Content Marketing: 4 Steps to Creating Thought Leadership Content

A Thoughtful Approach to Content Marketing: 4 Steps to Creating Thought Leadership

Your company built a stunning website – clean design, elegant visuals, the whole package. 

But if no one sees it, how can it help your brand grow

That’s where content marketing comes in. High-quality, thoughtful content is the fuel that gets your website noticed, attracts visitors, and ultimately converts them into loyal customers.


What is content marketing?

Content marketing is the art of creating high-value content that consistently attracts, converts, and drives profits for your business. You write content and strategically craft pieces that resonate with your target audience, address their needs, and ultimately move them down the sales funnel.

When any of your content ranks and gains popularity, it can

  • Increase brand awareness: High-quality content gets shared, establishing your brand as a thought leader in your industry.


  • Build trust: Informative and helpful content positions you as a reliable resource, fostering trust with potential customers.


  • Engage your audience: Content that resonates with your target audience keeps them coming back for more, creating a loyal following.


  • Increase conversions: Content that educates and persuades ultimately leads to conversions, turning visitors into paying customers.

Put your expertise on display. Become a thought leader. 

For B2B businesses, thought leadership is a powerful tool. It allows you to showcase your deep understanding of your client’s challenges and demonstrate your ability to solve them. 

A study by Edelman and LinkedIn found that 

88 percent of decision-makers surveyed believe that thought leadership is effective in enhancing their perceptions of an organization —yet only 17 percent of them rate the quality of most of the thought leadership they read as very good or excellent.”

This statistic highlights the importance of organizations creating superior thought leadership to engage prospects.

Producing excellent thought leadership isn’t easy. It can seem overwhelming at first, causing negative flashbacks of writing college papers—increasing the font size and enlarging the margins to get the paper to the required length. 

You may even think “I’m not an expert. I’m not a writer.” But the reality is you are the one who knows the most about your customer’s challenges and how your organization can solve them.

So even though it’s not simple, you are the right person for the job, and there are proven repeatable approaches you can utilize to create all types of thought leadership materials. 

Just remember to make sure it addresses the right problem, provides insight, is properly structured, and focuses on the audience, not the author.


AIDA model in the content development process

Custom image of AIDA here. Check out Google images for ideas

Here at Brown Bag Marketing, we use a powerful framework called the AIDA model to craft compelling thought leadership content for our clients. 

AIDA stands for Attention, Interest, Desire, and Action. These four steps represent the cognitive stages consumers go through during the buying process for a product or service.

While traditionally used in marketing campaign planning, we’ve adapted the AIDA model to provide a repeatable approach for creating thought leadership content, no matter the format – be it a blog post, white paper, infographic, video, or podcast.

Stage 1: The Attention Stage

Grab your audience’s attention. Specifically, define a unique problem that your prospect is facing. Sometimes the problem is obvious, and other times you may need to make your audience aware of a problem they face. 

The key is that this is a problem they want solved, not you. If you demonstrate your understanding of their world and their challenges, you will earn the right to have the discussion. 

Stage 2: The Interest Stage

Hook them with insights. This stage is the most important, as you introduce key insights that your audience must believe in to buy your product or service. 

These are the “big ideas” that are not about what you want to say, but rather what your audience needs to believe to accept your offering.

Insights can be your organization’s unique perspectives on the problem, or thought-provoking viewpoints that shift your audience’s perspective. The more provocative, the better – you want to grab their attention and leave a lasting impression.

Insights can also address unspoken questions or tackle potential objections. Regardless of the type, present them logically, guiding your audience towards the ultimate conclusion: your offering solves their problem.

Stage 3: The Desire Stage

Building desire for your solution. This stage is when we can finally discuss how our offering solves the identified problem. Because you’ve approached the conversation from a receiver-oriented perspective with the correct insights, you’re able to position your features and benefits naturally. This also helps to make a smooth transition to asking for their business.

Stage 4: The Action Stage

The all-important call to action. Lastly, we enter the Action Stage, where you ask your audience for a desired behavior or call to action. Because of your groundwork in the previous three stages, your request does not come off as premature or intrusive. You’ve earned the right to ask for their business.

Partner with Atlanta’s Best to elevate your content marketing

Of course, a process or model only gets you halfway there. It is what you do with it that makes a memorable piece. 

While frameworks like the AIDA model provide a valuable foundation, crafting truly impactful content requires a blend of art and science. You’re injecting your unique brand voice, captivating storytelling through written content or video marketing, and a deep understanding of your audience’s needs.

Are you ready to create content that resonates with your audience and drives results?

Brown Bag Marketing can be your partner in content creation. We offer a variety of services to help you achieve your content marketing goals:

  • Content strategy development: We’ll work with you to define your target audience, identify their needs, and develop a strategy to create content that resonates with them.
  • Content creation: Our team of experienced writers and storytellers can craft compelling blog posts, articles, white papers, infographics, and more for your audience groups.
  • Content distribution and promotion: We’ll help you get your content seen by your target audience through social media marketing, email marketing, and other supporting channels.

Let’s transform your brand story into high-performing content. Contact us today.