Want to make some noise about your brand? We have some advice you might find surprising: Don’t actually talk about your brand.

When it comes to PR, most companies believe it’s all about self-promotion. But PR isn’t just about creating visibility, it’s about building credibility over the long term. One of the best ways to do this, especially in the B2B PR space, is through thought leadership.

What Is Thought Leadership in PR?

Thought leadership in public relations is offering timely, objective insights and unbiased perspectives about current and relevant industry topics, themes and trends.

Sharing quick quotes, useful commentary, relevant data, and industry best practices allows B2B brands to better establish themselves as an authority in their fields and demonstrate their value as a trusted partner to their prospects, customers and partners.

And it pays off with the media too, who appreciate input from industry experts who can offer content beyond just a self-serving pitch.

Why Avoid Self-Promotion in Thought Leadership

Overly promotional content can quickly erode trust and turn off B2B audiences who are looking for solutions and insights, not sales pitches. When thought leadership becomes too self-serving, it can undermine credibility, making it difficult for audiences to view the brand as an unbiased industry authority.

Instead, a people-first content strategy that prioritizes educational, problem-solving insights helps establish real value. By focusing on addressing audience challenges and providing useful information, thought leadership can build trust and position your brand as a genuine, reliable partner, without the need for overt product promotion.

The Art of Thought Leadership

Crafting thought leadership content for PR is more of an art than a science. It’s key to avoid falling into the trap of self-promotion. Instead, focus on how to tie your insights more directly to what the media and your target audience is talking about. This might include:

  • Aligning with seasonal and industry themes. Can you offer insights around the holiday retail season during Q4? Comment on travel trends on Memorial Day Weekend? Weigh in on the job market ahead of college graduation season? Think about the timing of your pitch, and how you can correlate it to what you want to say.
  • “Trendjacking” current news and events. You might have some great ideas to share, but when a major story breaks, it’s all the media might be focused on – whether it’s the election, the Oscars, or anything in between. Use breaking stories and emerging trends to your advantage by offering a unique perspective or fresh take… just make sure it actually makes sense for your area of expertise.
  • Evergreen Topics. On the other end of the spectrum, some of the best thought leadership is timeless, offering practical advice to address common industry issues, challenges and themes. Best practices in finance, marketing and the workplace are just a few examples of evergreen topics that resonate with B2B audiences across categories.

Crafting B2B thought leadership content requires finesse and a strategic approach. For insights on keeping your B2B outreach genuine and impactful, read this Forbes article on How to Keep B2B Outreach From Being Spammy.

Thought Leadership As a Strategic Content Lever

The beauty of launching a B2B thought leadership PR strategy is that it enables you to create an arsenal of content that can be used across a variety of PR and marketing channels. 

Sharing thought leadership with the media is a great first step; getting your brand published adds another layer of credibility to your content. And that doesn’t only have to mean a top-tier business outlet like the Wall Street Journal or Bloomberg. Consider where your target audience spends their time and what media they trust.

For B2B brands, being featured in trade or vertical industry media is often as – if not more – important to their customers and partners. Plus, these types of outlets are typically more receptive to longer-form thought leadership, like contributed byline articles. Just make sure to provide an original piece of content for each publication.

Building a presence in these “watering holes” can help you reach more of the right people for your business and build credibility where it matters most. But it doesn’t have to end with the media. Once your content is published, reshare it across your own channels, from your website to your social media platforms to your sales materials and more.

B2B PR Thought Leadership Real-World Examples

One impactful example of thought leadership in B2B PR is the case of our client, Travelers Haven. To establish the brand as a leader in a new housing category, we launched a comprehensive PR strategy that went beyond basic media outreach.

By creating regular thought leadership content, including monthly byline placements and national trends commentary, we positioned Travelers Haven as an authority in the industry. This strategy generated significant press with over 75 media placements and 300 million impressions. It also elevated the brand’s visibility and credibility, attracting an acquisition deal within two years. Thought leadership was key to driving brand recognition, web traffic, and ultimately, business growth.

Getting Started With B2B PR Thought Leadership

Think you’re ready to share your thought leadership with the media? Just remember these simple best practices as you kick things off:

  • No Self-Promotion: Remember our first and most important rule! Focus on providing value and insights, not self-promoting your business.
  • Make It Trendy: Connect your content to timely trends and news; if you can’t (or don’t want to), choose an evergreen topic that you know will resonate with your customers.
  • Boost Credibility With Media Coverage: Sure, you can post content right to your site or social media, but consider pitching to the media first for added validation.
  • Rinse and Repeat: The best way to build authority is over time. PR is a marathon, not a sprint. Provide B2B thought leadership on a regular basis to build deeper, stronger relationships with your audiences over the long-term.

Resound Marketing is a thought leadership PR agency. We’re experts in helping B2B brands position and amplify their influence. Ready to take the next step? Reach out to us at makesomenoise@resoundmarketing.com, and let’s turn your insights into thought leadership content!