Half of the more than 250 marketing professionals surveyed for a report by Ascend2 say they have a strategy to produce thought leadership content.
Not only that, but another one-quarter (23%) say that while they do not currently have such a strategy, they do have one planned.
The report investigates the types of content that marketers feel are best for thought leadership, with some interesting results.
Video comes out on top, with more than half (54%) saying it’s one of the best formats for thought leadership content, well ahead of the other formats identified.
This may be due to video’s educational nature: 6 in 10 respondents separately said that it’s important for thought leadership to be educational, with this again the top response and far ahead of other characteristics cited.
Consumers in general do tend to turn to places like YouTube to learn how to do things they didn’t already know.
Of note, though, B2B marketers were more heavily represented in the survey sample than B2C marketers, indicating that B2B marketers are also seeing the value in video.
Previous research has indeed found that more B2B marketers are finding video to be indispensable. Read the rest at Marketing Charts.