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B2B vendors that create thought-leadership content tend to underestimate the impact of these pieces and overestimate their quality, according to recent research from Edelman and LinkedIn.

The report was based on data from a survey of 1,201 businesspeople in the United States who work for firms in a wide rage of industries.

Some 89% of buyers (respondents who are responsible for purchase decisions) say thought-leadership content increases their awareness of sellers, 45% say it has led them to invite an organization to bid on a project when not previously considering that vendor, 58% say it has led them to award business to an organization, 58% say it has enabled an organization to command a premium price, and 59% say it has led to the purchase of additional products or services.

On the other hand, 59% of sellers say thought-leadership content increases awareness, 17% say it increases consideration, 26% say it drives purchases, 14% say it enables premium pricing, and 29% say it makes cross-selling easier.

Only 18% of respondents who are responsible for purchase decisions say the thought-leadership content they encounter from vendors is generally excellent or very good.

That's compared with 25% of producers of thought-leadership content who say pieces are generally excellent or very good.

About the research: The report was based on data from a survey of 1,201 business people in the United States who work for firms in a wide-rage of different industries.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji