The power of authentic expert voices and thought leadership content in driving successful marketing and sales efforts is profound. They are not just for industry titans or renowned consultants, but for anyone with valuable insights to share. Thought leaders can come from various backgrounds, including engineers solving complex issues, customer service teams discovering innovative applications, or product managers redefining industry standards.
However, these expert voices often go unheard in corporate blogs, which frequently feature unattributed content likely written by marketing teams. The valuable insights these experts could provide are often lost, either because they are too preoccupied with their jobs or feel they lack the necessary writing skills to share their knowledge.
Yet, the importance of these missing voices cannot be overstated. The 2024 Edelman-LinkedIn B2B Thought Leadership study reveals that executives are keen to consume authentic expert insights, with 52% of decision-makers and 54% of C-suite executives devoting at least an hour each week to consuming thought leadership content. However, only 15% of these executives rate most of the content as “very good” or “excellent”. This indicates a significant gap, as leaders are actively searching for trustworthy insights, trusting thought leadership content more than traditional marketing materials, yet are often