It creates a strong brand

Nearly half (46%) of business owners have invested in publishing books or thought leadership content. That’s because it’s great for building a strong brand since it demonstrates that you have something of value to share with your audience, whether exploring new ideas/trends, sharing best practice or attempting to challenge the status quo with new thinking.

Thought leadership helps you to communicate more clearly, challenges the way your customers think, and uses research, data and industry insights to back up your position and enforce your credibility.

It secures the click

There are numerous other benefits to using thought leadership content, from increasing website traffic and media mentions, to boosting lead generation and email subscribers, and building better customer relationships and backlinks. But perhaps the most desired is the elusive click…

70% of organisations say thought leadership content is ‘very important’ for motivating a reader to take action – and isn’t that the point?

At the end of every piece of content we state our call-to-action – whether a simple link to further reading or more committed ‘book a demo’ – and hope our reader will click it. Through thought leadership content you give yourself the best chance of success.

It showcases your ‘experts’

If you’re looking to push forward subject matter experts in your business, thought leadership is definitely the way forward, because laying bare their skills, knowledge and experience on the pages of your content is exactly what your audience wants – 57% of senior execs say their main motivation for reading thought leadership content is to assess the expertise of the author (an increase from 21% just 3 years previously).

It gains you entry to the C-suite

73% of C-suite execs consider thought leadership content as ‘critical’ with nearly 40% spending 1-3 hours a week reading this type of content. That’s major airtime with a senior decision maker, which has the potential to deliver an exciting ending if you can demonstrate the value you have to offer.

They’re prepared to dedicate such an incredible amount of their valuable time to thought leadership content because of the potential opportunity it affords their organisation – a survey from Hubspot shows that 70% of business leaders read thought leadership to get an edge over competitors.

Pitch it right, and you’ll win their hearts and minds – the majority (81%) of C-suite execs say their trust increases after engaging with thought leadership content.

In fact, a recent study from Edelman and LinkedIn discovered that 46% of decision makers say they have asked a previously unconsidered supplier to bid on a project after encountering their content, and 49% have awarded business to a supplier as a direct result of their thought-leadership.

But pitch it wrong and you’ll find yourself in trouble – over half (53%) of C-suite execs said they lost respect and admiration for an organisation due to its poor content.



Photo by Rayner Simpson on Unsplash