As more B2B companies embrace content marketing, they are discovering that it’s easy to get lost in a cacophony of content noise. They know they need to rise above it with “thought leadership,” but that risks turning into a cliche without any meaning. What is thought leadership content supposed to look like anyway? And just how many leading thoughts can a brand reasonably expect to produce?

When done well, thought leadership content is distinctive, authoritative and provocative, providing insights and exploring new terrain. It’s the kind of information people in your industry are eager to consume — and to share. Done consistently, it is an excellent way to achieve strategic objectives.

That is a tall order.

Some of the ways to achieve this involve new formats and distribution mechanisms, but even the most familiar blog format can hit high quality if they strive for other characteristics — authoritative and original information or insight.

General Electric’s microsites approach to big ideas

Txchnologist microsite by GE demonstrating thought leadership content

One way to tackle this difficult challenge that is becoming more common is the online magazine — often presented outside the company’s main website as a microsite — where thought leadership can flourish.

For example, who isn’t going to be captivated by a GIF of a beating heart and an article about a new way to transport donor hearts for transplant? Or a robot working as an infectious disease researcher? Or advice on packing for a space mission?

Those stories are on Txchnologist, a very simple Tumblr-based microsite “powered by GE” and filled with fascinating content that is as snackable and sharable as anything on Buzzfeed. They generate the content from multiple sources covering nine themes: Earth, Space, Material, Life & Nature, Energy, Building, Transportation, In Theory and Computers.

All of these, of course, are areas where GE wants to remind potential B2B customers that they are innovators and have expertise. So, according to their About page, Txchnologist offers “an optimistic, but not utopian, take on the future and humanity’s ability to tackle the great challenges of our era through industry, technology and ingenuity. We examine ideas that will shape societies, from the developing world to our frenetic and growing cities.”

First Round lets you hear from the experts

screenshot of First Round Review microsite by First Round venture fund demonstrating thought leadership content

First Round Review employs a similar strategy by opening up its pages to other thought leaders. The manifesto of this longform content website proclaims: “We’ll get out of the way and let experts speak directly to you about what they believe is most important.”

The site is actually organized into nine separate digital magazines developed by First Round Capital, a venture firm whose investments include some of the biggest new consumer brands like Uber and Warby Parker.

The firm operates from the idea that the VC model is broken and that they are innovating on it by fostering community among founders, funders and other entrepreneurs. To succeed, First Round Capital needs to grow the ecosystem and keep attracting the most innovative companies to them. After all, they want to be involved with the next Uber, too.

So they publish a wealth of extremely valuable information on First Round Review in topics like management, marketing, engineering, design and sales. The magazines provide hundreds of meaty articles for entrepreneurs about starting and growing their businesses. Launched in 2013 as a blog to showcase successful entrepreneurs, First Round Review has morphed into a first-rate publishing project.

Openview opens up the platform

screenshot of Openview Labs microsite demonstrating thought leadership content

Openview Labs is another example of a publication from an investment firm, in this case Openview Venture Partners. This one, however, is “geared toward B2B expansion stage software companies.” It brings together founders and other experts to help SaaS companies find product-market fit, generate demand and develop their organizational structures.

Some of the guests it has published include the biggest names in SaaS and entrepreneurship offering insight on “product development, customer success, sales, marketing, finance and operations, HR and recruiting, exit strategy and so much more.”

The HR & People category, for example, covers hiring, compensation and benefits, team development, retention, leadership, management and culture. Openview Labs also offers free ebooks, which can be downloaded. Among the titles are “Buyer Insights Research” and “The Executive’s Quick Guide to Scrum.”

Acrobatiq builds a library

screenshot of Acrobatiq whose white papers demonstrate thought leadership content marketing

White papers and ebooks are another way to highlight thought leadership, by demonstrating your expertise to your target audience. These usually take a comprehensive look at a subject and are designed for some attentive reading time. They might be printed out by the reader or by the sales team when they’re meeting with customers, and they usually involve a designer to help the content make the maximum impression.

