Most B-to-B Decision-Makers Disappointed with Quality of Thought Leadership Content Marketing

Sarah Steimer
B-to-B Marketing
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Key Takeaways

​What? Most B-to-B decision-makers are disappointed with thought leadership insight quality.

So what? Good thought leadership content can earn buyer preference and gain decision maker trust.

Now what? Carefully consider thought leadership content to ensure it is timely, relevant and substantive.

June 8, 2017

Many decision-makers are disappointed with the quality of available thought leadership insights in B-to-B campaigns, according to research from Edelman and LinkedIn

Of B-to-B decision makers, 9 in 10 find thought leadership content important and half spend an hour or more per week consuming it. So why are the majority of decision makers dissapointed in its quality?

The report, “How Thought Leadership Impacts B2B Demand Generation,” found 56% of 1,300 business decision makers and executives say they do not gain valuable insights from thought leadership content. 

In the study, content is defined as free deliverables that organizations or individuals produce on a topic they have expertise on and they feel others may benefit from their perspective. It can take the form of research reports, webinars, videos or thought pieces.

Good thought leadership content matters, the report says, because it attracts invitations to bid, earns buyer preference by building trust and can impact pricing.

Thought leadership is key for gaining decision makers’ attention, the study found, particularly at the awareness stage.

The findings also show:

  • 86% of thought leadership consumed is considered only good, mediocre or poor in quality.

  • 45% of business decision makers and 53% of C-suite executives sometimes lost respect and admiration for companies that produced low-quality or irrelevant thought leadership content. 

  • 30% of business decision makers and 35% of C-suite executives removed companies from consideration after what they considered to be poor thought leadership content.

What B-to-B buyers are looking for in thought leadership, however, is timely, relevant and substantive content. Successful thought leadership content offers insights on specific industry trends and challenges, according to 78% of decision makers and 79% of C-suite executives. Respondents say thought leaders should try to identify what drives relevant issues and suggest a concise plan that is easy to consume. Most decision-makers and C-suite executives say they prefer three- to four-page documents that may be easily absorbed.


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Author Bio:

 
Sarah Steimer
Sarah Steimer is a staff writer for the AMA's magazines and e-newsletters. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.
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Brittany Wiley Holloway
June 20, 2017

Interesting choice of photography...

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