Thought Leadership Study
Key Attributes of Strong Thought Leadership
Decision-Makers are mostly disappointed in the quality of Thought Leadership content
New perspectives are highly valued
Timeliness and brevity are key to engagement
Effective distribution is a must
Do create something substantive
The top characteristics of high-value Thought Leadership content, according to Decision-Makers
Explores potential challenges or new opportunities I had not considered before
Points out things that I had overlooked in thinking or strategizing
Offers actionable competitive intelligence
Don’t be more white noise
The top characteristics of low-value Thought Leadership content, according to Decision-Makers:
Merely repeats what everyone else is saying
Insights are too elementary and superficial
Emphasizes selling something instead of imparting valuable insights
Timely
87% of Decision-Makers say that Thought Leadership addresses a topic they are currently working on or thinking about makes it very compelling
Brief
75% of Decision-Makers say that being short and easy to absorb makes Thought Leadership very compelling
How did the last piece of Thought Leadership you consumed come to your attention?
Unknown 2% of Decision-Makers are unsure
Amplified 18% of Decision-Makers saw the Thought Leadership promoted on paid or earned channels
Pushed 26% of Decision-Makers received it directly from someone else
Discovered 54% of Decision-Makers were researching a specific topic or came across it in their day to day
15% of Decision-Makers said most of the Thought Leadership they read is Very Good or Excellent
Quality
How Decision-Makers rate the overall quality of most of the Thought Leadership they are reading. 15% Very good to Excellent 57% Good 28% Mediocre to Very Poor
Decision-Makers crave more value
29% of Decision-Makers gain valuable insights more than half the time from the Thought Leadership they read
Value
The % of Decision-Makers who say they gain valuable insights more than half the time from the Thought Leadership they consume. 25% Reliably derive value
Thought Leadership’s Proven Impact
Learn more
The Crucial Importance of a Thought Leadership Culture
How to Win: Thought Leadership Flywheel
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