Content Marketing Thought Leadership

With our roots firmly in communications for B2B brands, we understand how credible long-form content can work to position you as a true thought leader in your field. FIG’s communications team can help you build and sustain a conversation with key stakeholders through thought leadership articles that are authoritative, original, and engaging.

Building trust through content

One of the key objectives of B2B marketing is to create of commercial relationships that last beyond the first sale. Central to achieving this is development of trust. One of the most effective ways to build trust is to demonstrate your business not only knows what it’s doing but understands its customers’ needs and is confident in its ability to help.

By creating content that homes in on, and explores in detail, issues close to your audience’s heart (or rather balance sheet), you’re communicating your expertise, experience and understanding of their world.  

Your thoughts, our words

FIG’s thought leadership experts take time to get to know your business so they can create content that resonates with your audience and communicate in line with your brand identity.  They’ll work with you to discuss potential topics, offering insights about which will engage with your audience best and have enough scope to include some subtle but specific messages about your offering.

Thought leadership and tech

Thought leadership is especially important for businesses that pride themselves on innovation as it’s a tangible way of demonstrating how well informed, forward-thinking, knowledgeable, and curious you are. The content creator has a unique opportunity to help the reader get to grips with complicated, multi-faceted or technical issues but they must communicate in a way that’s efficient, understandable, and interesting!

Examples of thought leadership content

Here is a selection of the thought leadership content we’ve created for our clients in recent years:

• LinkedIn articles
• Editorial content
• Whitepapers
• Guides and reference documents
• Training/webinar content

Thought leadership is most effective when it forms part of a considered communications plan that reaches your audience across a range of channels and media and caters for their needs at every stage of the decision-making process.