Thought Leadership Content Marketing: How Founders Can Attract Investors & Early Users


Are you a founder finding it difficult to raise funds and gain early customers? Here's how thought leadership content marketing helps you achieve your business goals.

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Thought leadership content marketing

March 31, 2022

Happy Monday!

The age-old debate of the chicken and the egg has always fascinated me. 

Somedays, I’m convinced the chicken came first. After all, it’s chickens that lay eggs. On other days, however, I’m a firm believer in the supremacy of the egg since, in real life, a chicken is birthed only when an egg hatches.

This back and forth is a never-ending circle, and it spins my head. But you know what else this chicken and egg debate reminds me of? 

Founders raising money from investors or VCs.

You see, to grow and scale a startup, founders need lots of customers, which require considerable cash (that they can’t afford) to acquire and retain. Therefore, they turn to other people to finance their startups: VCs, angel investors, crowdfunding, etc.

That’s all well and good. 

And in a perfect world, VCs would invest in the potential of a startup in a heartbeat – even if the said company doesn’t have many paying users yet – because they understand the founder needs money to acquire customers. 

But this isn’t a perfect world. 

In our world, most VCs don’t invest in ideas (the few who do request huge equity in return). They invest in startups with traction, i.e, businesses with a considerable number of paying users.

Hence, the chicken and egg problem: You need money to get customers, but you also need customers to get money from startup investors. 

It is a classic catch-22 situation.

What is the way out of this trap for you as a B2B startup founder?

Two things:

  1. You need a cost-effective means to acquire early customers. 
  1. You also need to attract investors for your startup.

A great way to achieve these is by becoming a thought leader. In other words, being known for the problems your product solves (some call it building a strong personal brand). 

Jonathan Hung, an Angel Investor and Venture Capital Partner said as much when he wrote:

“Investors like a strong personal brand for 2 reasons, it usually makes the strongest candidates pop up on their radar and second founders with authority and influence in the space have a higher chance of succeeding and make it easier to attract additional funding, better employees and press to attract clients”

Got that?

A founder with a good personal brand attracts additional funding, talent, and customers. 

Ron Gibori, Head Creative Mind at Ideabooth expressed this same sentiment in response to a question on Quora:

Importance of personal branding for founders

Now the burning question.

“How do you become a thought leader and build a personal brand?”

Simple. 

By gaining expertise in a field, and sharing your knowledge through content marketing. Not just any form of content marketing, but thought leadership content marketing.

If you have any doubt about the efficacy of creating thought leadership content, here’s what a prospect (now client) said to our founder, Victor Eduoh, after following and consuming his content on LinkedIn: 

Thought Leadership Content result

Another prospect said this:

Thought Leadership Content result

See? 

Before we jump in, consider:

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In this piece, here’s…

How Does Thought Leadership Content Attract Investors & VCs? 

Let me set the record straight. 

Thought leadership content is a subset of content marketing, under the general umbrella of startup marketing:

Startup marketing tree

However, the major difference between thought leadership content and non-thought leadership content lies in the content writing technique. 

Here’s what I mean.

Thought leadership content originates from the subject matter expert’s unique experience, perspective, and knowledge. In contrast, the writer doesn’t need to have the experience for regular content but can draw from other people’s experience and research. 

Some thought leadership content examples are this piece by Nathan Barry, Founder of Convertkit, this content by Dharmesh Shah, Co-Founder of Hubspot, and Leo Wildrich, Co-Founder of Buffer’s article. These content examples have one thing in common: they are all unique to the writer.

The image below captures the differentiating factor between a thought leadership and run of the mill content:

Content marketing approaches

Thought leadership content is distinct, a product of deep thinking, and it stands out in a sea of overcrowded content because it brings something new to the reader.

Bear this in mind as there are no two ways about it. 

A thought leadership content must be of excellent quality while solving the reader’s problem(s) or have a compelling point of view. A generic or fluffy content piece cannot pass as thought leadership and won’t help achieve your aim of attracting investors or prospects.

It has to be original and of top-most quality.

See below:

Thought leadership content components

But there might be a catch. 

What if you’re not a good writer or lack time to invest in crafting such exceptional content?

Most B2B founders are in this boat.

The answer is to either outsource to specialized content marketing studios or enlist the help of your content team (if you have one).

Since content comes in different forms: videos, blog posts, infographics, whitepapers, reports, emails, podcasts, etc., which format should you create as a thought leader? 

A mix of everything, with a focus on blog posts or articles. 

