AlturaSolutions | Inbound Marketing Agency for B2B Industries

  • About
    • Robert Kravitz
  • Solutions
    • Article Publishing
    • LinkedIn Marketing Programs
    • Videos and Graphics
    • Inbound Marketing
    • Social Media Services
    • Email Newsletters
    • Content Marketing
  • Published!!
  • Results
    • Case Study: Introducing the Kaivac No-Touch Cleaning System
    • Case Study. Promoting U.S. Products and Portable Carpet Extractors
    • Case Study: Introducing Enviro-Solutions Cleaning Solutions
    • Case Study: Promoting Green Cleaning and a Green Cleaning Advocate
    • Case Study: Introducing Waterless Urinals
  • Praise
    • AlturaSolutions Client Portfolio
  • Insights
  • Media
    • Newsletters
      • When it Comes to Blogging the Lucky Number is 13?
      • Advertising Is What You Pay For, Publicity Is What You Pray For
      • The 5 Key Characteristics of Content Marketing
      • What Inbound Marketers Need to Know about the Buyer’s Journey
      • The Five Best Practices of Content Marketing
      • Do You Know What Types of Blogs Get the Best Results?
      • Signed, Sealed, Delivered: Are Trade Publications Dead? Nope, Not at All
    • Infographics
      • The Power of LinkedIn
      • Key Inbound Marketing Stats
      • Thought Leadership Infographic
    • Videos
      • What We Do
      • How to Hire a B2B Inbound Marketing Company
      • Do You Know the Power of Content When it Comes to Generating Sales?
      • COVID and Marketing. What to do Now?
      • AlturaSolutions Introduces the Brand Accelerator Program
      • Earned Media vs. Branded Articles
      • Steve Jobs
      • Windows 95
      • PRINT IS DEAD, RIGHT?
      • Marketing Content Creation
      • Blogging Power
      • Thinking About Cutting Your Marketing Budget? Maybe Think Again
      • Inbound Marketing/Outbound Marketing What’s the Diff?
      • The Power of PR
      • Video: Chicago Hunkers Down
  • Contact
You are here: Home / Blog! / How Thought Leadership Articles Turn Words into Sales

January 3, 2020 By Robert Kravitz

How Thought Leadership Articles Turn Words into Sales

AlturaSolutions helps businesses grow by turning words into sales. For more information, contact us here.

Thought leadership articles published in leading trade publications can be more powerful than we think, according to a 2019 study by Edelman public relations partnering with LinkedIn.  So, we are all on the same page, a thought leadership article can be defined as:

A thought leadership article is typically an educational article that positions the author, usually a top person in a B2B organization, as an industry expert. The author shares his or her insights and gives advice, all intended to help others in that industry.

While the article does not directly sell or promote a product or service, the quality of the article and its credibility has power, increasing brand awareness, trust, loyalty, and with it, sales.Thought Leadership

Thought leadership articles are often published in leading trade publications, but they may also be presented in formats such as blogs, videos, infographics, webinars, and presentations.

The Edelman/LinkedIn study involved 1,200 U.S. business decision-makers, content creators, and salespeople. The companies ranged in size from those with 200 employees or less, to companies with 10,000 employees or more. It was conducted online with a margin of error of 2.3 percent.

According to the researchers, the gist of what they found was that:

“Not only does thought leadership content influence most buyers, but it also can help brands win, retain, and grow more customer business.”

Among their findings were the following:

  • 90% believe that thought leadership articles increase trust in a B2B organization and that it enhances an organization’s brand reputation
  • 75% said they would follow and pay closer attention to a company based on a well written and credible thought leadership article
  • 92% believe such articles increase their respect for a B2B organization
  • 58% reported they would give business to a company based on their thought leadership articles82% said that a thought leadership article written by someone they know, or respect, is a crucial factor in getting readers to read the article and connect with an organization
  • 57% said they preferred short, “snackable” thought leadership articles that can be digested in a few minutes

It should be noted that the “credibility and quality” of the material can make a big difference in its impact and ability to turn words into sales.

For instance, 60 percent of those surveyed said they would stop reading articles from a thought leader if it lacked credibility or was poorly written. Further, nearly 50 percent said they would lose respect for an organization that published articles of poor quality.

The key takeaways of the study are that thought leadership articles do have power, they are an effective marketing strategy, especially for B2B organizations, and if credible and well written, they do have the ability to turn words into sales.

alturasolutions

Filed Under: Blog! Tagged With: thought leadership

Our Services

  • Inbound Marketing
  • Understanding Earned Media
  • Social Media
  • How Marketing Content Creation Can Pull Your Business Forward
  • Article Publishing and B2B Inbound Marketing
  • Email Marketing

Follow us on Twitter

Tweets by @alturasolutions

Services

  • Inbound Marketing
  • Understanding Earned Media
  • Social Media
  • How Marketing Content Creation Can Pull Your Business Forward
  • Article Publishing and B2B Inbound Marketing
  • Email Marketing

Recent Posts

  • Kaivac Launches New Website
  • Bundled Sales: It’s All in the Bundle
  • Choose Chicago Chooses Kaivac
  • Ensuring Passenger Health on Buses and Public Transportation
  • National Pizza Box Recycling Program Launched

Contact Us

Email: solutions@alturasolutions.com
Phone: 312-880-8176

Office Location: 605 North Michigan Avenue, Chicago, IL 60611

facebook AlturaSolutions twitter AlturaSolutions linkedin AlturaSolutions

Copyright © 2021 Altura Solutions Communications