Observed Signal · May 4, 2023 · Editorial · Source: CMSWire · Impact: 2/5 · Sentiment: Neutral
Thought Leadership That Dares to Go Against the Grain
This CMSWire editorial by Jason Ball argues that most brand thought leadership is mediocre, regurgitating best practices and failing to challenge the status quo. Real thought leadership takes a stand, often picking an enemy, and originates from true experts. The article cites data: 48% of marketers say thought leadership drives sales/leads, 62% of companies report more client leads from it, and 61% of decision makers find it more effective than product-focused marketing. It offers a framework of evolve, invert, subvert to generate fresh perspectives and emphasizes that thought leadership comes from individuals with deep expertise, not just corporate branding. The piece encourages brands to be provocative and data-driven to stand out amid a sea of bland content.
Provides survey data and frameworks for effective thought leadership, relevant to B2B marketing and MarTech, but not a breaking industry event.
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Key Takeaways & Evidence Grounding
- 48% of marketers and industry experts surveyed by Semrush claim thought leadership content drives sales and leads.
- 62% of companies surveyed by Orbit Media reported more client leads from thought leadership activity.
- 61% of decision makers surveyed by LinkedIn and Edelman said thought leadership is more effective at demonstrating product value than product-oriented marketing.
- 87.5% of digital transformation initiatives either underperform or fail outright.
- Article published on May 4, 2023 by Jason Ball, founder of Considered Content.
Connected Companies & Entities
3 Entities mapped“Almost half (48%) of marketers and industry experts surveyed by Semrush claimed thought leadership content drives sales and leads....”
“61% of decision makers surveyed by LinkedIn and Edelman said the thought leadership they consumed is more effective at demonstrating the pot...”
“61% of decision makers surveyed by LinkedIn and Edelman said the thought leadership they consumed is more effective....”
Ontology Mapping & Concepts
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