Power of Thought Leadership

Find out what audiences really think of thought leadership

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.

Find out what audiences really think of thought leadership

Harness the power of high-achieving content

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

Download the key findings infographic

View key findings, revealing stats and the top five reasons why our respondents say thought leadership fails to hit the mark, all in our downloadable infographic.

Click on the image to view the at-a-glance PDF in full.

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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. When the audience knows their stuff, quality has to be exceptional.

The top 5 reasons thought leadership fails

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?

PODCAST: James Watson on the power of thought leadership

In this second episode of Thought Leadership Insights, Longitude’s co-founder James Watson reveals the key findings of our Power of Thought Leadership research as well as exploring the major changes taking place in B2B and content marketing today.

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Do you have a question about our Power of Thought Leadership research? Get in touch to talk to the thought leadership experts:

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