What B2B Executives Want From Thought Leadership Content

Marketing Content — Tue., Nov. 2, 2021

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.

... continue reading below