This article outlines a framework for using YouTube to build authority in your niche. It emphasizes understanding your audience's problems, crafting clear promises in titles, and creating engaging thumbnails to attract viewers. The Four P's framework—problem, package, promise, and process—guides content creation.

The article critiques the traditional TOFU/MOFU/BOFU framework in marketing, advocating for a shift in focus from top-of-funnel content to middle and bottom-of-funnel strategies. It argues that too much emphasis on TOFU leads to generic content, while MOFU and BOFU can drive trust and conversions when crafted thoughtfully.

Starting a podcast requires careful consideration of goals, content, and guest selection, which many aspiring podcasters overlook. A more effective alternative is to adopt a podcast guesting strategy where organizational leaders appear on established podcasts, leveraging their expertise to enhance brand visibility and thought leadership with less effort. Implementing a structured approach to podcast guesting can yield significant marketing benefits without the heavy lift of creating a podcast from scratch.

The 2025 B2B Thought Leadership Impact Report highlights the importance of "hidden buyers," who play a significant role in B2B purchasing decisions despite their lack of visibility. By leveraging thought leadership as a strategic tool, companies can engage these influencers, build trust, and potentially convert them into advocates for their brand. The report emphasizes that strong, perspective-shifting content can effectively reach and resonate with these hidden stakeholders.