Not enough of thought leadership content offers valuable insights

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 22, 2021, 2:19 AM GMT+0

LinkedIn’s 2021 B2B Thought Leadership Impact Study surveyed 3,593 business executives worldwide, across industries and company sizes.

COVID-19 generated a plethora of thought leadership content, according to the research, which outlines critical insights into B2B market trends. While 54% of decision-makers devote more than an hour per week reading and analysing thought leadership content, only less than half of such content offered valuable insights, according to 71%.

Thought leadership builds credibility as per 60% of buyers, and it drives brand awareness for newer or smaller brands, report 57%. Further, 47% of buyers say thought leadership caused them to discover and purchase from a challenger brand in a niche.

If a thought leadership content doesn’t engage readers within the first minute, 55% "move on." Some concerns with thought leadership include being excessively focused on sales (46%) and unoriginal thinking (40%).

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