Houston expert shares how to implement thought leadership into your B2B marketing

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What is thought leadership and how can it help you achieve your marketing goals? This Houston expert explains. Photo via Getty Images

Did you know that 52 percent of decision-makers and 54 percent of C-level executives spend an hour or more per week reading thought leadership content? This is according to a recent Edelman and LinkedIn survey on thought leadership.

I often counsel my clients about the role of thought leadership in B2B marketing. Thought leadership remains a strategic approach that can set a company apart, establish credibility and a strong brand voice and position it as a trusted expert in its industry. But what exactly is thought leadership, and how can it support a B2B marketing strategy?

Why a thought leadership strategy matters

Thought leadership marks a commitment to provide value through insights beyond mere selling. It involves producing content and ideas that address the company's target audience's most pressing challenges and questions. This content helps position the company as a service partner, go-to resource and industry advisor.

Builds credibility and trust: Trust remains vital in a B2B context where longer sales cycles and purchasing decisions undergo scrutiny. Thought leadership lets a company demonstrate its expertise, solution-based thinking and value meaningfully to decision-makers. According to industry data, an estimated 75 percent of decision-makers say an organization's thought leadership content is more trustworthy for assessing its capabilities and competencies than its marketing and product sheets.

Differentiates from competitors: By sharing insights, a company can differentiate itself in a crowded market. Thought leadership helps companies stand out by proving their deep understanding of the customer's challenges and needs and the solutions available for more efficient and cost-effective operations.

Enhances brand awareness: Regular publication of insightful content, whether through blogs, webinars or white papers, can increase brand visibility and keep the company top of mind for customers and potential customers.

Supports sales efforts: Well-crafted thought leadership content can powerfully warm up leads. It provides sales teams with material that resonates with prospective customers' pain points and aspirations. According to the Edelman report, nine in 10 decision-makers and C-suite executives said that they are moderately or very likely to be receptive to sales or marketing outreach from a company that consistently produces high-quality thought leadership.

How to implement a thought leadership strategy

Identify key insights and topics: Start by understanding the questions and challenges the target audience faces. Use this insight to create content that addresses these issues, offers solutions or provides novel perspectives. Include strong research and data, and offer case studies or practical steps. Depending on where the audience spends its time, consider publishing on LinkedIn, industry blogs, podcasts or webinars.

Remember that consistency is key: Thought leadership isn't a one-and-done approach. Build an ongoing and consistent content program. Keeping to a schedule helps maintain audience engagement and reinforces the organization's position as an industry leader.

Measure and adapt: Like any marketing strategy, measuring the effectiveness of your thought leadership efforts remains critical. Setting clear objectives provides the foundation for defining success and measuring outcomes effectively. Metrics could include media coverage, website traffic, social media engagement and business development leads. Additionally, sales impact can be measured by actions such as first-time discovery calls and sales-qualified leads.

Thought leadership proves an invaluable strategy for B2B marketing. It aims to assert the expertise of a company and build meaningful connections with its audience. A business can establish a strong, credible brand that attracts and retains customers by providing valuable insights and solving real-world customer challenges through high-quality content.

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Melanie Taplett provides communications and public relations services to the energy, manufacturing, technology, engineering and construction industries. Contact her at mtaplett@taplycom.com.

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A Houston expert shares her pointers on navigating marketing and communication strategies for startups. Photo via Getty Images

How Houston startups can bolster marketing and communications collaboration

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Marketing and communications remain crucial to startups. Building a more cohesive team dynamic between marketing and communications can offer a young company purpose, direction and language to differentiate its product or service value.

While marketing and communications have distinct goals, magic happens when the two work together to enhance the company's business objectives. Clients often ask me the difference between marketing and communications and how the two can complement each other. Consider these thoughts and steps to better collaboration.

Communication 101

Startups need support for creating a company narrative to help employees tell the story and show company value to customers and prospective customers. A communications plan includes the strategy for meeting business objectives, the target audiences, and the key messages that will resonate with each audience. Communications plans also identify the best ways to tell the story, i.e., media relations, social media sponsorships, website content, and presentations. In-house communications professionals might consider building a team of strong freelance writers to delegate writing projects.

Marketing 101

Marketing promotes products or services to a specific audience, whether reaching new customers or retaining existing ones. A strong marketing plan includes strategy, competitive analysis, market research, and identifying industry trends. Marketers use communications to develop and share messages with these audiences. Marketers should consider engaging freelance writers to create content.

How do marketing and communications work together?

Close marketing and communications coordination can be an advantage for customer engagement. That strong team approach offers an opportunity to ensure marketing and communication efforts center around the customer. For example, marketers may leverage company blog content (written by communicators) in marketing efforts, i.e., sales pitches, customer outreach, and company webinars, to help generate leads, and make conversions. Marketing teams can then provide analytics or customer feedback to optimize future content.

