Do you want your brand to stand out in a noisy marketplace, be authentic and take customers with you? Your C-suite executives can be your greatest marketing asset.
For years, B2B technology firms have struggled to find their voice and sound warm, human and emotionally connected. But with the march of AI chatbots, it’s got harder. The sterile, robotic voice is back. And customers are losing interest.
The sausage factory of executive ideas.
Lazy, AI-fed marketing will flatten your message and blunt its competitive edge. Superficially competent, the end product is lifeless and unappealing.
But getting conversational chatbots to write executive thought leadership pieces is probably the worst marketing blunder of them all. Here’s what I mean.
AI-driven thought leadership is an oxymoron. The AI doesn’t think in a unique, pioneering way. By nature, it’s manufacturing average ideas drawn from LLM pulp.
If you want your C-suite to sound like everyone else, then go with AI. Even tidying draft articles with AI runs the risk of deadening the message.
Innovative, future-minded thought leadership exists at the edge — beyond AI.
This is where AI cannot go. It’s where the C-suite thinks, talks and explores ideas. Sometimes ideas are instincts. They need drawing out, shaping into a narrative and strengthened with datapoints and real-life business know-now and observations.
This is where marketing teams need copywriters with a journalistic background. Not someone who’ll give your CEO or CTO a hard time. But rather, a professional writer who’ll understand the topic and get up to speed very quickly. They’ll also ask incisive questions and push the ideas, finding the edges of the article — and the suggesting the strongest angle possible.
Get this right, and a powerful, unique voice emerges. You can begin to own the conversation.
For several years, we’ve worked with business leaders to create opinion pieces for Forbes, company blogs and articles for industry websites as well as for LinkedIn.
Quite often, it’s about turning raw thoughts into thought leadership with impact. The results can be remarkable.