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The market has been flooded with low quality thought leadership content

According to Edelman’s analysis, the outburst of digital media has caused a great deal of business to business (B2B) thought leadership content, but only about half of its useful. Edelman released its 2021 B2B thought Leadership Impact Assessment in partnership with LinkedIn. In the UK, US, Australia, Canada, Singapore, and India, the organization surveyed 2600 corporate decision makers from a variety of industries.

While the pandemic has undoubtedly changed how organizations and products communicate with their customers, the report says it has also led to an increase in low quality content, undermining the importance of new thinking among B2B decision makers.

To better understand the impact of through leadership on B2B firms, Edelman and LinkedIn were voted on by 3593 global corporate executives from a variety of industry and size sectors.

According to the findings 38% of decision makers think the content market is saturated, while only 15% say content quality is good or different. Although two-third of those who voted believe the pandemic has increased the number of available items, more than 40 say there is too much they can manage or stay in control.

While most believe that the content they eat gives them useful information, more than half say they spend more than an hour a week reading or reviewing this type of content.

As per the survey, 55% of customers will absorb thinking of leadership for only one minute if you don’t hold it, so cutting the sound is much harder than before. While up to 80% of respondents say they prefer to make online decision, B2B marketers have only about 5% of the customer at the time of purchase.

Most decision makers want an interesting understanding that challenges their preconceived notions rather than supporting their common sense, according to the data, and about two-thirds prefer a human voice tone, which is less functional than professional.

Good content based on new insights, character portrayal, and placing people at the center of myths is more important than ever, so according to Andrew Mildren, head of business marketing at Edelman UK and Ireland.

Experts seek information and guidance that they share with their peers. Evidence suggests that doing so results in improved engagement. In addition, effective media use, and high quality lead a customer communication over time. Over time, we have found that it leads to audited companies getting more bids, ending transactions faster, and gaining the confidence needed to charge a fee for their services.


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