Examples of successful collaboration include a customer featuring a company’s newly enhanced product at an industry conference after reading the recent product launch in trade media, a series of thought-leadership blog posts after the marketing team received prospective customer inquiries on a hot topic or a successful case study provided by marketing for communications to leverage on the website, whitepaper, and social media accounts.

Data, please

Take advantage of the data most startups have at their fingertips because data sharing proves important in developing compelling content. For instance, marketers benefit from sharing industry trends, customer demographics and behavior, market research and internal data (how customers use the product or service) with communicators to enable them to produce more engaging customer copy. Also, marketers and proposal experts often receive requests for information from customers or prospective customers. Those requests can also be helpful to communicators in writing content. Then, once published, communicators can provide data on engagement to ensure that content resonates.

Report efforts

Find ways to share reporting of marketing and communications efforts. For instance, during a recent meeting, did a customer mention a company-bylined article in a trade publication? Did marketing receive a request for information from a prospective customer after reading a company white paper? Did a company expert get invited to speak at an industry conference due to a blog post? All these shared results help to optimize marketing and communications efforts and inform strategy pivots, if appropriate.

Break the silos

Break any silos for improved marketing and communications collaboration. Consider regular team meetings or create a Teams site or Slack channel to exchange information often. For example, one client recently held a successful all-day brand and team-building workshop. Open communication between marketing and communications teams remains critical to executing a solid marketing strategy and achieving business objectives. For a more cohesive communications and marketing approach, know the business objectives, define roles, and responsibilities, meet regularly, share data, and report efforts for better results.

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Melanie Taplett is a communications and public relations consultant for the technology, energy, and manufacturing industries.

A Houston expert outlines what startups and small business need to know about their communications strategy. Photo via Getty Images

Here's what Houston startups need to know about internal communications

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Startup founders often focus on outward victories. However, if they look inward and get internal communications right, this can prioritize, inspire, and retain talent, which is the heart of the company.

Consistent internal communication helps employees to understand the company's core values and mission and the evolving internal policies and procedures — health care benefits, reorganizations, remote work — that accompany a young business. Investing in internal communications also supports external public relations efforts because the best company storytellers are well-informed employees.

Consider these tactics for effective internal communications.

Prioritize messaging

In any startup, internal procedures evolve as the company grows. Take control of the narrative while easing employees' minds by prioritizing internal messaging.

Whether transitioning to a more flexible work schedule, updating healthcare benefits, or rolling out a performance review process, planning messages in advance can help team members understand the change, the impact, and how they can contribute positively to the development.

Well-informed employees help mitigate uneasiness and tend to achieve business goals more quickly. Make sure to allow the employees time to reflect and react.

Support managers

Leaders and mid-level managers play an integral role in internal communications by cascading information throughout the organization. They regularly engage with their employees, so it is important that managers feel confident and supported in their communication skills.

Managers can benefit from a common company language, talking points, or communications training for more effective and productive conversations. By identifying, clarifying, and reinforcing common goals and key objectives for managers, companies can strengthen productivity and eliminate confusion, especially if the company changes teams' roles and responsibilities.

Be consistent

Make sure that the drumbeat remains steady, whether this includes a monthly town hall meeting or weekly CEO emails. Since communication is not necessarily one-size-fits-all, use a communication approach tailored to the workforce.

For example, there might be more effective communication methods than email for employees not behind a desk. As a smaller company, take that time to connect with the team directly because as the company swells, that one-on-one experience will become increasingly difficult to manage.

Listen to employees

Delivering top-down messaging that resonates with the workforce remains critical. However, internal communication is a two-way street.

Allow team members to give valuable feedback. Encourage team members to share their thoughts about the company, concerns, and how to improve communications. Issue internal surveys or hold face-to-face meetings to gain useful insight.

Understanding these critical proof points will enable more effective communication and quick action on any issues.

Be a human

Keep humanity at the heart of internal communications. Amid the company's transition, maintain transparency and recognize the emotional toll some changes can have on teammates. The best talent will remain when they feel connected, informed and listened to.

Greater employee engagement can help build a strong company culture of accountability, authenticity and communication, setting up the business for bigger success.

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Melanie Taplett is a communications and public relations consultant for the technology, energy, and manufacturing industries.

Set the framework for your startup's social media policy. Tracy Le Blanc/Pexels

Houston social media expert urges startups and companies to establish a sharing policy and strategy

Guest column

While employees mean well, they may share or post company information on social media (Facebook, LinkedIn, Twitter, Instagram, blogs, among others) that could be misaligned with business objectives, creating a potential reputational risk for the company. For this reason, it is essential that companies big or small, including startups, develop, and implement a social media policy, so management and employees work from the same playbook.

