For Nepali businesses looking to expand globally, content marketing is more than just a tool - it is a way to build real connections and establish trust with potential clients. While many companies recognise its importance, some miss the mark by focusing on quantity over quality. Effective content marketing is not about churning out generic material; it is about creating thoughtful, engaging content that speaks to the specific needs of your target audience. If done right, it can help Nepali businesses stand out, build lasting relationships and drive real growth.

Of late, Nepali businesses are gradually realising the importance of a robust online presence to compete on a global scale. However, having a website alone is not enough. To truly stand out in the crowded marketplace, companies must actively engage with their target audience through compelling content. Delivering valuable content consistently can attract organic traffic to their websites, generate leads and ultimately convert visitors into paying customers. Additionally, content marketing can help to improve search engine rankings which makes it easier for potential clients to discover the company online. By offering valuable insights and aligning content strategy with their business goals, companies can turn content marketing into a powerful engine for growth and success.

Why Thought Leadership Matters in B2B Marketing

Though leadership is about becoming a trusted source of insights and solutions within your industry. For B2B companies, this credibility can make all the difference when engaging with potential clients, especially in international markets. Thought leaders are not just selling products or services; they are offering expertise, innovation and vision. Establishing thought leadership through content marketing allows B2B companies to build trust and credibility with a global audience; educate potential clients about industry trends and challenges; demonstrate expertise in solving complex problems, making them a go-to solution provider; and attracting high-quality leads by offering valuable insights that draw in decision-makers.

For Nepali businesses looking to break into lucrative Western markets, positioning themselves as industry experts through content marketing can help overcome the limitations of network-based growth and open doors to new opportunities. The key steps to establishing thought leadership through content marketing are outlined below:

Creating High-Value, Educational Content

Thought leadership is rooted in providing value. Instead of creating promotional content, companies must focus on offering educational resources that address the pain points and challenges of their audience. This could include: blog posts, white papers, and eBooks that dive deep into industry trends, best practices, and solutions; case studies showcasing their successful projects, particularly how companies solved specific client challenges; and webinars and video tutorials that offer insights into complex processes or emerging technologies. For example, a Nepali software development firm could publish a blog series on best practices for cloud integration, positioning the company as a leader in cloud services.

Leveraging Data-Driven Insights

One of the most powerful ways to establish thought leadership is by sharing original research or data-driven insights. Companies can conduct industry surveys, compile reports or analyse trends based on their data. Sharing unique insights not only sets your business apart but also creates content that is highly shareable and likely to be cited by others. Nepali companies can collaborate with local industry bodies or use in-house analytics to generate reports that are relevant to both local and international markets.

Consistency is Key

Establishing thought leadership doesn’t happen overnight. It requires a consistent stream of content that provides ongoing value. Develop a content calendar and stick to it, ensuring that you regularly publish new and relevant material. The more consistent your company is, the more likely your audience is to see you as a trusted source of information. Nepali businesses can start by committing to a monthly blog post or white paper, gradually scaling up their content output as their audience grows.

Tailor Content for International Audiences

As Nepali businesses target international markets, it is essential to tailor content to resonate with different cultural contexts and business environments. This means using language and examples that are relatable to a global audience; understanding the business challenges specific to each region and addressing them in your content; localising content for different markets, ensuring that it speaks to the needs of potential clients in places like the US, Europe, and Australia. For example, a tech company in Nepal could create separate case studies or white papers for different regions, highlighting how their solutions meet the specific demands of that market.

Utilise Multiple Channels to Distribute Content

To maximise the reach of content, companies can utilise a variety of distribution channels. Some of them include social media platforms like LinkedIn to share blog posts, articles, and industry insights with a professional audience; email newsletters targeting current and potential clients with valuable content; industry forums and groups where they can share their expertise and network with potential clients or partners; and guest blogging on international platforms to expand your reach beyond your immediate network. A strategic approach to distribution ensures that your thought leadership content reaches decision-makers in key markets.

Engage with Your Audience

Thought leadership is not just about publishing content but also engaging in meaningful discussions with your audience. Encourage feedback, respond to comments, and participate in industry-related conversations on social media or forums. Building relationships with your audience adds authenticity to your thought leadership efforts and increases your visibility. For example, a Nepali company specialising in fintech solutions can participate in LinkedIn discussions about digital payment trends, showcasing its expertise while also engaging with a broader professional audience.

Collaborate with Industry Experts

Building thought leadership does not have to be a solo effort. Companies can partner with other industry leaders, influencers, or relevant organisations to co-create content such as webinars, podcasts or joint research papers. This not only expands their reach but also enhances their credibility through association with established experts. Nepali businesses could collaborate with international industry bodies or tech influencers to produce content that appeals to a global audience.

Some Successful Examples Zoho

Zoho, an Indian SaaS company, has made a name for itself by offering affordable and comprehensive business tools that cater to small and medium-sized enterprises around the world. Zoho has established itself as thought leaders by sharing valuable insights on cloud software, data security, and business automation. With a focus on user-friendly innovation, Zoho also provides educational resources that help small businesses navigate digital transformation, making them a trusted go-to worldwide. Their content strategy is well-rounded, featuring blogs, webinars, whitepapers and case studies that speak to a global audience. By tailoring their content to local markets and positioning themselves as a more affordable option to big US names like Salesforce and HubSpot, Zoho has made a successful push into Western markets.

FashionValet

FashionValet, a Malaysian e-commerce platform, has really championed modest fashion, becoming a go-to brand in Southeast Asia for culturally inclusive clothing. It has tapped into the growing demand for modest fashion in Western markets too, where inclusivity is a big conversation. Through a combination of blogs, style guides and social media campaigns, FashionValet shows off the latest trends while also talking about the importance of sustainability and ethical production. Its collaborations with influencers and designers help it create content that goes beyond just fashion—it tells a story, one that resonates with Western consumers who appreciate diversity and cultural authenticity in fashion.

Careem

Careem, the ride-hailing giant from Pakistan, has been leading the way in urban mobility across the Middle East and North Africa. The company just focuses on getting people from point A to point B; it is heavily involved in shaping the future of smart cities and sustainable transportation. Careem uses content like blog posts and social media campaigns to talk about trends in urban mobility and the real-life impact of their services, especially for drivers and local communities. This thoughtful approach to content helped Careem get noticed internationally, eventually catching the eye of Uber, which acquired them—a testament to their success in standing out on the global stage.

These examples demonstrate how small and mid-sized companies from Asia have effectively used content marketing and thought leadership to expand into Western markets by offering valuable insights and creating localised content to attract global audiences.

Conclusion

In today's competitive global landscape, content marketing is more than just a marketing tool; it is a strategic investment in your business. By consistently delivering high-quality, valuable content, companies can establish themselves as thought leaders, build trust with international clients and drive sustainable growth. Remember, effective content marketing is not about quantity; it is about quality, consistency and a genuine commitment to providing value to your audience.

(Karki is the co-founder at Korifi B2B, a full-service and arguably Nepal's first full service B2B Marketing Agency working globally and Munankami is B2B Business Development Strategist at Korifi B2B.)

(The opinion article was originally publihsed in the  October, 2024 issue  of the New Business Age Magazine.)