Service · Brand & Authority
Content and thought leadership for technical markets.
Technical buyers trust suppliers who answer their questions better than others. Expert content, case studies and visible experts are therefore often more effective in B2B than any ad.
In short
Content & Thought Leadership covers content strategy, technical articles, case studies, white papers, application reports and executive positioning for management and subject matter experts. Content is based on interviews with your experts and distributed through the website, LinkedIn, newsletters and industry portals. Effort for your experts: around one hour a month.
Definition
Executive positioning refers to building the professional visibility of leaders, for example through LinkedIn, articles, talks and interviews. In B2B, buyers often trust people faster than companies.
01 · Starting point
Why much corporate content builds no authority.
Many B2B blogs consist of press releases, trade fair announcements and generic trend pieces. That fills pages but answers none of the questions a technical buyer has before a decision.
Authority emerges when content becomes concrete: selection criteria, typical mistakes, calculation bases, the honest limits of a technology. Only someone who draws on the knowledge of in-house experts can write this kind of content.
Then there is distribution. A good article nobody finds has no effect. That is why we always plan content together with its distribution.
Formats that work in B2B
- Selection guides and comparison tables
- Case studies with starting point, solution and result
- White papers on concrete technical questions
- LinkedIn posts by management and experts
- Webinars and talks with follow-up use
02 · Scope
From editorial planning to distribution.
For short-form video and creator formats we work with the specialist unit ViralBP.
- Module 01
Content strategy
Topics along the questions in the buying process, mapped to roles in the buying committee, and an editorial plan for two quarters.
- Module 02
Technical B2B content
Articles, guides and white papers based on expert interviews, reviewed and approved by the experts.
- Module 03
Case studies
Application reports with starting point, technical solution and result, anonymised on request.
- Module 04
Executive positioning
Topics, viewpoints and posts for management and experts on LinkedIn, in trade media and at events.
- Module 05
Distribution
Distribution via website, newsletter, LinkedIn, industry portals and paid promotion in coordination with demand generation.
03 · Approach
How content gets made with little effort for your experts.
-
01
Topic planning
Collecting questions from sales, service and search data. Prioritising by buying stage and role.
- Topic map
- Editorial plan
-
02
Interviews
Structured conversations with your experts. One interview yields several pieces of content.
- Interview guide
- Recording and notes
-
03
Production
Copy, graphics and case studies. Technical review and approval by the expert.
- Approved content
- Graphics and tables
-
04
Distribution and review
Publishing and distribution, review by reach in target accounts, engagement and contribution to enquiries.
- Monthly report
- Quarterly topic adjustment
04 · Deliverables
What you have in hand at the end.
| Deliverable | Format | Everyday use |
|---|---|---|
| Editorial plan | Plan for two quarters | Predictable publishing |
| Articles and guides | Copy with graphics | Visibility in search and AI assistants |
| Case studies | Report and summary | Proof for sales and website |
| White papers | Content for campaigns and nurturing | |
| Posts for executives | LinkedIn posts and articles | Personal visibility in the market |
Frequently asked
Frequently asked questions about content and thought leadership.
How much time do our experts need?
Do you write under the name of our management?
How do you measure the success of content?
What if we are not allowed to name customers?
Further reading
Relevant next steps.
Working together
Let's talk about where you stand.
In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.