Overwhelmed by the amount of content coming at them, executives say they are more discerning about the sources they choose, and reward brands that are credible thought leaders with sales, loyalty and advocacy.


75% of executives have become more selective

Just over 80% cite volume of content as the reason for being more selective

To explore the role of thought leadership in today’s marketing mix we set up an expert Advisory Board and polled more than 1600 marketers and senior executives worldwide.

The results suggest that thought leadership offers big rewards for those who get it right, but faces several challenges including the need to: refocus on producing original and evidence-based content; embed greater management discipline in its development and delivery; while at the same time continuing to push back the frontiers in terms of presentation, targeting and distribution.

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Key findings

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Key findings

Summary

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Summary

Presentations

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Presentations

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Data report (tableau)

Insights


Thinking about thought leadership

I was thinking. About thought leadership. Consider the fact that some 20,000 members of LinkedIn are styled Thought Leaders. If you search YouTube you’ll find pages of them.


Lessons from journalism for content marketers

A recent study from the Brookings Institution may have implications for the use of thought leadership.

A recent assignment saw me doing some frantic commuting. London to Cairo. Weekly. Out on a Monday and back on a Friday. This continued for four months. It was a hectic time.


Content moves to the middle

Content marketing has clearly taken center stage for brands, for entrepreneurs, and for investors. The industry is on track to generate $313 billion in revenue in 2019, according to PQ Media’s “Global Content Marketing Forecast.”


The Economist Group

Hill+Knowlton Strategies