When assessing a company’s capabilities, buyers of B2B products and services say they find thought leadership content more trustworthy than simply relying on sales and marketing materials, according to research from Edelman.

The 2024 B2B Thought Leadership Impact report shows that 70% of respondents say they are very likely to think more positively about organisations that consistently produce high-quality thought leadership and 75% say that a piece of thought leadership has led them to research a product or service they were not previously considering. 

The research, which surveyed 3,500 management-level decision makers, defines thought leadership as “content that offers expertise, guidance or a unique point of view on a topic or in a field”.  It says that thought leadership is important because 95% of B2B buyers are not in the market for buying right now they might be months or years down the line so you don’t want to go off their radar. Thought leadership content keeps brands visible and keeps buyers engaged with their story so that when they are ready to buy, they know where to go. 

The findings show that 54% of respondents have researched a company’s offers as a result of seeing consistent, high-quality thought leadership content. And 60% said thought leadership made them realise their organisation was missing out on a significant business opportunity.

Commenting on the research, Martin Couzins, CEO, Insights Media, says, "Thought leadership content is a longer play for brands as it helps build trust and credibility over time. When market conditions toughen, the research shows this type of content will help you stand out and that’s why learning brands need to get good at doing it and sharing it. That’s why we are running session on thought leadership content."