Research illustrates that after a thought leadership content marketing piece is consumed, companies not previously in the running were invited to bid on a project. Others were awarded new business, or a new product or service was purchased that was not previously considered.
71% of decision makers confirm that reading thought leadership is the best way to ascertain the calibre of an organization and has positively impacted buying decisions. 60% of decision-makers are willing to pay a premium for services when a company is deemed of higher quality as a result of this type of content marketing.
Most decision makers spend at least 1 hour per week consuming thought leadership articles, yet only 17% believe that though leadership being produced is high quality. This creates a substantial opportunity to step in and lead.
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Data Source: Edelman-LinkedIn B2B Thought Leadership Impact Study