One good example is the adaptive learning software company Acrobatiq, a client of McGuire Editorial, which is building up a comprehensive and evergreen library of readable white papers and case studies for administrators, faculty and instructional designers about the benefits of using educational technology and about other proven learning methods to improve educational outcomes.

SchoolKeep keeps it focused on business

screenshot of SchoolKeep course building platform whose blogs and ebooks demonstrate thought leadership content

Great thought leadership should treat blog content like it’s as valuable as the most polished ebook.

SchoolKeep, a course authoring platform that Fortune 500 and growing SaaS companies use to train external partners, and also a client of McGuire Editorial, does this really well by developing lots of original reporting. They use original interviews from industry experts, even when they are unaffiliated with the company, while keeping its own marketing message muted.

In a recent article about what’s new in video for customer education, for example, experts from the video hosting service Wistia and the advertising agency Indiewhip discuss the latest production trends and share tips on creating engaging and effective instructional videos. This level of original reporting could stand alongside anything in the magazines at First Round Review.

Pipedrive helps build sales skills

Pipedrive provide act on it now advice for small businesses

The most effective approach to content marketing is to start by being helpful. (For more on this philosophy, check out Give, And It Shall Be Given To You: A Definition of Content Marketing Based On What You Can Do For Others.) So educating others in a way that helps solve their problems is the most reliable approach, especially if you do it consistently. It doesn’t always have to be through a major content asset or a microsite.

The CRM software company Pipedrive excels at using its blog to publish a consistent stream of highly valuable advice to educate their customers. By posting dozens of useful and provocative articles about the sales industry, they provide act-on-it-now advice for small businesses.

Recent entries include “Reporting You can Use to Actively Drive Sales” and “Five Ways to Hack Sales Psychology and Sell Better.”

Autodesk educates the market on a new product category

Screenshot of the Autodesk software company's educational microsite on CAC and 3D printing

Sometimes instead of selling a better version of a familiar product category, a company is selling something their target market may not know about or understand yet. In that case, educating the market in general is one way for the company to nudge ahead of competitors and gain momentum.

Autodesk’s Line//Shape//Space is a stellar example of this. The maker of software for 3D design and engineering is selling products into a fast-growing new space with new users who are just developing their interest and expertise. Educating and inspiring those users about the possibilities of design is critical for Autodesk’s success over the long term.

So  Line//Shape//Space aims “to help and inspire businesses in the design and drafting space.” Initially targeting small businesses, Line//Shape//Space has shifted its goal to exploring and leading conversations about “the future of making things.”

Among the recent articles are “How Civil Engineers and Urban Resilience Are Protecting Civilization Against Future Superstorms,” “Farming Without Fields: 3 Innovative Uses of Agricultural Engineering” and “Minecraft Architecture: What Architects Can Learn from a Video Game.”

Line//Shape//Space has garnered multiple awards and accolades since its debut in May 2013.

Seven takeaways for thought leadership content marketing

What all these content projects have in common is how skillfully they link thought leadership with their overall goals. As a result, they are breaking through the clutter with consequential material that fires the imagination and that turns their sites into destinations for repeat visitors. Consider these key takeaways when we look at them collectively.

  1. Examine and explore. Thought leadership starts with thinking, which is rarely a straight line process.
  2. Get out of the way and let the experts speak. Sponsoring thought leadership content can be as effective as leading a conversation.
  3. Help your partners and customers learn.
  4. Help your partners and customers grow.
  5. Celebrate success . . . and show how it happened.
  6. Educate the market on the emerging trends and opportunities.

Lastly, number 7 is to remember that the distribution channel isn’t what’s important. For some projects, blogs are as effective as splashy books. When brands are committed to providing more than the same old clickbait but truly helping their customers — and potential customers — then content will be an effective tool for growing the business.


Karen Singer

Guest Author

Karen Singer is a freelance business writer based in New Haven, Connecticut.