5 Things You NEED TO KNOW About B2B Thought Leadership

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[LinkedIn x Edelman] previous research confirmed the full-funnel, business-generating impact of strong thought leadership — and the tangible risks of publishing low-quality content.

But just as COVID-19 has disrupted so many aspects of business and life, this year’s study reveals a tidal wave of content marketing, making it harder for companies to connect with B2B customers and prospects.

We’ve gathered insights from nearly 3,600 management-level professionals who consume thought leadership to help marketers, communicators and salespeople better understand when to use thought leadership and what attributes B2B audiences want to see from companies.

Chapters
0:00 - Introduction
0:43 - 1. Pandemic-induced glut of low-quality thought leadership content is diluting its perceived value among B2B Decision-Makers.
2:43 - 2. Thought leadership remains critical to B2B customer engagement but breaking through the noise is harder than ever.
5:37 - 3. Earning trust and credibility with Decision-Makers requires strong thought leadership - especially if you are not an established market leader
8:10 - 4. High-performing thought leadership strikes a balance between being authoritative and provocative yet human in tone and even fun
11:37 - 5. With increased competition for attention and rapidly shifting buyer preferences, now is a good time to re-evaluate whether your thought leadership strategy is meeting your customers' needs
12:43 - B2B Thought Leadership Checklist