The report was based on data from a survey conducted in June and July, 2021, among 3,593 global B2B executives who consume thought leadership content.
Only 15% of respondents rate the overall quality of the thought leadership content they consume as very good or excellent.
B2B decision-makers say the biggest shortcomings of thought leadership content are that pieces are overly focused on selling and that they have unoriginal thinking/a lack of new ideas.
Some 64% of respondents say they prefer leadership content with a human, less formal tone over content that is even toned and intellectual.
Some 67% of respondents say they prefer thought leadership content that prominently features the POV of an identifiable author over content that doesn't identify the author.
Most B2B decision-makers say they prefer thought leadership content that is provocative, features subject matter experts, utilizes third-party data, and focuses on analyzing current trends.
About the research: The report was based on data from a survey conducted in June and July, 2021, among 3,593 global B2B executives who consume thought leadership content.
Continue reading "What B2B Executives Want From Thought Leadership Content" ... Read the full article
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