Can thought leadership content influence B2B sales?
At least 3,275 global business executives think so.
A study conducted in 2019 by Edelman and LinkedIn highlights that: quality thought leadership content has a significant influence on business decision-makers. The current uncertain environment has magnified the need for credible, trusted, impactful information and guidance.
They also agree that there’s a significant gap between businesses that produce high quality vs lower quality.
Yet only 32% say they produce very good content.
Edelman and LinkedIn’s thought leadership flywheel is a helpful framework to put things into perspective.
Finding the right topics can be an intersection between:
- Timely industry trends
- Customer pain points
- Your company’s growth priorities.