On Brand Content is now Thought Liters

But before I explain what Thought Liters is, and why you should stay tuned in: some context.

In July of this year, I launched this newsletter as On Brand Content in the hopes it would serve as a resource for best practices in B2B content. I spent a ton of time looking around for good examples — even found a few. It was going OK.

Pretty soon though, I got bored of it. Just wasn’t passionate about it.

Look, is the future potential in B2B content huge? Absolutely. A 2024 LinkedIn / Edelman study told us as much. Of decisionmakers, in B2B:

• 90% are moderately or very likely to be more receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership.

• 86% are moderately or very likely to invite organizations that consistently produce high-quality thought leadership to participate in the RFP process.

• 73% say thought leadership content is a more trustworthy basis for assessing capabilities and competencies than marketing materials and product sheets.

• And, 52% spend an hour or more on average per week reading thought-leadership content (54% among CXOs!!).

But (and this is the craziest stat in my mind):

• Only 15% of decisionmakers say the overall quality of thought leadership they consume is very good or excellent.

That is a ridiculous gap…and a massive opportunity.

But rather than spending my time seeking it out, I thought to just try and do it myself.

Enter Thought Liters. A concept in its infancy, but which I believe has monster potential among B2B content.

The shtick is rather simple: meet brilliant brand minds and share a flight of beverage with them. The types of questions change with the variety of sip. Shamelessly inspired by Hot Ones, just the business world.

I’ve already filmed a 6-pack of episodes — my pilot season. More to come on that.

This newsletter will share more of the behind-the-scenes of the content — specifically, its development, challenges, and milestones. It’ll also offer highlights from the main video content, and hopefully I can snag a few interviews with other content hosts.

(Honestly it might be a little scattered for a while until I hone it in. Newsletters are still new to me.)

That’s what you can expect going forward. I hope you stick around (obv you can always unsubscribe) and watch me either prove this out or fail. It’ll be educational either way.

Adam