How to Drive High-Impact Business Results with Thought Leadership Ads - 2024

In the competitive B2B landscape, thought leadership ads have become a crucial tool for driving business results. By integrating insights from Justin Rowe's article on combining LinkedIn organic video with paid thought leader ads and the 2024 B2B Thought Leadership Impact Report by Edelman and LinkedIn, this piece outlines best practices for maximizing the impact of thought leadership ads on LinkedIn.

1. The Importance of Thought Leadership and Video Content

Building Trust and Credibility:

Thought leadership content is viewed as more trustworthy than traditional marketing materials. According to the 2024 B2B Thought Leadership Impact Report, 73% of decision-makers find thought leadership to be a reliable basis for assessing an organization’s capabilities. High-quality thought leadership helps businesses establish authority and build trust with their audience.

Effective Use of Video:

Justin Rowe emphasizes that video content on LinkedIn is underutilized but highly engaging. Video content is shared 20 times more than other types of content, making it an effective medium for demonstrating expertise and building a connection with potential clients. This aligns with the report’s finding that nearly 75% of decision-makers have a positive perception of organizations that produce high-quality thought leadership content.

2. Creating High-Impact Thought Leadership Content

Key Types of Content:

- Expert Advice: Share insights through audits, Q&A sessions, and interviews. This positions your company as an authority in your field.

- Third-Party Validation: Feature testimonials or interviews with industry leaders to boost credibility.

- How-To Guides: Create practical, instructional content that helps your audience solve problems, showcasing your expertise.

- Podcasts: Utilize both audio and video formats to reach a broader audience and provide in-depth insights.

Quality Over Quantity:

The report highlights that only 15% of decision-makers rate most thought leadership as very good or excellent. To stand out, focus on producing high-quality content that offers valuable insights and concrete guidance.

3. Combining Organic and Paid Strategies:

LinkedIn Thought Leader Video Ads:

- Amplify Successful Content: Use LinkedIn Thought Leader Ads to promote well-performing organic posts. This ensures that your best content reaches a wider audience and maintains its impact over time.

- Precision Targeting: Thought leader ads allow you to leverage LinkedIn’s targeting capabilities, ensuring your content reaches the right audience.

Content Creation Tips:

- Mix Short and Long Videos: Short videos (90 seconds or less) are effective for initial engagement, while longer videos (6-8 minutes) can provide deeper insights.

- Authenticity Matters: Authentic, less polished videos are often perceived as more genuine and relatable.

- Map Out Topics: Plan your content around key industry topics and challenges. Please update your strategy regularly based on audience feedback and performance metrics.

- Conduct Expert Interviews: Regularly feature interviews with industry experts to add depth and credibility to your content.

4. Measuring and Amplifying Success

Tracking Performance:

It is crucial to track the performance of your thought leadership content. Monitor metrics such as engagement rates, watch times, and inbound inquiries. This data will help you understand what resonates with your audience and refine your strategy.

Amplifying Top-Performing Content:

- Use Thought Leader Ads: Promote high-performing videos with LinkedIn Thought Leader Ads to maximize their reach and impact.

- Continuous Optimization: Regularly review and optimize your ad targeting and content strategy to ensure you are reaching the most relevant audience.

5. The Broader Impact of Thought Leadership

Driving Business Results:

Thought leadership can significantly influence buying behaviors. The report states that 60% of decision-makers are willing to pay a premium to work with thought leadership producers. Effective thought leadership can also protect your existing customer base from competitors by reinforcing your expertise and value proposition.

Key Attributes of Effective Thought Leadership:

- Strong Research and Data: Base your content on robust research to add credibility.

- Actionable Insights: Provide practical solutions and guidance to help your audience address their challenges.

- Unique Perspectives: Offer innovative viewpoints that inspire new thinking and challenge the status quo.

Conclusion:

By effectively combining organic video content with LinkedIn's paid thought leader ads, B2B companies can create a powerful demand generation strategy. This integrated approach enhances the reach and impact of your content and builds lasting trust and credibility with your audience. Focus on creating high-quality, authentic content, track performance diligently, and continuously optimize your strategy to stay ahead in the competitive B2B landscape.