10 Great Examples of Thought Leadership Content Marketing

It can be hard to stand out among the sea of online content. Content marketing that is thought-leadership is one of your best options to establish your company and name as an authority in your field.

Leadership marketing is more than just publishing the same old blog posts and rehashed ideas everyone else seems to be posting. You can be a leader and not a follower by investing more time in creating high-quality content that is original and has your opinions.

Your company can get more media exposure, generate new business opportunities and convert leads through thought leadership content. LinkedIn research has shown that 58% of decision makers read at least one hour of thought-leadership content per week. 60% said this content had convinced them to purchase a product or service that they had not considered before.

What exactly is thought leadership content marketing? Reading examples from other organizations is a great way to learn more about this type of content.

Quick Takeaways

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  You can grow your brand by investing in thought leadership content. This will help you build trust and credibility with your audience.
  
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  Trust is built by thought leadership that focuses on providing value to the reader and not showcasing products
  
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  These examples offer amazing digital experiences and are consistent in publishing consistently. They engage their readers at all stages of the buying process
  

1. Nutanix Forecast

It is very difficult for enterprise cloud service providers to stand out in a highly competitive market.

With its online magazine The Forecast, cloud computing company Nutanix has established its leadership position in the industry.

The Forecast provides industry news and ideas on the people, trends and technologies shaping the cloud computing industry.

The Forecast's content is divided into different categories, such as:

• Technology (news, stories, and information about cloud technology, hybrid IT and infrastructure, as well as data management)
• Business Discussion and guides for management, digital transformation and leadership
• Industry (trends & stories about how real companies use cloud technology)
• Profile (biographies and interviews of key members from the Nutanix global staff)

There's also a section for video and podcast content. This podcast explores some of the ideas in articles, in a conversational audio format.

Nutanix is able to publish original, innovative content, which appeals to many audiences, even though it's a niche.

2. First Round Review

First Round Capital, a venture capital firm, launched First Round Review as a blog to share their vast knowledge and experience with entrepreneurs in technology.

This company is different from other venture capital companies. Instead of building a portfolio of companies they invest in, they envision themselves building a network of entrepreneurs.

First Round Review is a reflection of this approach. It shares ideas, best practices and advice from the network to help entrepreneurs build better businesses.

First Round's blog has seen a tremendous response, including thousands of shares and a significant increase in traffic.

First Round Review was instrumental in helping me to educate many startup founders about content marketing and the benefits it offers.

3. Autodesk Redshift

Autodesk, a software company, named its blog after a scientific phenomenon that relates to objects moving through space. Redshift's editorial team strives to continue to evolve and move forward as the universe expands and moves. They want to be at the forefront in architecture, construction technology, and sustainability.

Autodesk's former blog, Line//Shape//Space won many awards for its content, but it grew beyond its initial audience of small businesses.

Redshift was created when the Autodesk content team realized the need for innovation and engagement with businesses of all sizes.

Redshift's focus lies on the future of making things. Content covers trends and predictions in the most recent technologies, including machine learning and generative design.

Autodesk wanted to target a wider audience and personalize each reader's content experience. Visitors can register on the site to follow specific authors or content categories and to bookmark articles for later. Based on past interactions, an AI algorithm automatically suggests content.

Autodesk's “Inside My Design Mind” series also features several senior executives as Redshift authors. The content team successfully implemented an employee advocacy program after gaining the support of the executive team, who are now “content marketing champions”.

4. American Express Business Class

American Express divides the content of its Business Class Trends and Insights Blog into four major categories: Managing Money; Getting Customers; Building Your Team and Planning for Growth.

These content silos contain many other sub-categories, including leadership, productivity and company culture.

Amex's blog is still a success. Originally known as OPEN Forum. American Express chose to provide actionable tips, insight, and inspiration for businesses to adapt and succeed, rather than using content to drive direct sales.

