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You are here: Home / Blog! / Study on Thought Leaders and Thought Leadership

July 20, 2022 By Robert Kravitz

Study on Thought Leaders and Thought Leadership

Before we explore the power of thought leaders and thought leadership marketing, let’s make sure we are all on the same page as to what a thought leader is? While there are several definitions, a solid working definition is the following:

 

A thought leader is an individual or a company whose authority is honored and respected and whose comments, thoughts, and beliefs

are sought after by others.

Based on this definition, a study by LinkedIn and Edelman Communications has uncovered the following:

Decision-Makers consume thought leadership content to stay educated on the trends affecting their industries and to generate innovative ideas for their businesses.

Today, more than half (51%) of C-suite executives say they spend more time, consuming thought leadership content than before the pandemic began.

54% of Decision-Makers – and 48% of the C-suite – say they spend more than 1 hour per week reading and reviewing thought leadership content.

Percentage of Decision-Makers who say the following occurs sometimes or more frequently after engaging with a piece of thought leadership content:

  • 42% — Invite the organization to bid on a project (even though that firm was not in their original consideration set)
  • 48% — Award business to the organization responsible for thought leadership
  • 53% — Decide to increase the amount of business they do with that organization
  • 54% — Purchase a new product or service from the thought leadership organization even though they had not previously considered buying from that organization.

More Thoughts on Thought Leadership

  • 60% of buyers say thought leadership builds credibility, especially when entering a new category or looking into a new brand where that brand is unknown.
  • 57% of buyers say that thought leadership builds awareness for a new or little-known brand.
  • 53% of buyers say it’s essential for new and small companies to produce thought leadership if they want buyers to consider working with them.
  • 47% of buyers say thought leadership led them to discover and purchase from a company that was not considered to be among the leaders in a particular category.

Thought Leadership Caveat

We need to add one more thing.  The researchers also found that thought leadership content can be a “double-edged” sword for an organization, especially when it is not done correctly.

Why? According to the study:

Thought leadership, when it was not high quality, insightful or relevant, sometimes led to them losing respect and admiration for [an] organization (45 percent of decision-makers and 53 percent of C-level executives, respectively). 

It could also impact the amount of business [thought leadership organizations] are awarded, according to 30 percent of decision-makers and 35 percent of C-level executives. This indicates that thought leadership must be handled carefully when crafted and distributed.

To address this, thought leaders – individuals or organizations – must remember to publish thought leadership content that is:

  • Relevant and applicable to current industry issues
  • Provides engaging, challenging, and new insights.
  • Digestible. Ensure the content provides data points, facts, charts, or surveys to clarify and support what is being discussed.
  • Quotes trusted sources, which adds further credibility.
  • Stays current about their industry and anything that might impact that industry.

 

SOURCE: 2021 B2B Thought Leadership Study Published by LinkedIn and Edelman Communications

More on the power of Thought Leadership Here

Thought leadership

Filed Under: Blog! Tagged With: thought leaderhship

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