Be an expert because your audience is.
Walking the walk and talking the talk is vital in B2B communications. There is nothing general about a B2B audience. So it’s vital that you are authoritative in your content and demonstrate you know what you are talking about to earn the trust of your audience (more on this later).
According to a 2020 B2B Thought Leadership Impact Study:
48% of decision-makers say thought leadership content is effective at influencing their purchase decisions.
However, only 17% of decision-makers feel the content is of very good or excellent quality.
Create content from a thought leader perspective and make sure it stands out! Be sure to cover the topic at hand from top to bottom, share industry statistics and trends, and do not leave out essential facets. If you can help your audience think critically about the industry and make them more skilled professionals in the process, you will ensure they make a purchase decision they don't regret later.