American Express decided to outsource content marketing agencies like ours, rather than relying solely on their writers. We were able to provide stories, advice, and experiences. The Business Insights blog is given a community feel thanks to this relationship. It also increases exposure for all those who contribute.

Business Class has launched a live video series called “Office Hours”, which is available on YouTube and Instagram. This series invited founders and executives from small businesses to a Q&A to share their experiences with the COVID-19 crisis.

5. Intermedia Cloud Communications Blog

Intermedia, a cloud business application provider, uses their blog for news, security advice and case studies from businesses that have successfully deployed cloud technology to increase performance.

Intermedia's content team is able to publish articles that are popular and shared by their audience by focusing on current and trending topics.

The COVID-19 crisis brought together content such as “New Study: More than Half of U.S. SMB Owners Believe That Working Remotely Is Here to Stay Post-Pandemic”, and “How to Manage Live Attendee chat during Webinars”.

Intermedia's cloud services are demonstrated in real-life cases and interviews with customers.

6. DivvyHQ Blog

Content marketing platform DivvyHQ must practice what they preach, and show best practices in content market.

The DivvyHQ blog offers actionable advice, tips, and strategies for content marketing at the enterprise level. It also shares case studies from their most successful customers.

The DivvyHQ Content Management Platform offers powerful tools to automate content and streamline workflow. However, not everyone is aware of these tools or how to use them. DivvyHQ shares helpful content that teaches how to automate content marketing and systematize content management. It also showcases its product.

7. Microsoft “Stories”.

Storytelling is a cornerstone of content marketing success. It is also used by many of the greatest visionaries and leaders in the world. Microsoft recognized this and decided to name their blog and news page “Stories”.

Stories provides news about the latest Microsoft products and events.

Recent stories include a collaboration between an environmental charity and a software developer to help companies pivot during the coronavirus epidemic. Also, the blog offers insight into the ways people with disabilities use accessible technology to accomplish more.

Story Labs is a sub-publication that publishes stories and provides a deeper dive into topics like accessibility, sustainability, future technology, and more.

Story Labs features stories and profiles of employees, which demonstrate the talent and expertise behind each branch of the global Microsoft brand.

8. CNBC and Grow by Acorns

People in financial services need expert advice.

Acorns, a micro-investment app, understands this and has started Grow, a personal finance blog and investment blog that is both authoritative and educational.

They partnered with CNBC, a trusted news source, to create a team made up of money experts who can provide accessible content about how people can make the best of their money, regardless of their financial situation.

Only a portion of the blog is dedicated specifically to investing. They provide a lot of value to their audience by publishing content on financial topics like saving, getting rid of debt, and increasing your income. This builds trust and authority.

9. Optimizely Insights

Optimizely, a digital experience platform provider, built their Insights platform to educate customers to “Know More” and “Do More.”

Personally, I love their mission statement's clarity and visibility. They also have a customer-centric focus that adds value.

Optimizely has a deep community of engaged users who are eager to share their insights. Optimizely helps their audience understand how the top brands use experimentation to create exceptional digital customer experiences.

Optimizely, previously known as Episerver was a CMS, Personalization, and Testing engine. They also have a Customer Data Platform. With their recent acquisition of Welcome Software, Optimizely focuses on optimizing digital experiences.

10. Zen Desk's Relate

Technology can only take you so far when it comes to customer service. A customer service software company recognized that it could help customers get the most out of its product. They offered advice and suggestions for creating amazing customer experiences.

The Relate blog discusses topics like empathy in product design, online living, working, building relationships, and being a better company.

Zendesk wants its audience to benefit from their content, even if it's not their intention to become customers. Each article is informative without any sales pitches.

These Content Marketing Success Stories are your chance to be a part of these success stories.

Want more inspiration and ideas? You can find more ideas and inspiration on my list of top content marketing examples from dozens of blogs.

Our Content Builder Service can help you get more visitors to your website by publishing quality content consistently.

Get in touch with me to set up a consultation and receive a PDF copy of my books for free. Get started today and you'll be able to generate more leads and traffic for your business.