1 Marketing Thing To Fix This Month: Your Invisible Leadership Team
- JB Marketing
- 15 hours ago
- 3 min read
Your leadership team could be one of your business’s biggest marketing assets. So why are they often nowhere to be seen?
It’s something I see a lot, particularly in B2B businesses.
You have directors and senior leaders with years—sometimes decades—of experience in their industry. They have opinions, knowledge, stories, expertise and a genuine perspective that customers and potential customers could find incredibly valuable.
They've seen their industry change. They've solved difficult problems. They've learned lessons along the way. They understand the challenges their customers are facing because they’ve often been dealing with them for years.
But when you look at the company’s marketing, you’d never know any of that.
Instead, you see the usual company updates: “We’re pleased to announce…”, “Another successful project completed…”, “We’re delighted to share…” and “Get in touch to find out more.”
There’s nothing wrong with these posts. They have their place. But they don’t necessarily show people the people behind the business.
Your leadership team has a story to tell
Thought leadership doesn’t have to mean writing a 2,000-word white paper or becoming a LinkedIn influencer.
It could be as simple as your Managing Director sharing their view on something happening in the industry. Your Operations Director explaining a common challenge they see customers facing. Your Technical Director talking about a change businesses need to be aware of. Your founder explaining why they started the business in the first place.
It could even be someone from your leadership team sharing a lesson they’ve learned after 20 years in the industry.
That’s content. And, more importantly, it’s content that is difficult for your competitors to copy.
Your leadership team’s experience, opinions and perspective are unique to your business. They give your marketing something that generic corporate content simply can’t.
But here’s where it often goes wrong
Marketing asks a senior leader: “Can you write something for LinkedIn?”
They say they’ll get around to it.
They don’t.
Three months later, marketing asks again.
Sound familiar?
The problem isn’t necessarily that your leadership team doesn’t have anything to say. Quite the opposite. They probably have more useful things to say than anyone else in the business.
The problem is that they’re busy running the business. They don’t necessarily have the time—or the inclination—to sit down and write a LinkedIn post from scratch.
That’s where marketing comes in.
Instead of asking them to write an article, spend 20 or 30 minutes talking to them. Ask them what they’re seeing in the industry right now. What are customers getting wrong? What has changed recently? What should businesses be paying more attention to? What frustrates them about the industry? What do they wish customers understood? What do they think is going to change over the next few years?
Listen to the answers and look for the interesting points.
Those conversations could give you enough ideas for weeks of content and help you market your leadership teams' expertise and knowledge.
Your marketing challenge this month
Book 30 minutes with one person from your leadership team.
Don’t ask them to write anything. Just have a conversation.
Find out what they’re thinking about, what they’re seeing in the industry and what they believe your customers need to know.
Then turn that knowledge into content.
It could become a LinkedIn post, a blog article, an email, a video, a podcast, a customer guide or even a series of different pieces of content.
You might be surprised by how much valuable material comes out of one conversation.
And suddenly, your leadership team isn’t invisible anymore.
They’re helping demonstrate the experience, expertise and personality that makes your business different.
One final thought - marketing your leadership team
People don’t just buy from businesses. They buy from people they trust.
And sometimes the best way to build that trust is to let people see—and hear—the people who are actually running the business.
Your leadership team doesn’t need to become a team of content creators.
They just need to start having conversations that your marketing team can turn into content.
If you found this useful, feel free to forward it to another small business owner who might find it helpful too.
JB Marketing & Communications — practical marketing support for businesses that want their marketing to actually work.
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