In a study conducted by Semrush, 91.4% of respondents voted blog posts as the most popular form of thought leadership content. It is a win-win. These articles can always be repurposed into short videos, infographics, social media content, emails, etc. 

Up until this point, I’ve been telling you content marketing can help you, a B2B SaaS founder, raise funding. But I’ve not shown you how

So let’s look at how the content you create will put you and (your startup) on the radar of investors and VCs.

Thought leadership content marketing…

Establishes Your Credibility As a Niche Industry Expert 

When you create and publish b2b thought leadership content, you’re basically signaling you’re an expert on the aforementioned subject. This boosts your credibility and gives you a competitive advantage over other brands.

Therefore, if early investors stumble onto your content or search for you online and your content pops up, they’ll see you as a topical authority and be convinced of the growth potential of your startup.

Dr. Ritesh Malik, an Entrepreneur, and Investor shared his experience on how a founder’s content increased his confidence in the founder’s team and led to his investing:

“Content also reflects your strategy & your approach towards solving challenging problems. Just for an example, I am a doctor, have no idea about data sciences & data analytics, when an entrepreneur Veer Mishra from Neuron (data analytics platform) contacted me, I just went & googled him & found all the self-published content about what he did, on medium which helped me build a clear picture on what he does & helped increase my confidence in the team. Within a week I invested in Neuron & now it’s one of our shining portfolio stars.”

In addition, showcasing your domain knowledge helps to build trust which is very important. In this piece, John Rampton, a Founder, Investor, and Startup Enthusiast, said he wouldn’t invest in a startup if he didn’t trust the founder. In fact, he stalks every company he invests in because he invests in people, not companies. Therefore if the founder doesn’t seem trustworthy, it’s a no from him, regardless of how great the idea is.

Helps You Gain Early Customers

Remember the chicken and egg analogy in the introduction? And how investors won’t invest if you don’t have business results, but you need money to gain customers and business results?

Content marketing takes care of this problem. 

As I mentioned before, by building your brand (via thought leadership), you can gain early traction for your business and acquire customers. 

Edelman and LinkedIn conducted a study in 2020 with interesting results to prove the impact of thought leadership. Notable among these results are: almost ½ of decision-makers in B2B companies spend one hour, or more reading thought leadership content per week, and 49% of these decision makers’ purchasing decisions can be influenced by thought leadership.

With more customers resulting from your content efforts, investors will be drawn to your startup because they see your product can make money. In John Rood, Ex. Founder of Next Step Preparation exact words,

“Make a plan to get your first customer that doesn’t depend on huge outside investment. Why is this so important? Particularly if you are a first-time entrepreneur, it will be much easier to get investments on good terms (particularly from non-institutional investors) if you have some traction first.”

VCs are in the business of making money. Even though they know the investment business is a risk, they still don’t like to lose their money. By showing business results, they will be willing to take a chance on you.

Another benefit of gaining traction is it gives you an avenue to test your business idea in the market with an MVP or the actual product.

Helps You Make More Connections and Expand Your Network

Like-minds attract, they say. 

By building your expertise and influence as a thought leader, other thought leaders will gravitate towards you, thereby expanding your network. 

And you never know, some of these people might have the necessary influence to connect you with potential investors. But this cannot happen if you don’t have some sort of brand (which you can build with content) that people are attracted to.

It Highlights Your Focus And Dedication

Another way your thought leadership articles help raise funds is in the image you project to the public.  

When investors see the quality content you create, they see a founder well-versed in his field, who believes in the vision of his product, and who is determined to succeed. These traits are very attractive to VCs. As Shubhankar Bhattacharya, Venture Partner at Kae Capital said:

“When it comes to early-stage investing, the quality of the founders is arguably the greatest determinant of potential success and one key characteristic we evaluate is the entrepreneur’s ability to get customers/users, early hires and prospective investors to rally behind a vision. When founders make the effort to create thoughtful & engaging content, they are demonstrating the strength of their conviction in their own idea and the extent to which they understand their space or business model. Good content has the additional benefit of becoming search-engine friendly, facilitating discovery and positive word-of-mouth, which prove immensely useful when the startup has to impress upon early customers or employees. Given that such developments can have a significant impact on a startup’s growth, we look very favorably at entrepreneurs taking the lead in creating original content.”

In other words, VCs are partial to business owners who create original content because they see them as knowledgeable and dedicated.

Improves Your Visibility And by Extension, Your Startup’s

It’s simple. 

The more you create original content, the more your brand grows, and the more popular your brand (and your startup) becomes. Edelman and LinkedIn’s study cited earlier also revealed B2B companies who produced high-quality thought leadership content were more recognized and had a better reputation than their counterparts. 

