Content and thought leadership
Your buyers are not just comparing features, they are deciding whose view of the world they believe. Archetype APAC helps tech and B2B brands build content and thought leadership that earn attention, shape conversations and support long term growth.
From flagship reports to executive articles and sales enablement, we turn your expertise into a steady stream of ideas that audiences actually want to read and share.
Why thought leadership matters for tech and B2B brands
Complex buying journeys and considered decisions mean your brand needs more than short term campaigns. You need a clear point of view, delivered consistently across channels, that helps buyers navigate change and risk.
At Archetype APAC we:
- Clarify the themes and issues where your brand can speak with authority
- Define the audiences and decision makers that matter most
- Plan content around real questions, objections and triggers in the buying journey
- Connect content to PR, digital and sales so it actually gets used
The result is a content engine that builds trust and preference, not just a library of disconnected assets.
Content strategy and messaging
Strong thought leadership starts with a clear strategy. We help you choose the battles you can win and the stories that support your positioning.
Our work includes:
- Content and editorial strategy
Defining themes, narratives and content pillars that connect your commercial priorities with what audiences care about. - Message and story frameworks
Creating simple, reusable messaging structures that keep content on brand while allowing room for nuance by sector or audience. - Editorial calendars
Planning content across quarters and key moments, aligned with campaigns, product launches and external events.
This foundation keeps individual pieces of content aligned and makes it easier for internal teams to brief, review and approve.
Long form content and flagship assets
Well executed long form content can anchor your marketing for months. We specialise in turning complex topics into clear, structured and usable assets.
Typical projects include:
- Research reports and flagship studies
End to end development of data led reports, from proposition and survey design through to writing, layout and launch planning. - White papers, guides and playbooks
In depth content that explains your approach, frameworks and lessons learned in a way that feels practical, not promotional. - Case studies and stories of impact
Credible proof points that show how your technology or services make a difference for customers, partners and end users.
We balance rigour and readability so assets work for both senior decision makers and practitioners.
Executive thought leadership and ghostwriting
Leaders often have strong views but limited time. We help your executives show up as thoughtful, consistent voices in the conversations that matter.
Our support covers:
- Positioning and content plans for executives
Defining the topics, audiences and formats that make sense for each leader, from CEOs to technical specialists. - Ghostwritten articles and opinion pieces
Turning interviews, notes and presentations into polished articles for owned channels, media outlets and professional platforms. - Speeches, keynotes and panel preparation
Drafting outlines, scripts and talking points that align with your wider narrative and feel authentic to each speaker.
We work in ways that respect executive time and voice, with clear processes for review and sign off.
Campaigns and amplification
Content only creates value if people see and engage with it. We design activation plans so your assets drive awareness, engagement and opportunities.
This often includes:
- Integrated launch campaigns
Coordinating PR, social, email, paid and events around key content releases so you get more from each asset. - Content for ABM and mid funnel
Tailoring and packaging assets for specific industries, accounts and buying groups in partnership with ABM and sales teams. - Always on content programmes
Building regular publishing rhythms that keep your brand visible between major launches or announcements.
We collaborate closely with our Digital and ABM and Strategic communications and PR teams to make sure amplification is joined up.
Sales and partner enablement
Thought leadership should be a tool your sales and partner teams want to use. We help translate big ideas into practical materials that support conversations in the field.
Examples include:
- Sales decks and one pagers
Clear, visually strong materials that help teams explain your value and spark deeper discussions. - Conversation guides and talk tracks
Simple guidance on how to use content in meetings, events and follow up. - Content toolkits for partners
Adaptable assets that partners can co brand and localise while staying true to your narrative.
This closes the loop so content supports both marketing and revenue teams.
Measurement and learning
We focus on how content changes awareness, perception and pipeline, not just basic engagement metrics.
Our approach covers:
- Clear objectives and success measures
Setting realistic goals for each asset or programme, from reach and engagement to influenced opportunities. - Reporting that tells a story
Bringing together data from channels, CRM and qualitative feedback in a way that informs decisions, not just fills dashboards. - Continuous improvement
Using performance insights to refine topics, formats and distribution for future content.
Over time this builds a library of proven themes and formats that you can reuse and adapt with confidence.
How we work with you
We can operate as your lead content and thought leadership partner, or slot in alongside existing agencies and internal teams.
Typical engagements include:
- Ongoing content and thought leadership programmes for priority markets or sectors
- Development and activation of a flagship research or insight report
- Executive profiling and ghostwriting support across a leadership team
- Content strategy and playbook projects to align multiple regions or business units
We align closely with your brand, product, communications and sales stakeholders so content supports shared goals.
Talk to us about your content and thought leadership
Whether you are starting to build a point of view, refreshing an existing content programme or planning your next flagship asset, we can help.
Ready to turn your expertise into impact? Contact the Archetype APAC team to discuss your content and thought leadership priorities and explore how we can work together.