Recent research from Edelman and LinkedIn shows that B2B decision-makers prefer thought leadership content that is not salesy and has a human tone and clear point of view. The survey found that only 15% of respondents rate the quality of the content they consume as very good or excellent.
B2B decision-makers also say that thought leadership content is often overly sales focused and has unoriginal thinking. They prefer content with a human, less formal tone and that prominently features the point of view of an identifiable author. Additionally, they are looking for content that is provocative, features subject matter experts, utilizes third-party data, and focuses on analyzing current trends.
The research was conducted in June and July, 2021, among 3,593 global B2B executives who consume thought leadership content.
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What B2B Executives Want From Thought Leadership Content
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