Post by account_disabled on Oct 12, 2023 7:31:26 GMT
These data points spell out an emerging directive for thought leadership content creators: stand out from a growing crowd. Heightened competition equates to a raised bar, especially at a time when decision-makers are generally underwhelmed by the quality of thought leadership they encounter.One of the first known mentions of the term “thought leader” came nearly 30 years ago, when Joel Kurtzman, editor-in-chief of Strategy & Business magazine, offered this definition: “A thought leader is recognized by peers, customers and industry experts as someone who deeply understands the business they are in, the needs of their customers and the broader marketplace in which they operate. They have distinctively original ideas, unique points of view and new insights.”
In the many years since that definition hasn’t really changed. But the ways in which thought leadership is perceived, created, delivered, and consumed have transformed time and time again.Keeping up with B2B thought leadership trends is critical right now, as decision-makers are seeking clarity through clouds of uncertainty, and brands are competing to differentiate in a digital space.
How can you be confident your thought leadership Phone Number List strategy is aligned with current expectations and preferences? LinkedIn and Edelman’s annual thought leadership impact study is designed to keep B2B marketers up to speed as things evolve, by surveying decision-makers and C-suite execs who engage with this content.Here are four noteworthy trends we noticed when comparing our 2021 report to last year’s.Account for These B2B Thought Leadership Trends in Your Strategy#1: The volume of thought leadership content has increased dramatically.According to many, the market is virtually saturated for thought leadership content. Two-thirds of respondents in our 2021 report said the pandemic spawned a “huge increase” in the amount of thought leadership in the marketplace. Over a third say there’s now more content out there than they can keep up with.
These data points spell out an emerging directive for thought leadership content creators: stand out from a growing crowd. Heightened competition equates to a raised bar, especially at a time when decision-makers are generally underwhelmed by the quality of thought leadership they encounter. 2: Perceptions of thought leadership quality remain lukewarm.Each year our survey asks decision-makers how they’d rate the quality of most thought leadership they consume. In the 2021 report, the exact same percentage chose very good or excellent (15%) as last year. Meanwhile, the percentage who rate thought leadership as mediocre to very poor went up slightly, from 28% to 30%.In other words, while quantity is rising sharply, quality is remaining static (at best), and that’s not a favorable combination. Brands must challenge themselves to escape from the unexceptional “middle” with their thought leadership, and reach the next level.
In the many years since that definition hasn’t really changed. But the ways in which thought leadership is perceived, created, delivered, and consumed have transformed time and time again.Keeping up with B2B thought leadership trends is critical right now, as decision-makers are seeking clarity through clouds of uncertainty, and brands are competing to differentiate in a digital space.
How can you be confident your thought leadership Phone Number List strategy is aligned with current expectations and preferences? LinkedIn and Edelman’s annual thought leadership impact study is designed to keep B2B marketers up to speed as things evolve, by surveying decision-makers and C-suite execs who engage with this content.Here are four noteworthy trends we noticed when comparing our 2021 report to last year’s.Account for These B2B Thought Leadership Trends in Your Strategy#1: The volume of thought leadership content has increased dramatically.According to many, the market is virtually saturated for thought leadership content. Two-thirds of respondents in our 2021 report said the pandemic spawned a “huge increase” in the amount of thought leadership in the marketplace. Over a third say there’s now more content out there than they can keep up with.
These data points spell out an emerging directive for thought leadership content creators: stand out from a growing crowd. Heightened competition equates to a raised bar, especially at a time when decision-makers are generally underwhelmed by the quality of thought leadership they encounter. 2: Perceptions of thought leadership quality remain lukewarm.Each year our survey asks decision-makers how they’d rate the quality of most thought leadership they consume. In the 2021 report, the exact same percentage chose very good or excellent (15%) as last year. Meanwhile, the percentage who rate thought leadership as mediocre to very poor went up slightly, from 28% to 30%.In other words, while quantity is rising sharply, quality is remaining static (at best), and that’s not a favorable combination. Brands must challenge themselves to escape from the unexceptional “middle” with their thought leadership, and reach the next level.
