Annie Dunleavy, Senior VP & U.S. Head of Content Strategy for Edelman Business Marketing, and Tusar Barik, Senior Director of Marketing for LinkedIn, discuss the impact of thought leadership on trust and credibility in the B2B landscape, emphasizing its role in educating customers and fundamentally driving business forward with Doug Simon, CEO of D S Simon Media, on latest PR's Top Pros Talk video podcast.

"Executives trust thought leadership content over traditional product or marketing materials," says Annie. This trust is particularly crucial in the B2B context, where decision-makers seek reliable and insightful information to guide their choices.

Doug inquires about common misconceptions regarding building thought leadership through LinkedIn. Annie and Tusar emphasize the need for concise, engaging content with a personal touch. Tusar points out that "it's about trusted individuals, not just companies," noting that people connect more with content from respected industry leaders.

"LinkedIn believes in the exchange of professional ideas and learnings," Tusar states. Beyond posting content, it’s essential to interact with the audience, offer advice, and foster ongoing conversations. This approach not only keeps the content relevant but also helps build a community of engaged followers.

As media evolves, thought leadership becomes crucial in B2B marketing, serving as a vital source of industry news and education amid shrinking newsrooms. Tusar notes that "thought leadership provides information about what’s happening in our industry," especially as newsrooms, particularly in B2B sectors, shrink.

Doug adds an interesting dimension, highlighting that while TV news employment is shrinking, local TV news is producing more content. This creates opportunities for brand spokespeople to fill that time as interview guests while helping them become thought leaders.

Doug further prompts Annie to dive into how effective thought leadership goes beyond just creating brand awareness. Annie responds, “It can prompt your target audience to reconsider how they’re addressing challenges.” Their study found that 75% of decision-makers and C-suite executives were inspired to research products or services they hadn’t previously considered, thanks to compelling thought leadership content.

Annie shares three key elements that elevate thought leadership from good to great. First, it must be backed by solid research and data. "Strong research and data help decision-makers understand their space better," she emphasizes. Second, quality thought leadership should help the audience grasp the challenges they face and identify opportunities. Finally, practical guidance and case studies make the content actionable and relatable.

Tusar reinforces the importance of practicality. He asserts, "People need to act."

Tusar highlights the need for businesses to protect their core. "Maintaining your business and not losing market share is crucial," he says. Thought leadership plays a pivotal role in this by ensuring that companies remain top of mind, even as competitors vie for attention.

"Thought leadership is a valuable tool to help organizations cut through the noise," Annie adds. Using various distribution channels, including LinkedIn and email marketing, companies can ensure their content reaches the right audience.

Their discussion emphasizes that strong research, practical insights, and ongoing engagement are crucial for building trust and achieving business success through thought leadership. By focusing on these elements, companies can create impactful content that resonates with their audience and delivers long-term value.

Download the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.

D S Simon Media is well known as a leader in the satellite media tour industry and produces tours from its studio and multiple control rooms at its New York headquarters. Clients include top brands in healthcare, technology, travel, financial services, consumer goods, entertainment, retail and non-profits. Established in 1986 the firm has won more than 100 industry awards.

View all of the interviews in the “PR's Top Pros Talk” series. Interested in taking part? Contact Doug Simon at [email protected].