Good thought leadership gets remembered. Memorable ideas are essential in sectors that are notorious for long sales cycles. It’s unrealistic to expect someone who sees your thought leadership to buy from you tomorrow, so the goal is to lodge associations between your brand and its ability to solve the audience’s problems, and to keep reinforcing those associations over time. That way, when a buyer eventually comes to drawing up a shortlist of potential suppliers (which may be many months after that first sight of your content), your name springs to mind easily.
How do you create evocative content? Make sure that you combine left-brain and right-brain – don’t be too research-heavy as this tends not to be memorable by itself. Instead, combine great insight with engaging human stories, creative treatments and hooks that build over time.
Distinctive
When all your competitors are churning out content, and often on similar themes list of costa-rica cell phone numbers to you, standing out from the crowd is essential. Don’t be reticent or conservative. If you don’t surprise or disrupt your audience, get them to stop scrolling or want to engage with your content, then the battle is lost and your moat shrinks. Be creative, think laterally and come up with headlines and design treatments that stop people in their tracks. Layer your stories and think about how the assets in a campaign fit together to form a holistic and natural audience journey.
In most B2B sectors, ideas and expertise are among the most important currencies that you have. When it’s theoretically easy to swap in one firm with another and switching costs are low, they could make the difference between winning and losing a customer. Ideas and expertise are not the only factors of course, and there are many others that drive long-term business relationships, but if they can make your competitive moat just that bit wider, then they are surely an important point to consider.