B2B makers prefer non-promotional thought leader content that has a human tone and clear point of view, according to recent research from Edelman and LinkedIn.
The report was based on data from a survey conducted in June and July 2021 among 3,593 global B2B executives using thought leader content.
Only 15% of respondents rate the overall quality of the thought leader content they use as very good or excellent.
B2B makers say that the biggest flaws in thought leader content are that pieces are too focused on selling and that they have unoriginal thinking / lack of new ideas.
About 64% of respondents say they prefer management content with a human, less formal tone over content that is even toned and intellectual.
About 67% of respondents say they prefer thought leader content that prominently has POV from an identifiable author over content that does not identify the author.
Most B2B makers say they prefer thought-provoking content that is provocative, includes subject matter experts, uses third-party data, and focuses on analyzing current trends.
About the research: The report was based on data from a survey conducted in June and July 2021 among 3,593 global B2B executives using thought leader content.