According to an Edelman and LinkedIn report, nearly 40% of decision-makers said reading poor thought leadership content could make them lose “respect and admiration” for an organisation.
While thought leadership content helps B2B brands attract prospects, if poorly crafted, it can impact a company’s reputation. As most brands refocused attention from from in-person events to content creation amid COVID-19, the market for thought leadership has become saturated.
Brands looking to create thought leadership content must ensure their content is unique to the audiences to increase readership. However, businesses must avoid taking a siloed approach when it comes to producing content and craft thought leadership content that offers value.
Companies can leverage tech and resources like articles, calculators, case studies and more to support cross-business teams across departments. Marketers must create thought leadership content that understands consumers’ pain points, rather than focusing on vanity metrics like reach.
[3 minute read]