Many Logistics companies still rely on outdated marketing approaches. Browsing social media platforms and sales collateral, you’ll see the same predictable visuals and content: photos of trucks, warehouses, talking about themselves, etc. While these elements are integral to logistics, do they really inspire confidence, differentiate a brand, or reflect the industry’s complexity? In an age where trust is the cornerstone of business, logistics companies need to do more. They must move beyond showcasing their physical assets and start showcasing their intellectual assets. What if logistics companies could move minds, not just freight? The answer lies in informational marketing, which builds thought leadership and positions companies as trusted experts in their field.

Why thought leadership and informational marketing?

To understand the transformative potential of informational marketing, let’s take a lesson from history—specifically, from Edward Bernays, the “father of public relations.” Bernays’ revolutionary approach to marketing wasn’t about selling products but about selling ideas and lifestyles. He believed in appealing to human emotions and psychology, reshaping public opinion by aligning products with societal values.

Adam Curtis’ documentary The Century of Self explores how Bernays and others shifted marketing paradigms. Instead of simply highlighting features and benefits, they created narratives that resonated deeply with audiences. This shift defined modern marketing, moving it from promoting functionality to building emotional connections.

While logistics might not lend itself easily to emotional storytelling, Bernays’ principles can still apply. Logistics companies can build trust by positioning themselves as problem-solvers, educators, and innovators. They can connect deeper with their audiences by sharing knowledge and addressing industry challenges.

To prove that informational marketing-related strategies aren‘t just another strategy, below we will share some statistics:

  • A survey revealed that top organizational leaders believe thought leadership can deliver an ROI of 16% or more, while department heads estimate an ROI between 5% and 15% (Fast Company);
  • 87% of marketers report a positive ROI for their content marketing efforts, underscoring its effectiveness in driving website traffic, generating leads, and increasing brand awareness (AI and digital marketing blog);
  • Marketers who prioritize blogging efforts are 13 times more likely to see positive ROI (com);
  • 48% of B2B decision-makers spend over an hour per week engaging with thought leadership content, with 17% dedicating four hours weekly, indicating the value placed on insightful industry perspectives (Marketing Profs);
  • Companies that excel in content marketing experience 7.8 times more site traffic than those that do not (Marketing Profs).

We could find many more statistics, but these above prove that this is one of the most advanced and best strategies; read below to learn about other logistics companies’ options and best content marketing practices.

What Other Tactics Logistics Companies Use (and Why They Aren’t Effective)

From a marketing and P&R perspective, logistics companies often adopt other approaches. Here are the most common ones (based on our observations and opinions):

Straightforward Pitchers: These companies create content and ads focusing solely on their services, often with a call to action to do business immediately. While this approach might work in the short term, it fails to build trust or differentiate the company. It’s a transactional tactic that lacks depth, which is critical for long-term relationships in logistics.

A “Cool” Logistics Company: Some companies attempt to make logistics seem “cool.” However, making logistics “cool” is a tough sell. The industry’s focus on reliability, efficiency, and problem-solving doesn’t lend itself easily to flashiness or emotional appeal. This may change in the future when new generations step into the positions of buying logistics companies. Still, at the moment, such a strategy can scratch the surface as it applies to a minority of your audiences.

A “Personal” Logistics Company: Some companies rely on sharing photos of employees and their achievements. While celebrating team members is essential, this approach often lacks strategic value. It can be done in a mix with content marketing strategy, but as a standalone tactic, it generates only likes and reach, not actual deals.

We are not saying that all of the above tactics are bad. We recommend that our customers introduce employees to milestones, but mixing knowledge content into your plan is necessary.

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Key Principles for Informational Marketing in Logistics

If we all agree that building thought leadership is key, let‘s examine some key principles and examples.

Key principles:

  1. Educate, Don’t Advertise: Traditional advertising focuses on selling services, but informational marketing focuses on educating audiences. For example, instead of saying, “We offer on-time delivery,” a company could publish a blog titled “How to Mitigate Supply Chain Disruptions During Peak Seasons.” By addressing real-world challenges, the company positions itself as an expert and builds trust.
  2. Appeal to Logic and Trust: Unlike consumer brands that often appeal to emotions, logistics companies must focus on credibility. Thought leadership content—like whitepapers, industry reports, and case studies—shows potential clients that you understand the complexities of their business and can offer reliable solutions.
  3. Position as an Industry Leader: Thought leadership is more than just sharing knowledge; it’s about leading conversations. Logistics companies can stand out by addressing sustainability, geopolitical impacts, or disruptions. By being the first to provide insights on these topics, they reinforce their reputation as industry leaders.

What the Biggest Logistics Companies Are Doing Right:

  1. DHL: DHL’s commitment to sustainability and its thought leadership (they have launched a think tank, where, together with its customers, it identifies trends, shares those trends with its network, and provides advice, among many other things) set it apart.
  2. Maersk Maersk uses thought leadership to address global trade complexities. Their content often focuses on supply chain transparency and solutions for geopolitical challenges. By sharing actionable insights, Maersk reinforces its position as a trusted advisor.
  3. FedEx FedEx leverages storytelling to humanize its brand. From highlighting the businesses it empowers to sharing stories about disaster relief logistics, FedEx uses content to showcase its impact beyond just shipping packages.

These companies demonstrate that success in logistics marketing isn’t about being flashy; it’s about being relevant, trustworthy, and forward-thinking.

Practical Steps to Implement Informational Marketing:

  1. Define Your Expertise. Identify the topics where your company can genuinely add value. For example, a freight forwarder might focus on customs clearance, while a last-mile delivery provider could share insights on urban logistics.
  2. Create a Content Strategy. Develop a content calendar that includes blogs, whitepapers, videos, and social media posts. Each piece should address a specific audience pain point and offer actionable solutions.
  3. Leverage Platforms. Use platforms like LinkedIn and others (depending on your segment) to share your content and engage with industry professionals. Hosting webinars or participating in industry podcasts can also expand your reach.
  4. Be Consistent. Consistency is key to building thought leadership. Commit to a regular publishing schedule to stay top-of-mind for your audience.
  5. Encourage Personal Branding. Empower company leaders to share their insights on social media. Personal branding adds a human touch to your company’s thought leadership efforts.

Conclusion

To sum up, informational marketing is an excellent path logistics companies can take to build trust and speed up new business developement. Other of our identified options, like straightforward pitching milestone posting, can be used as a marketing mix to make the content trendy and catchy. However, putting this as the core strategy is a mistake. The logistics companies that succeed tomorrow will be the ones moving minds today. By educating audiences, addressing industry challenges, and building trust, they can create lasting impact and drive business growth.

 

About the Author:

Thomas Ananjevas is a seasoned supply chain professional with 15 years of experience in purchasing and selling logistics services and building supply chains from the ground up. He founded a consulting, training, and marketing services company dedicated to the logistics industry. Thomas specializes in helping logistics companies implement necessary changes to ensure business growth and continuity.

If you want to speed up new business development, stand out from the competition, and implement the latest sales and marketing strategies and technologies to support them, click here to schedule a discovery call with Thomas.