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An introduction to the Power of Thought Leadership (2016)

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    Find out what audiences really think of thought leadership

    Thought leadership is widely acknowledged as an essential part of today’s B2B marketing toolkit, yet our new research shows not everyone is getting it right.

    We surveyed 224 senior executives from around the world – thought leadership consumers and producers – to find out what audiences really think about this content and what advice they have for the marketing professionals who create it. The group included 21 CEOs and 52 other board and C-level executives, of which 21 were CMOs.

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    Harness the power of high-achieving content

    Our survey findings highlight the value consumers of thought leadership place on this form of brand communication:

    1. 77% of thought leadership consumers agree that it provides original, business-relevant insight

    2. 84% agree that it improves their knowledge

    3. 76% say that it helps them make better business decisions

    4. 78% agree that if they read intelligent thought leadership they are more likely to trust or listen to that company in the future

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    Harness the power of high-achieving content
    Download the key findings infographic

    Download the key findings infographic

    View key findings, revealing stats and the top five reasons why our respondents say thought leadership fails to hit the mark, all in our downloadable infographic.

    Click on the image to view the at-a-glance PDF in full.

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    What do audiences really think of thought leadership?

    Our Power of Thought Leadership research explores what audiences really think about thought leadership and what advice they have for the marketing professionals who create it.

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    Top 5 reasons thought leadership fails

    Our respondents to our Power of Thought Leadership survey told us the top five pitfalls of thought leadership content are. Here are the results.

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    PODCAST: James Watson on the power of thought leadership

    Longitude’s co-founder and COO James Watson reveals the key findings of the Power of Thought Leadership research programme, and explores the major changes taking place in B2B content marketing today.

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