B2B vendors that create thought-leadership content tend to underestimate the impact of these pieces and overestimate their quality, according to recent research from Edelman and LinkedIn.

The report was based on data from a survey of 1,201 businesspeople in the United States who work for firms in a wide rage of industries.

Some 89% of buyers (respondents who are responsible for purchase decisions) say thought-leadership content increases their awareness of sellers, 45% say it has led them to invite an organization to bid on a project when not previously considering that vendor, 58% say it has led them to award business to an organization, 58% say it has enabled an organization to command a premium price, and 59% say it has led to the purchase of additional products or services.

On the other hand, 59% of sellers say thought-leadership content increases awareness, 17% say it increases consideration, 26% say it drives purchases, 14% say it enables premium pricing, and 29% say it makes cross-selling easier.

Only 18% of respondents who are responsible for purchase decisions say the thought-leadership content they encounter from vendors is generally excellent or very good.

That's compared with 25% of producers of thought-leadership content who say pieces are generally excellent or very good.

About the research: The report was based on data from a survey of 1,201 business people in the United States who work for firms in a wide-rage of different industries.


Enter your email address to continue reading

What B2B Firms Get Wrong About Thought-Leadership Content

Don't worry...it's free!

Already a member? Sign in now.

Sign in with your preferred account, below.

Did you like this article?
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
  • Copy Link

  • Email

  • Twitter

  • Facebook

  • Pinterest

  • Linkedin


ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji