Who should B2B thought leadership speak to?
Champion? Economic buyer? Technical buyer? Procurement?
Trying to speak equally to all of them in one founder voice usually makes the content vague.
A useful starting point is the champion.
Give them something worth carrying
The champion is the person who explains your case when you are not in the room.
Good thought leadership should make that job easier.
Give them language, data, frameworks, business logic, technical explanation and examples.
Something they can use in the next internal conversation.
This does not mean ignoring the buying committee
The champion may be your primary reader.
The content can still help them answer questions other stakeholders will ask.
What will finance worry about?
What will technical people challenge?
How does the business case work?
What proof exists?
That is more useful than trying to make one post "relevant to our whole ICP."
The test
Before publishing, ask:
Who exactly should find this useful?
And:
What should they understand or explain better after reading it?
If the answer is "everyone," the content is probably too broad.