B2B businesses operate differently from B2C, with decision-making cycles that are typically longer. According to data from the LinkedIn Institute, 95% of B2B buyers are not in-market, meaning they are not actively purchasing, but they are continuously researching, comparing prices, and gathering information.
Because B2B purchasing power is larger, buying decisions tend to be more cautious. This is why B2B brands need consistent branding to build and maintain credibility.
Recently, one strategy has been gaining momentum: B2B marketing through LinkedIn creators, a trend that several brands, including Fair have already adopted. This approach is known as thought leadership.
What Is a Thought Leadership Strategy?
According to Semrush, thought leadership is a content strategy that showcases someone’s expertise, experience, and deep understanding of a specific field.
So, who is considered a thought leader? They are individuals recognized as experts such as CEOs, consultants, coaches, department heads, or specialists within a company or brand who are deeply involved in their respective domains.
Brands use this strategy to build a unique selling point that sets them apart from competitors. By having an authoritative voice through thought leadership, a brand becomes more credible and trusted in the eyes of its audience.
How B2B Brands Can Maximize Thought Leadership Strategy
Thought leadership has several core content pillars that B2B brands can use as a guide. Brands can encourage their thought leaders to create content such as:
1. Hot Takes / Industry Opinions
This is the type of content where thought leaders “speak up” about trending issues in the industry. Not just following the crowd, but offering a different sometimes counterintuitive perspective. To show that they understand the context and aren’t afraid to share a strong, informed point of view.
Example” “Everyone says X is the future. But based on data and real field experience, the reality looks very different.”
2. Data-Driven Insights
Brands can encourage their thought leaders to share insights backed by numbers: trends, patterns, benchmarks, or unique findings that not everyone has access to.
Data makes a brand look credible—beyond assumptions.
Example: “From analyzing 8,000+ campaigns, I found a unique pattern: CTR increases when mid-tier creators use hook A instead of B.”
3. Educational Frameworks
This type of content simplifies complex concepts into something easy to follow. It usually comes in the form of step-by-step guides, checklists, or 3–5 pillar models.
Example: “To evaluate KOLs, just use the 3R Framework: Reach, Relevance, and Real I
4) Real Pro
This format uses storytelling: what the problem was, why it happened, and what solution actually worked. Audiences like it because it’s relatable and actionable.
Example: “FMCG brand X got stuck due to creator fatigue. After changing their KOL distribution approach, CPR dropped by 40% in just two weeks.”
5) Case Breakdown / Case Study
Similar to storytelling, but more analytical, what was tested, what the results were, and what the key learnings are. Perfect for audiences who want insight and understanding but in a light, digestible format.
Example: “We compared two strategies: micro vs. mid-tier KOLs. The result? Mid-tier had lower ER, but their CVR was far more stable.”
Why LinkedIn Is the Perfect Platform for Building Thought Leadership
Today, many experts on LinkedIn consistently share valuable and insightful content. These individuals are often referred to as LinkedIn Creators, or more broadly, thought leaders.
So, why is LinkedIn such an ideal platform for creators to maximize their thought leadership strategy?
1. LinkedIn’s Algorithm Prioritizes Valuable Content
LinkedIn’s algorithm is designed to promote professional discussions, industry insights, and meaningful perspectives. That’s why thought leadership content performs well, its audience prefers insight-driven, professional content.
2. The Audience Is Filled With Decision-Makers
Most active LinkedIn users are involved in business decision-making: HR, managers, department heads, VPs, and even CEOs. This aligns perfectly with the typical target audience of B2B brands.
3. A Networking Hub for Experts & Leaders
LinkedIn is a “goldmine” for networking across industries. You can connect, engage, and stay on the radar of industry experts without meeting in person. That means thought leadership content grows faster because you’re in the right ecosystem.
4. Higher Credibility Because the Context Is Professional
When your brand shares valuable insights and strong perspectives, people automatically view them in a professional context. This strengthens both personal and brand credibility and can even influence sales
Read more : What Is B2B Marketing: Definition, Strategies, and the Role of Influencer Marketing
Fair is one of the brands that has consistently implemented a strong thought leadership strategy. As the most advanced influencer marketing platform in Indonesia, Fair has been trusted by more than 8,000 brands and agencies.
If your brand or agency needs a tool that can simplify influencer marketing from end to end, here are some testimonial content created by Fair’s leaders on LinkedIn.