Build the company’s social media strategy

First, management needs to define its social media to help inform its policy. How active do you want to be on social media? How do you plan to respond to comments? How involved do you want employees to be on social media as it relates to the company, specifically when involving company-issued devices or during business hours?

Companies must consider a proactive role in social media because if the company is not telling its story, someone else will fill the void. Plus, it's a great way to engage with the community and give everyone a glimpse of the company's culture.

Also, define what "social media" is for your company. Companies will likely want to cast a wide net to encompass blogs, personal websites, message boards, Wikipedia, as well as Facebook, LinkedIn, Twitter, and YouTube.

Determine the company's response process as well. Management's gut reaction might be to censor the content or take down less-than-flattering comments about the company. Management needs to understand the purpose of social media, and instead have a well-thought-out social media response process in place to ensure timely responses to questions and comments, so issues don't linger or snowball.

Once management determines the company strategy, establish tools, i.e., social media monitoring to help achieve the objectives.

Establish social media policy and identify a social media manager

While every company's social media policy is unique, make clear to employees that the company's code of conduct must be followed online as it is followed offline. Employees must protect proprietary and intellectual property and never share any confidential or proprietary information via social media, even through private messaging.

State clearly in the policy that employees can never represent themselves as official spokespersons for the company unless given explicit permission by the company. Moreover, while there should be management support of employee comments or likes on content associated with the company, employees need to make it clear that the views they express on social media are theirs and do not represent the company.

A company should determine one person that is responsible for its public persona and social media efforts, including monitoring and posting regularly on all social media channels. The social media manager must also be the one to handle any negative comments about the company, as well as any media requests.

Conduct regular training for employees

Companies must consider training for employees. Host a brown bag luncheon with social media training to provide employees an opportunity to understand the company's social media policy better, as well as ask questions. Employees often make social media mistakes when they don't know better.

Social media has changed the role of company communications. Companies — both big and small — that build a strong social media strategy and policy see the value of delivering company messages to a broader community, monitoring for feedback, and listening to conversations about their brands.

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Melanie Taplett is a communications professional serving energy, professional services, and healthcare companies. Contact her at mtaplett@taplycom.com or taplycom.com.

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Intuitive Machines lands $1M grant to expand robotics operations

Expansion mode

Houston-based Intuitive Machines is expanding its operations around the country.

The space tech company—which has offices and labs in Texas, California, Arizona, Colorado and Maryland—announced that it has received a $1 million grant from Maryland Gov. Wes Moore through the state's Build Our Future Grant. The funding will go toward expanding Intuitive Machines’ Super Cislunar Robotics Assembly Building (Supa-CRAB) Mechanisms and Robotics Center of Excellence in Anne Arundel County.

The company will move into a 69,000-square-foot facility and build out additional lab and office space. It will also procure equipment that will allow for in-house Assembly, Integration and Test (AI&T) activities, according to a news release. Intuitive Machines says the expansion will take place this fall.

“This collaboration shows how industry, state programs, and education can reinforce one another,” Steve Altemus, CEO of Intuitive Machines, said in the release. “Maryland invests in innovation, companies grow and hire, students gain experience, and communities benefit from new opportunities and long-term career pathways. Together with Governor Moore, the state of Maryland, and Anne Arundel County leaders, we are building a permanent path to long-term lunar operations, an advanced robotics and mechanisms center of excellence, and a technology edge for our nation.”

Intuitive Machines first launched operations in Maryland in 2021 and has since expanded five times in the state. The company officially opened its robotics and mechanisms facility in 2024.

The Maryland team has built robotics and mechanisms for the Nova-C landers and IM-1 and IM-2 missions. In the future, Intuitive Machines expects the Maryland team to work on its IM-3 Rover Deployment Mechanism (RDM), a 360 pan-tilt camera for panoramic views, the Main Engine Gimbal (MEG), and the company's first data relay satellite, known as Altus-1.

Intuitive Machines moved into a new $40 million headquarters at the Houston Spaceport in 2023. The company announced an expansion of its lease last year.

The company announced a $175 million equity investment to fuel growth in March. It's since landed a $180 million NASA CLPS award to deliver seven payloads to the moon's Mons Malapert on the IM-5 mission.

5 Houston universities named best in the world on new U.S. News list

Top of the Class

Five Houston-area universities have been named among the best universities worldwide in U.S. News & World Report's just-released comprehensive list for 2026-2027.

