Thought leadership is widely acknowledged as an essential part of today’s B2B marketing toolkit, yet our new research shows not everyone is getting it right.
We surveyed 224 senior executives from around the world – thought leadership consumers and producers – to find out what audiences really think about this content and what advice they have for the marketing professionals who create it. The group included 21 CEOs and 52 other board and C-level executives, of which 21 were CMOs.
Our survey findings highlight the value consumers of thought leadership place on this form of brand communication:
1. 77% of thought leadership consumers agree that it provides original, business-relevant insight
2. 84% agree that it improves their knowledge
3. 76% say that it helps them make better business decisions
4. 78% agree that if they read intelligent thought leadership they are more likely to trust or listen to that company in the future
We hear many reasons cited anecdotally why executives may be turned off by a piece of thought leadership: it’s too long; it doesn’t address their specific business issues; it’s too sales-focused – the list goes on. But what is it that really turns audiences on to – or off – thought leadership content?