The reality of B2B marketing today is that too many businesses are trying to compete in the same space with broadly the same message. It means to win attention, they’ve no other choice than to spend more than competitors. Typically, a lot more.
The smart ones refuse to play this game. They win attention by thinking harder. By taking a different approach. By focusing on the things that matter most to customers but which are underserved in the market. By finding the profitable gaps everyone else ignores.
We’ll help you find these gaps.
Core to Considered’s approach is our Mapping & Gapping methodology.
The first step is to map out the noise. We analyse your competitive set to surface the over-worn themes and topics that everyone is using. The themes that, if you went down that route, would mean you’d have to out-spend competitors to stand a hope of gaining meaningful traction. This is not somewhere we want to be.
From here we conduct an in-depth gap analysis. This explores areas that are important to customers but currently underserved by available content. We’re looking for issues that are important, urgent and where you can credibly compete. The good news is that there are always multiple routes you could go.
Finally, we’ll talk you through the pros and cons of the available options and bring each to life with illustrative ideas for thought leadership. At this stage, it’s about having an honest conversation. Combining our expertise in thought leadership with your expertise in your business and markets.
In thought leadership today, good enough isn’t good enough. At one end of the scale, customers are inundated with AI content. Reasonable. Competent. And utterly forgettable. At the other, you’re up against not just competitors but mainstream business publications. The HBRs and Economists of the world.
The bar is high. And it’s not coming down.
In truth, this is a massive opportunity. Bringing together high-value topics, compelling writing and beautiful design, we create the kind of thought leadership content that stands head and shoulders above the competition. The kind that customers love to read and are eager to share. The kind you can be proud of.
The way we see it, it’s your brand and our reputation on the line. That’s a big deal.
To get there, we have a slick process that invites collaboration without creating bottlenecks. We learn fast. You’ll see detailed outlines and multiple design options. We’re thirsty for feedback and make it easy for you to give it. And we move at pace.
We’re a boutique agency and happy to stay that way. As such, we only work with a limited number of clients at any one time. This means you’ll be dealing directly with our top people on every project. No B-team. No switch-selling. No endless PowerPoint. No agency BS.
We understand that creating great B2B thought leadership can be a challenge for even experienced marketers. It doesn’t come naturally. We’ll talk to you in everyday language about the pros and cons of any individual approach. We’ll discuss what works and what doesn’t and explain clearly why we recommend what we do. And we welcome debate.
Importantly, we want you to enjoy the process. It should be fun. That’s a feature, not a bug.
As a rule, we don’t work on retainer. Each project is treated as a standalone assignment with clear costs and timelines. It means that once we’ve agreed the scope and the budget, you can be confident that’s what will appear on the invoice.
Doesn’t that sound like a better way to work?
We love talking about all aspects of thought leadership and B2B marketing. We enjoy learning about your products, services and challenges. And we’ll do it with a refreshing lack of hard sell.
Book an introductory call