Thought Leadership
How Thought Leadership Can Supercharge Marketing Efforts
By Corazon Sefu Wandimi
Thought leadership- particularly thought leadership content- has undergone a remarkable evolution over the decades. It has shifted from long-form articles primarily published in academic journals to opinion pieces in magazines and newspapers, then to shorter-form content on online and social media platforms, and now to data-driven content enriched with AI-generated insights. The style has also transformed significantly, moving away from complex academic articles toward more reader- and listener-friendly, conversational formats, often enhanced with multimedia elements for improved engagement and understanding.
Despite these changes, the influence of thought leadership articles remains undeniable. They shape audience opinions, increase brand awareness, and position individuals and organizations as industry leaders. However, do marketers fully grasp the critical role thought leadership plays in influencing buyer behaviour, particularly among B2B decision-makers and C-suite executives? The 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report, now in its sixth edition, delves into this question by surveying 3,500 managementlevel business executives across various industries and company sizes.
The report reveals that more than 75 % of decision-makers and C-suite executives say a piece of thought leadership has prompted them to research a product or service they had not previously considered. Of those decision-makers, 60 % report that high-quality thought leadership makes them willing to pay a premium to work with the organization that produced it.
Additionally, 9 in 10 decision-makers and C-suite executives say they are moderately or very likely to be more receptive to sales or marketing outreach from a company that consistently delivers high-quality thought leadership.
Not only does thought leadership encourage potential clients to explore new or alternative products and services, but when executed effectively, it can also inspire executives to engage with marketing materials and even pay more for what a business offers. Thought leadership, therefore, is a powerful tool for amplifying the results of marketing efforts and campaigns.
With this in mind, businesses- especially B2B companies- should prioritize creating thought leadership content. This could take many forms, including opinion pieces, essays, videos, webinars, live presentations, research reports, and more. Every B2B business, regardless of its industry, possesses unique expertise and valuable insights that can be shared with potential customers. These insights might include their experiences, knowledge about their product or service category, advancements or challenges within the industry, or how their field intersects with broader topics of interest such as climate change or AI. By effectively showcasing a deep understanding of their industry or product / service category, businesses can foster greater customer engagement and build trust.
Conversely, neglecting thought leadership can have significant drawbacks, as it creates opportunities for competitors to capture your audience’ s attention. According to the report, 54 % of C-suite leaders said a piece of thought leadership made them realize other suppliers had a better grasp of the challenges their organization faced. Furthermore, 51 % stated that thought leadership content led them to perceive other suppliers as
smarter or more forward-thinking.
That said, it’ s clear that quality is paramount. Some businesses shy away from creating thought leadership content, believing they lack the internal expertise to produce it effectively. This is where communications firms or consultants can add value, helping businesses and leaders uncover meaningful insights that resonate with their target audience. These firms can assist in drafting, refining, and optimizing content for publication, ensuring it meets the highest standards.
Meanwhile, other businesses, despite having the necessary resources, fail to prioritize thought leadership, instead focusing their efforts on traditional marketing channels. For example, in Kenya, a significant portion of marketing budgets is still directed toward traditional media, with TV and radio commanding the largest shares. According to the Communications Authority of Kenya( CA), there was a total spend of KSh17 billion on advertising in the second quarter of 2023-24 financial year alone. Redirecting even a small portion of this spend toward thought leadership initiatives could dramatically enhance the effectiveness of broader marketing efforts.
So, the next time you’ re developing a marketing campaign, be sure to include a strong and consistent layer of thought leadership. More importantly, establish systems to measure its impact on your business- whether it’ s increased website traffic, client inquiries, a rise in RFPs, invitations to speak at events, or other key metrics. Think of it as the secret sauce that elevates your campaigns to the next level.
Corazon Sefu Wandimi is the Managing Director of Edelman Kenya. You can commune with her on this or related issues via email at: Corazon. Sefu @ edelman. com.
12 MAL63 / 24 ISSUE