Post by account_disabled on Oct 23, 2023 4:12:57 GMT -5
Buyers are clear: They want to see more humanity and relatability from the organizations they do business with. They want to know and trust the people behind a brand.One way to accomplish this is by using language that presents your company as personable. In the survey, 64% of respondents said they prefer content with a more human, less formal tone of voice. Meanwhile, 67% said they want content that prominently features the point of view of a clearly identifiable author, rather than content that’s just published under the brand’s name.There is a whole lot of thought leadership flooding the market right now. Unfortunately, most of it is coming up short of meeting the needs of its audience.The recent release of our annual LinkedIn-Edelman 2021 B2B Thought Leadership Impact Study examines the state of this vital content type through feedback from around 3,600 management-level professionals in the worlds of sales and marketing.The majority of these professionals (71%) say less than half of the thought leadership content they consume provides any sort of valuable insight.However, when done right, B2B thought leadership is highly influential. Sixty-five percent of respondents said a piece of thought leadership significantly changed their perception of a company for the better, while 64% say thought leadership is a more trustworthy basis for assessing a vendor’s capabilities and competency than marketing materials and product sheets.
For thought leadership to reach its potential Phone Number List marketers must understand the preferences of their audiences and develop content that aligns with those preferences as they evolve over time.Based on the survey responses, here are some of the techniques businesses can employ to move their thought leadership into the realm of “excellent” or “very good,” where only 15% of this content currently resides according to those consuming it.Decision-makers who consume thought leadership content do so primarily to stay on top of trends affecting their industries. They want to be ahead of the curve. This means it’s critical for marketers to stay educated about these trends and focus on delivering content that dives into topics currently affecting the professional space.It’s also valuable to keep an eye forward and inform your audience about what’s coming down the pike, but many make the mistake of leaning too hard into this. While 62% of respondents said they seek thought leadership that focuses on analyzing current trends that are likely to be affecting their business today, only 38% said they want content that’s more speculative and discusses where things might be going in the future.
Newsrooms across the United States have been shrinking rapidly. According to a Pew Research Center analysis of Bureau of Labor Statistics data that we cite in the report, employment in American newsrooms dropped by 26% from 2008 to 2020.This reduction means a correspondingly smaller universe of topics being discussed or analyzed. This helps explain why there is such a craving for new, unique, thoughtful business content — 54% of buyers who responded to the survey said thought leadership is a critical means of drawing attention to topics the media would not cover but are still meaningful to their industries.If you notice a blind spot in media coverage of your industry, thought leadership content is a great way to fill that void and attract readers or viewers who have Buyers are clear: They want to see more humanity and relatability from the organizations they do business with. They want to know and trust the people behind a brand.One way to accomplish this is by using language that presents your company as personable. In the survey, 64% of respondents said they prefer content with a more human, less formal tone of voice. Meanwhile, 67% said they want content that prominently features the point of view of a clearly identifiable author, rather than content that’s just published under the brand’s nOne way to accomplish this is by using language that presents your company as personable. In the survey, 64% of respondents said they prefer content with a more human, less formal tone of voice. Meanwhile, 67% said they want content that prominently features the point of view of a clearly identifiable author, rather than content that’s just published under the brand’s name.
For thought leadership to reach its potential Phone Number List marketers must understand the preferences of their audiences and develop content that aligns with those preferences as they evolve over time.Based on the survey responses, here are some of the techniques businesses can employ to move their thought leadership into the realm of “excellent” or “very good,” where only 15% of this content currently resides according to those consuming it.Decision-makers who consume thought leadership content do so primarily to stay on top of trends affecting their industries. They want to be ahead of the curve. This means it’s critical for marketers to stay educated about these trends and focus on delivering content that dives into topics currently affecting the professional space.It’s also valuable to keep an eye forward and inform your audience about what’s coming down the pike, but many make the mistake of leaning too hard into this. While 62% of respondents said they seek thought leadership that focuses on analyzing current trends that are likely to be affecting their business today, only 38% said they want content that’s more speculative and discusses where things might be going in the future.
Newsrooms across the United States have been shrinking rapidly. According to a Pew Research Center analysis of Bureau of Labor Statistics data that we cite in the report, employment in American newsrooms dropped by 26% from 2008 to 2020.This reduction means a correspondingly smaller universe of topics being discussed or analyzed. This helps explain why there is such a craving for new, unique, thoughtful business content — 54% of buyers who responded to the survey said thought leadership is a critical means of drawing attention to topics the media would not cover but are still meaningful to their industries.If you notice a blind spot in media coverage of your industry, thought leadership content is a great way to fill that void and attract readers or viewers who have Buyers are clear: They want to see more humanity and relatability from the organizations they do business with. They want to know and trust the people behind a brand.One way to accomplish this is by using language that presents your company as personable. In the survey, 64% of respondents said they prefer content with a more human, less formal tone of voice. Meanwhile, 67% said they want content that prominently features the point of view of a clearly identifiable author, rather than content that’s just published under the brand’s nOne way to accomplish this is by using language that presents your company as personable. In the survey, 64% of respondents said they prefer content with a more human, less formal tone of voice. Meanwhile, 67% said they want content that prominently features the point of view of a clearly identifiable author, rather than content that’s just published under the brand’s name.