Thought-leadership content is powerful when properly executed, study says

Thought-leadership content has a big impact in driving business-to-business sales and creating brand preference with buyers, but executives and decision-makers report they often don't find useful insights in such content, a study has revealed.

The study by public relations firm Edelman and LinkedIn also found that marketing professionals may not realize how much this content can influence executives and buyers at all phases of the buying process, according to an Edelman press release.

The study surveyed 1,300 executives and decision-makers via the LinkedIn platform in October and November 2016.

When executed properly, thought-leadership content can raise a brand's profile, bring proposal opportunities, and drive revenue, the study showed.

The study found that 45 percent of decision-makers and 48 percent of executives said that a company's thought leadership could win the company business, but only 10 percent believed their own thought-leadership content had that power. This means that while it is a powerful tool, there are opportunities for improvement and to use thought leadership more often.

“Earning the trust of customers is vital in the B2B buying process, where investments are large and the professional reputations of decision-makers may be at stake,” Joe Kingsbury, U.S. managing director of B2B at Edelman, said in the release. “The study points to a reality many marketers have struggled to quantify: the ability to demonstrate valuable insights about trends and customer challenges is critical for engaging with senior executives and can lead to tangible, positive business outcomes.”

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