This was also the case for Alex Turnbull, Groove’s founder. After creating thought leadership content on the blog, here’s what he had to say:

“When we started, virtually nobody knew who Groove was. Now, I get almost daily emails with interview and speaking requests, and bloggers asking for info about Groove that they can feature in their content. The thought leadership we’ve built through the blog has scored us many thousands of dollars of free PR.”

Logically, this means an investor’s chances of coming across your content and taking an interest in your startup are higher than otherwise.

Helps to Drive Company’s Story

Finally, by employing this approach to content marketing, you’re also building your startup’s story. As you may already know, brand storytelling is essential as it communicates the authenticity of your company and strengthens the emotional connection with your customers. Thought Leadership was how Alex Turbull was able to drive the story of Groove. It was also how Rand Fishkin engineered Moz’s brand story.

As a Product-Led Storytelling Studio, we specialize in helping B2B startups tell their stories better. SaaS founders reach out to us for this very reason: 

VEC testimonials

At this point, you’re familiar with how thought leadership content creation can help you raise funding. How about we look at the mechanics of creating this content?

How Founders Can Build Thought Leadership Content Moat

The nine steps detailed below will help you get the best results from thought leadership content marketing. 

Step 1: Know Your Target Audience

Before creating and implementing a content marketing strategy, you need to know your target audience first. By ‘knowing them’, I mean you need to understand their pain points, beliefs, and the solution they are looking for. 

You should create an Ideal Customer Profile (ICP) to do this better. 

To this effect, we have a proprietary framework we use to create ICPs and our clients’ ICPs. We call it ‘ICP StoryScript’, and it contains the internal pain points, external pain points, philosophical beliefs, and the expected transformation of the ICP. 

For instance, as the target ICP for this particular piece, here is the StoryScript created and referenced before writing:

Founders ICP Storyscript or persona

Knowing your audience is key, and you shouldn’t start creating content without it.

Step 2: Create a content strategy

Next, create a thought leadership content strategy. You don’t want to create content that solves no problem for the reader. 

Therefore, to get insight on the questions your target audience have, conduct keyword research. Another way to get content ideas is to pay attention to communities like quora, reddit, or plain ol’ Google. As your audience then grows, you could simply ask your audience to share their problems. 

After compiling some content ideas, set SMART goals and identify your preferred visibility channels to create a workable strategy. 

If you need a guide on how to create a content strategy, you should check the Topic Clusters Content Strategy. Although this guide is best suited for creating a demand-generating content strategy, with a few tweaks, it can be modified to suit your thought leadership content marketing needs:

Topic Clusters Content Strategy Framework
Source

Step 3: Create content with a unique perspective from your hard-learned experiences 

Now, it’s time for the actual content creation. 

Reverse engineer successful content from other thought leaders and create your content with a unique spin even if the idea is not totally new or original. 

Remember, your perspective is what demonstrates your expertise. So tap from your experiences and struggles as a founder to write engaging content people are interested in reading. 

To ensure that people take your content seriously, only share valuable stuff, Don’t write for the sake of writing. 

One hack to effective thought leadership writing is to keep journals or recordings of your experiences, so you don’t forget a thing. 

If you do decide to outsource your content creation, share the recording or journal of that particular topic with the writer so they can immerse themselves in the whole experience. This will then help them write just as you would, in your voice. 

Step 4: Distribute And Promote Effectively

Of what use is great content if nobody gets to read it? 

No use!

This is why content distribution and promotion are as essential as content creation. After putting all that effort into creating your content, you need to map out a distribution channel.

First, you need to know which channel your personal brand will predominantly be built on. Twitter? LinkedIn? Email? Facebook? Quora? Or a combination of different channels?

Before choosing a channel, consider where your ICP & potential investors typically hang out. Then after creating your content, distribute massively on the channel you’re active on. Effective content distribution will increase your visibility and highlight your thought leader status. In the words of Kennedy Nunez, a Business Development Associate for Swyft,

“If you want to be recognized as a true thought leader, you must be visible for all to see. To achieve this, you should create a wide range of content and distribute it in a variety of ways.”

NB: The next five steps don’t have to be executed in the sequential order presented, and the purpose is to increase your visibility.

Step 5: Engage With Your Audience

The fifth step to building a personal brand with content is relating with your audience. Over time, with proper content creation and distribution, you will be noticed, and more people will engage with your content. When this happens, don’t neglect to interact with your audience.

