The New 'Content Continuum': A Six-Stage Marketing 'Funnel'
Learn about the Content Continuum, a six-stage approach that updates the traditional marketing funnel. Discover how to apply it to your own marketing and content strategy.
Recent research from Edelman and LinkedIn shows that B2B decision-makers prefer thought leadership content that is not salesy and has a human tone and clear point of view. The survey found that only 15% of respondents rate the quality of the content they consume as very good or excellent.
B2B decision-makers also say that thought leadership content is often overly sales focused and has unoriginal thinking. They prefer content with a human, less formal tone and that prominently features the point of view of an identifiable author. Additionally, they are looking for content that is provocative, features subject matter experts, utilizes third-party data, and focuses on analyzing current trends.
The research was conducted in June and July, 2021, among 3,593 global B2B executives who consume thought leadership content.
... continue reading belowWhat B2B Executives Want From Thought Leadership Content
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What are the key characteristics of highly effective B2B thought leadership content? To find out, Edelman and LinkedIn conducted a survey in December 2023 among 3,484 management-level professionals globally.