Thinkers360 2021 B2B Thought Leadership Outlook
Thinkers360 is pleased to announce the release of our 2021 B2B Thought Leadership Outlook Research Report. The purpose of the research was to better understand current and future trends with regard to both thought leadership producers and thought leadership consumers and their plans for 2021. The primary research survey was conducted between August 24th and September 18th 2020 among Thinkers360 Members as well as among other producers and consumers of B2B thought leadership content.
Key findings from the study include:
Thought Leadership Consumers (Current State)
- Breaking Stereotypes – Today’s thought leadership content is far different from traditional notions. It no longer has to be peer reviewed, counter intuitive or even collaboratively produced.
- It’s all about Insight – The key is insightful (96%), forward looking (91%) content that’s timely, relevant, impactful and engaging. *Rated as extremely important or very important attributes of thought leadership.
- “Always On” Wins the Day – Authors (49%), Influencers (43%), Entrepreneurs (40%) and Academics (39%) are the primary sources of thought leadership content
Thought Leadership Producers (Current State)
- Driving a Powerful Brand Premium – Over 64% see thought leadership adding over 50% to the brand premium they command in the marketplace.
- The Class of 2020 – Over 1/3 are relatively new entrants with less than 5 years producing thought leadership content.
- Increasing Cadence – Thought leadership content now has a weekly as well as a monthly cadence with producers choosing one or the other.
Thought Leadership Producers (Plans for 2021)
- Top 3 Sales & Marketing Priority – 68% consider thought leadership a Top 3 Priority or higher within their sales and marketing strategies for 2021.
- Gearing Up – 64% of thought leadership producers plan to produce more thought leadership in 2021 than in 2020.
- Specialist Communities Are Key – Social media and specialist communities are the tip of the spear for disseminating thought leadership content in 2021
The complete report, including extensive analysis and interpretation, is now available to Thinkers360 members at the Content Plan level and above.
Participants who took the online survey and who chose to receive a copy of the report will receive a complimentary copy the week of September 21st 2020.
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