It’s a competitive landscape out there in the built environment. You need to find a way to stand out from your rivals. Consider thought leadership content. When you share insights and engage with people, you’ll get a reputation as a credible authority whose business is going places.

Thought leadership pieces help built environment businesses stand out by providing a unique perspective and valuable expertise. You’ll establish credibility and build trust with potential B2B customers, which is critical in an industry where compliance and safety are paramount. Demonstrating expertise in safety, regulations, and the law can help businesses showcase confidence in their everyday work.

You’ll want to primarily share your thought leadership on websites and social media. Give people valuable information that addresses the sector’s problems, so you’re admired for your authority in the industry. For example, a company in the construction industry could create blog posts or social media content on topics such as innovative building materials, green building practices, or energy-efficient design.

Long-form thought leadership content is particularly effective, demonstrating the business’s depth of knowledge and expertise. By providing insights and opinions, the company can show potential customers that it understands the industry’s challenges and opportunities. Thought leadership content allows you to showcase a unique perspective on the issues you all face in the built environment sector.

Blogging and social media offer ideal platforms for sharing insights and engaging with potential clients. LinkedIn is especially effective for the built environment since it’s a professional networking platform where industry specialists learn, engage, and share insights.

Once you’ve demonstrated through your content that you know your stuff, you’ll raise your profile for invitations to participate in industry events, speaking engagements, and panel discussions. You’ll have seen directors of big companies speaking on the issues of the day because they’ve been asked by the media for consultation. That’s because the media knows they have opinions to share and they’re happy to do so.

Always look for opportunities to share your expertise with the people who matter. Thought leadership is a great way to avoid being too salesy; your audience will get jaded fast. We know what you want ultimately is the sale or the contract, but the way to get it is multifaceted, right?

Focus on providing valuable information addressing the industry’s challenges and opportunities. You can establish yourself as someone dedicated to your client’s success by providing helpful insights and tips.

When you put helpful content out there for free, people get the impression you’re dedicated to the industry and its causes. Long-form content that sparks engagement and debate is the perfect way to avoid the impression that you’re only in this for the quick sale.

Think about a challenge that your sector is facing and write about it. At the end you might want to add a soft call-to-action inviting engagement, for example: “What do you think of using recyclable refuse bags this way? Would it work for you?”

Sparking a conversation about the subject in the comments section is a great way to make new contacts and receive valuable feedback that informs your product or operations. You might receive the reply: “We’d use them if they were small enough to fit in our company’s bins.”

You could either talk about your extensive range or perhaps even resize the product if business with that company would be a big win. Leverage your feedback to build relationships and have discussions that improve the sector for everyone.

Establishing thought leadership is a long-term strategy that requires commitment. But if you stick at it, you’ll find it helps build relationships and ultimately get you more business. Get yourself known as the person who’s in-the-know. Your brand awareness will rocket, customer retention will stabilise, and you’ll attract a host of new, exciting clients.

If you’d like some help formulating an engaging content strategy that includes thought leadership output, contact Morton Waters for the bespoke built environment marketing you deserve.