Thought leadership is a content marketing approach that portrays brands and marketers as subject matter experts.
According to a LinkedIn-Edelman survey, 55% of decision-makers increased their business with a company based on their thought leadership. Additionally, 60% of business leaders mentioned they were convinced to buy a product or service they were not previously considering, after going through the company’s thought leadership content.
These figures indicate that thought-leadership content can help marketers effectively engage existing customers, retain them and influence their purchase decisions. Businesses can foster consumer trust and generate more leads by crafting thought leadership content to help consumers make better and more informed decisions.
Creating content to demonstrate knowledge in advance and anticipate consumer pain points can further help marketers shorten the sale cycle. Marketers should consider corporate blogging, guest posting on established websites and podcasts as potential channels to establish thought leadership.
[4 minute read]