Let's talk about something super cool & insanely valuable for all the B2B marketers: Thought Leadership.
The buzzword you've probably heard a million times, but do you know how influential it is? Buckle up because we're diving into the latest Edelman-LinkedIn B2B Thought Leadership Impact Report, & we will be unpacking some golden nuggets!
What Is Thought Leadership?
First off, let's break it down! Thought Leadership content isn’t just about looking smart; it’s about reshaping how Decision-makers think about their challenges.
Thought leadership is when a person or company is recognized as an authority in their respective field. The executive or company would have-
Expert knowledge to drive them ahead with industry insights & continuous learning.
Influential voice offering fresh perspectives on common problems to stand out.
Consistent & diverse content creation & engagement to nurture a community that trusts your guidance.
And guess what? It works! According to the report, 95% of B2B buyers aren't actively looking to buy at any given time. Crazy, right? But it gets interesting: Strategic Thought Leadership can make these buyers rethink their challenges & spark new demand.
The 'Influencer' Game: Numbers Don’t Lie
So, what does compelling thought leadership actually accomplish? Check this out:
52% of decision-makers & 54% of C-level executives spend over an hour weekly consuming thought leadership content. That's a lot of eyeballs on your stuff if you play your cards right!
73% say it’s a more trustworthy basis for assessing a company’s capabilities than marketing materials. Nearly three-quarters of decision-makers trust thought leadership over polished ads.
60% have started buying from a company after engaging with their thought leadership content. If that doesn't scream ROI, I don't know what does.
Stand Out or Fade Out
Here’s the twist: Good Thought Leadership Content can up your Game! About 60% of decision-makers are willing to pay more to work with companies that produce standout thought leadership. Plus, it makes them more receptive to your sales & marketing efforts. So if you're not already investing in this, you’re leaving money on the table.
Protecting Your Turf
Offense is the best defense! Let's take a minute & think about this, LinkedIn influencers can help gain new clients & protect your current ones.
If you're not helping your clients think about their problems in new ways, someone else will. In fact, 70% of C-suite leaders have reconsidered their suppliers because of compelling thought leadership from competitors. Yikes!
Making It Work: Tips for Strategic Thought Leadership Campaigns
The report highlights three attributes of top-tier content:
Research & Data: Make sure your content is backed by solid facts & figures.
Understanding Business Challenges: Help your audience grasp their problems better.
Concrete Guidance: Offer actionable advice & real-world examples.
Are you ready to take your LinkedIn Thought Leadership Strategy to the next level? Read more on Thought Leadership- What it means & What it Takes. Start brainstorming & create content that stands out & truly makes a difference.
Reference: Edelman & LinkedIn. (2024). 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report. Edelman.