U.S. News' Best Global Universities report ranks more than 2,250 schools based exclusively on their academic research performance and international reputation. Only 275 universities from the U.S. were included in the global ranking, and 21 based in Texas.

Harvard University topped the list for 2026-2027, and the Massachusetts Institute of Technology and Stanford University claimed the coveted No. 2 and No. 3 spots worldwide.

Houston's Baylor College of Medicine topped the list of the best local schools, and it ranked as the 144th best university in the world.

Here's how the rest of Houston's local institutions ranked:

  • No. 201 – Rice University
  • No. 324 – University of Texas Health Science Center Houston
  • No. 390 – University of Houston
  • No. 599 – University of Texas Medical Branch Galveston

In a statement explaining global university trends, the managing editor for Education at U.S. News, LaMont Jones, Ed.D., said schools in the U.S. have continued to rank "disproportionately high" while major universities from other countries in China and South America are starting to catch up.

"The continuing strength of [American university] reputations and academic research are, for the most part, unmatched," he said. "It's why students all over the world flock here to learn."

Top-ranking Texas universities
The University of Texas at Austin ranked No. 1 statewide and No. 56 worldwide, further cementing the university's reputation as the top choice for students seeking a higher education in Texas.

Earlier in June, UT Austin ranked No. 35 in a separate list of the best universities in the world from the Center for World University Rankings, which compared 2,000 schools globally.

Here's where other Texas universities stand among the top 1,000 in this year's global rankings:

  • No. 113 – University of Texas Southwestern Medical Center, Dallas
  • No. 177 – Texas A&M University, College Station
  • No. 296 – University of Texas at San Antonio
  • No. 451 – Baylor University, Waco
  • No. 503 – University of Texas at Dallas
  • No. 562 – Texas Tech University, Lubbock
  • No. 739 – University of North Texas, Denton
  • No. 975 – University of Texas at Arlington
  • No. 944 – Southern Methodist University, Dallas
Additionally, six Texas universities ranked outside the top 1,000: University of Texas Rio Grande Valley (No. 1,153); University of Texas El Paso (No. 1,238); Texas State University in San Marcos (No. 1,531); Texas Tech University Health Sciences Center in Lubbock (No. 1,871); Texas Christian University in Fort Worth (No. 1,906); and Sam Houston State University in Huntsville (No. 2,141).

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This article originally appeared on CultureMap.com.

Rice student startup lands $1.85M to launch medical drone network

critical cargo

Students at Rice University have developed a medical cargo drone transport system to help deliver sensitive medical supplies and improve mobile healthcare efforts.

Haast Autonomous is the brainchild of graduating seniors Ege Halac, Jason Chen and Santiago Brent, who got their venture idea off the ground with help from the Liu Idea Lab for Innovation and Entrepreneurship (Lilie) Summer Venture Studio. The founders have developed the prototype at Rice’s Oshman Engineering Design Kitchen (OEDK) with fellow Rice researchers Felix Hasson, Ethan Javedan, Kenna Sanders and Caden Schmidt.

The startup has raised $1.85 million in pre-seed funding, according to Rice. The founders plan to focus on Haast full-time following graduation. They said they aim to launch pilot trials in 2027 and head to market later that year.

“We need better alternatives for a fast, safe and on-demand system of transport for life-critical cargo,” Halac said in a news release from Rice.

The Haast team has developed a custom aircraft with software that manages dispatch, routes, and chain of custody to assist in how materials move between sites in centralized medical systems. Generally, the transportation of medical supplies and materials between facilities and points of care relies on ground shipping or expensive air transport.

Haast Autonomous’ aircraft can take off and land vertically, and is designed around a mission profile of 50 to 62 miles. It can carry a payload of at least 5 pounds, with future versions intended to scale up in size. It also includes a built-in payload bay that regulates temperature, pressure, vibration and tilt to protect sensitive contents such as patient samples, antivenom or poisoning kits and radioligands or other therapies, according to Rice.

At first, the company envisioned the mission to be centered around transplants, but saw the product being best suited for a variety of operations.

“What we realized is that the platform we are building is suited for medicine, but it really underlies a much larger problem of mission-critical transport across industries,” Brent added in the news release. “We are building the fastest, most secure logistics chain for the world’s most sensitive cargo.”

Haast Autonomous was recognized at the 2026 Oshman Engineering Design Showcase and Competition, where it won Best Aerospace or Transportation Technology. It also performed well in the 2026 Napier Rice Launch Challenge.

In the future, Haast Autonomous plans to deploy a fleet of aircraft. The software will be designed to assist hospitals in requesting flights and tracking deliveries in real time.

“The drone is only part of the solution,” Chen also added in the release. “What matters is moving something from point A to point B in a way that fits into how hospitals already operate.”

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