Abel Delgado
Marketing Director
AMI
One huge barrier that faces LatAm B2B marketers trying to develop thought leadership content is that their companies’ top experts don’t have time to provide their wisdom.
They are busy leading companies.
Realistically, you can’t get them to sit down and write an article or a case study or even offer ideas for content.
So don’t.
Instead, schedule a 30-minute Teams or Zoom call and ask them:
- What are the biggest problems facing our customers?
- What are the biggest challenges facing our industry?
- If you had a magic wand, how would you fix our industry?
- What’s the future of our industry?
The idea is to get them talking about broad problems and shake loose their knowledge by getting them talking and working through the questions.
Record these sessions, obviously. With any luck, you’d end up with 3-4 calls where top leaders tackle 3-4 key questions.
You can then take the transcript and use an AI platform to fashion each question response into articles.
Of course, the resulting articles could still be low-quality.
Maybe the leader was too cautious in speaking or didn’t delve enough into the topics.
No problem. Schedule another call and probe into those areas. Since you’ll have a transcript of the earlier call and the initial stories, you can figure out where the problem spots are and develop specific questions to pose to the leaders to get at answers.
This will give you new material to transcribe and drop into the earlier drafts of stories and end up with better material.
If you have developed 3-4 good topics addressed by a leader, that’s 3-4 articles. If you spoke to 3 leaders, you could have as many as 12 articles.
This approach leverages the ability of AI to fashion spoken answers into coherent stories but draws on the real-world knowledge of your leaders, as opposed to an AI platform generating stories based on whatever it gleans from the Internet, which as we know can be considerably flawed.
Why Market Research Is the Key to Strong LatAm Thought Leadership
Market research can fill LatAm’s data gaps, fueling thought leadership and B2B marketing efforts.
Next Steps
Contact us if you need help executing this strategy due to time or bandwidth constraints. Our company does lots of primary researchers for Latin America’s top thought leaders, so our analysts are skilled at drawing out market insights from experts. We could conduct the interviews and create articles based on them to give you some pieces to start with.
Of course, we could go even further by executing a market study for your company that could power your thought leadership across several formats: blog pieces, infographics, videos, webinars, podcast episodes and more.
This two-sided approach could well have your company go from zero thought leadership to having a rich, full thought leadership up and running in a matter of months.
