Share bold, fresh ideas that engage target buyers, arouse curiosity, ignite conversations, and strengthen brand awareness, credibility, and trust.
What is it?
Thought leadership content brings fresh, bold ideas forward to show your ICP buyers new approaches to market challenges and provide pathways for achieving corporate objectives.
It’s best when it addresses a specific target audience and includes data, research, and/or customer examples as validation. TL content can also help your audience anticipate future trends and challenges to help them make better, informed decisions.
Why you need thought leadership content >
Buyers are tired of brands that act and sound the same and more frustrated than ever with the difficulty of buying. They’re looking for fresh expertise and ideas to help them evolve along with market changes.
Thought leadership puts your integrity, authenticity, and expertise on full display to help buyers navigate uncertainty.
Thought leadership moved from a rank of 20 in 2023 to a rank of 3 in 2024, per Dentsu’s Superpowers Index 2024 Top 10 ranked “Decision Drivers” for influence on winning or losing B2B deals.
What you get from a thought leadership narrative >
Thought leadership is a huge opportunity for companies bold enough to pursue it.
Valuable outcomes from doing so, include:
Buyers engaging with your TL content:
- Use your ideas as an anchor for evaluation.
- Gain confidence as their thinking evolves.
- Activate internal conversations with buying committee members.
- Build memory structures relating you to the problem you solve.
- Seek you out when they enter the market.
Your company uses the foundational narrative to:
- Establish brand credibility and authority.
- Align GTM teams around the brand narrative and purpose.
- Create consistency in messaging across GTM teams.
- Help buyers advance their thinking—and their momentum.
- Get on more of your ICP buyers’ Day 1 lists.
You also get content that GenAI platforms can’t yet generate easily.
Types of TL content >
Thought leadership doesn’t have to mean heavy-lift white papers—although they work here.
Articles, blogs, and social media posts can draw from the depth of original ideas once you’ve created a thought leadership narrative aligned with your brand point of view.
A few more ideas:
- Content Hub for a specific persona/problem
- Brand-to-Demand program content
- Bylined (Ghostwritten) SME Articles
- Original Research
Visit the Services & Pricing page to get an idea of investment. Set up a time to discuss options with Ardath.
