In April 2016, The Economist Group, along with Hill+Knowlton Strategies, surveyed 1,644 executives worldwide, who either produce or consume thought leadership content.
According to the data, the largest share (47%) of respondents said a top intention for creating thought leadership content was to set their business apart from competitors. Meanwhile, another 42% of executives said it was to win a positive perception for their company or themselves. In contrast, a mere 1% said a key reason for producing this type of content was to entertain an audience.
One way that brand executives may be able to create successful thought leadership content may be through personalization and by listening more closely to their customers. In a separate July 2016 survey from Forrester Consulting, along with Persado, 67% of senior marketers in the US and Western Europe said they take advantage of behavior-based intelligence, particularly insights and emotions, to produce the right content. Read the rest at eMarketer.