b'HOW THOUGHTLEADERSHIP DRIVESREVENUE GENERATIONLindsay HoffmanIf the prospect of adding another to do to your list is holding you back from engaging in content marketing, youre likely not alone. That said, the impact of content marketing shouldnt be overlookedpeople are hungry for information. Done well, content marketing will boost your brand credibility and position you as a thought leader in your industry, and that can have more of an impact on your bottom line than you might think.A recent study from Edelman- helps us close and win. In actuality, LinkedIn Research examined thenearly half of business decision-impact of thought leadership.makers surveyed said thought The survey which focused on B2Bleadership has directly led them to companies from a wide range ofaward business to a company.industries and company sizes foundSo, how can you put this information that decision-makers value thoughtto work for you? Focus on creating leadership, and moreover 50% ofgreat content that is relevant and survey participants spend moretimely for your customers. To create than one hour a week engaging withthought leadership via your content content from thought leaders. Thismarketing you need to stay away includes formats such as: from pitching your products/services Whitepaperspeople want to do business with a Videos company that helps them.Webinars Know where your customers are Online presentations looking for information and be It was also shown that 60% ofpresent in those channels. Customers companies participating in thoughtare looking for information they Top-performing salespeopleleadership felt it enhanced theircan quickly absorb, so be sure to believe they receive betterorganizations brand reputation,make your content accessible and while the number was actually 88%vary your formats. And lastly, put leads from marketing.from polled survey participants.your employees front and center. The perceived knowledge ofCustomers want to be able to access Almost all (94%) of the topthe companies offering thoughtand connect with your senior staffperformers surveyed in theleadership also translated into athey are after all your experts.willingness for customers to pay LinkedIn study called thea premium for thought leadersThrough your content, potential clients can learn who you are and marketing leads they receiveproducts and services. start to trust you. It feels good for And when it comes to closing sales,them. It feels good for you. It feels either excellent or good.an even more impressive statisticgood for everybody. And that is from the survey was that 20% of thewhy content marketing and thought (LinkedIn, 2020)creators of thought leadership said, itleadership works.12SEEDWORLDGROUP.COM'