2. What we really need is a mindset shift that will make us
relevant to today’s consumers, a mindset shift from
‘telling & selling’ to building relationships.
Jim Stengel
Former Global Marketing Officer
Procter & Gamble
500 GLOBAL BUSINESS EXECUTIVES
about what they are looking for from content providers
and
500 GLOBAL MARKETERS
about how they are building their content strategy.
70% consume more from that source
47% share via social media
76% of senior executives are influenced in their purchasing decisions
67% would be willing to advocate for that brand or organisation externally
83% would be influenced in their choice of potential business partner
Nearly half of all marketers (47%) cite differentiating their company from the competition as a primary objective of thought leadership.
Four in ten (42%) cite gaining recognition for their company or key individuals as experts/authority in their field.
Only 28% of marketers cited helping their audience to become more knowledgeable as a key objective.
Yet, 82% believe that to create compelling thought leadership, the content needs to centre on the audience’s interest rather than profiling the brand.
More than 60% strongly agree or somewhat agree that internal alignment is a barrier to thought leadership production.
85% say the primary reason for creating content is to build brand and positive perceptions of the company
YET 70% measure the effectiveness of their content by the number of calls from prospects or customers
When asked about who was not involved in the planning of thought leadership, but should be marketers cited:
MEDIA PARTNERS 50%, EMPLOYEES 49%, CUSTOMERS 47%
More than 60% strongly agree or somewhat agree that internal alignment is a barrier to thought leadership production.
85% say the primary reason for creating content is to build brand and positive perceptions of the company
YET 70% measure the effectiveness of their content by the number of calls from prospects or customers
When asked about who was not involved in the planning of thought leadership, but should be marketers cited:
MEDIA PARTNERS 50%, EMPLOYEES 49%, CUSTOMERS 47%
75% EXECUTIVES RESEARCHING A BUSINESS IDEA
What are the key characteristics of content that had a meaningful impact on your perceptions of a brand?
67% Contained timely or unique information
60% UNDERSTAND A COMPLEX ISSUE
What is the main reason a piece of content did not succeed in making a positive impression?
71% SEEMED MORE LIKE A SALES PITCH
What is the main reason a piece of content did not succeed in making a positive impression?
71% SEEMED MORE LIKE A SALES PITCH
93% MARKETERS connect their content directly to a product or service
75% say that mentions of their products and services are a frequent part of their content strategy