Striking a Balance

Be provocative, and challenge your customers’ beliefs

• Offers provocative ideas that challenge my assumptions regarding a topic (81%)
  Validates my current thinking on a topic (19%)

• Includes 3rd party data and insights from other trusted organizations or people (80%)
  Features only proprietary insights from the company that published the piece (20%)

• Features deep subject matter experts delving into specialized topics (77%)
  Features senior executives speaking to high-level business issues (23%)

• A focus on analyzing current trends that are likely to be affecting my business today (62%)
  A focus that is more speculative and discusses where things might be going in my sector/industry in the future (38%)

Capture audience insights to understand which formats and styles perform best

• Primer-style content featuring quick takeaways designed for a more general audience (59%)
  Academic-style content that is thoroughly researched and designed for an expert audience (41%)

• Short, quickly-consumed content that makes a strong point but may be light on the details (59%)
  Long-form thought leadership that delves into the details supporting its main points (41%)

• Offers insights that help me to better perform my day-to-day job (58%)
  Offers insights that help me to better engage with my boss or other internal stakeholders around a strategic issue (42%)
  
  
• Something I can read (56%)
  Something I can listen to or watch (podcast, video, etc.) (44%)