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.