Respond to as many comments and questions as possible, and engage in meaningful conversations with your followers. This might seem like a lot, but it is necessary to humanize your brand and make it more approachable.

Step 6: Interact With Other Thought Leaders Content 

Apart from engaging with your audience, you should engage with other thought leaders and investors (a few minutes daily will do).

Look for their profiles on social media or communities, follow them, contribute to and share their content. Over time, you’ll have a well-rounded network and develop some sort of relationship with these people, which might come in handy.

Step 7: Guest post on sites where your ICP hangs out

Guest posting is underrated. As a part of your content marketing efforts, create guest posts on influential sites your target audience (business investors and prospects) hang around. This will help in increasing your visibility and expose you to a broader audience than you are currently connected with. 

Step 8: Be Interviewed On Podcasts

Podcasts, a type of content, are also a great way to demonstrate your expertise and authority as a thought leader. When you first start building your brand, you might need to approach some podcast owners to secure an invitation. But as your brand grows, you’ll be inundated with invitations. 

Apart from guest starring in other podcasts, you can start your podcast and invite other people. This makes for great content.

Step 9: Share Your Customer Success Stories

When building an effective thought leadership content marketing moat, the final piece is publicly sharing your customer success stories. This goes a long way in convincing people to use your product and investors that your company has the potential to make them money.

Another use of your customer success stories or testimonials is to infuse them directly into your content. It entails including how other customers solved their pain points with your product as the vehicle in your content. This method is called Product-Led Storytelling, and it is our flagship framework for content creation for B2B SaaS companies.

Here’s a quick case study on how Victor Eduoh followed the steps listed above to land a $60k per month client. Per step 1, the first thing he did was create an ICP StoryScript of his target audience. Here’s what it looked like:

CMO ICP StoryScript or persona

Then, when brainstorming content ideas, he identified an information gap and in response, created this extensive guide. This guide was written based on his experiences, and what has worked for him. In other words, it was a thought leadership content:

How to acquire Product Qualified Leads

He then used the Product-Led Storytelling formula when he shared customer success stories in his content:

Product-Led Storytelling in action

He didn’t neglect distribution (Step 4). He shared this content in communities (even before it was published) and on social media.

The result?

See it for yourself when he made a post (another distribution tactic) about it on LinkedIn: 

Content distribution on LinkedIn

If you look closely, his LinkedIn post above ticked three steps: distribution of the post (Step 4), engaging with his audience (step 6), and sharing customer success stories (step 9).

Remember, the 9 steps to building a thought leadership content moat start from creating content to promoting content, then boosting your visibility. Here’s a condensed version of these steps:

Thought leadership content engine

And following this path would help you get great results for your startup.

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Aside from the case study above, let’s look at how a B2B SaaS company achieved similar success:

How CopyAI Raised $11 million in Series A Funding 

Paul Yacoubian and Chris Lu are the founders of CopyAi, an AI tool for generating marketing copy faster. 

They are both thought leaders in the AI writing industry and are active on social media. They regularly create and post content to help their target audience. For example, here’s a Twitter post by Yacoubian on how to increase startup velocity (he’s an expert in this as he is an angel investor in addition to being a founder):

Thought leadership content example

Chris also creates thought leadership content on LinkedIn:

Thought leadership content example



And Paul Yacoubian recently published a blog post on How to build a social media following (with advice from those who have done it).

The result of their topical authority-building efforts when they first launched an MVP of CopyAI?

2000 users in 48 hours:

Thought leadership content result for CopyAI

This opened the floodgates to investors as not long after, they raised a seed round of $2.9 million, then just recently $11 million Series A funding.

This wouldn’t have been possible without their generating interest by building in public. Their launch tweet in October 2020 went viral, and currently, the company has an ARR of $2.4 million. 

Insane right? 

Well, that’s the power of having a personal brand. You’ll attract investors and customers alike.

Remember, Consistency is Key

Just as Rome wasn’t built in a day, building a brand isn’t a day’s job. Establishing your brand and topical authority takes time and consistent thought leadership content.

This means you shouldn’t give up when the going gets tough. And it will. 

It might seem like you’re shouting into a vacuum when you start out, and no one is listening to you. But if you persist in creating quality and problem-solving content, people will begin to recognize you, and your brand will take off.

Remember, as a B2B founder, one of the side benefits of building your brand is growing your startup. So get started right away!

If you’d like to learn more about crafting great content, scroll down, and subscribe to our newsletter.

About the author 

As an introvert, the way I express myself is through my written words. I continually hone this skill through constant learning and practice so that you can find great value in what I write.

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