Written by: Vickie Sullivan | November 29, 2022
Chances Are Your Thought Leadership Content Is Boring
Thought leadership—when done well—is a powerful content marketing tool that can lead to new opportunities. As a recent report by The Harris Poll found, 84% of the business leaders surveyed said thought leadership has some influence when selecting a partner or vendor.
There are some caveats, however. The report found thought leadership doesn’t go far enough and most of it is uninteresting. For example:
• 78% of respondents said most organizations check the box on thought leadership but don’t push the envelope on thought leadership.
• 66% of B2C respondents said the market feels oversaturated with uninteresting thought leadership today. That number jumps to 72% for B2B.
That means the thought leadership content you produce must be interesting, thought provoking, and unlike anything your competitors create. Ask yourself: What topics or issues aren’t being addressed? What can you say about those topics that will cause buyers to take notice?
Listen: What Buyers Don’t Want to Hear
As you head into the last month of the year, adjust your thought leadership efforts. What content will make you stand out? The stuff that your competitors won’t touch.
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