In B2B markets, thought leadership is not just a buzzword–it’s a decisive factor in winning or losing clients.
B2B decision makers regularly consume thought leadership content – and they act on it.
According to the Edelman-LinkedIn 2024 B2B Thought Leadership Impact Report, thought leadership can educate and influence: 75% of decision makers and C-suite executives say a piece of thought leadership has led them to research a product or service they were not previously considering.
These findings are reinforced by Dentsu’s 2024 B2B Superpowers Index. Amid uncertainty, Dentsu reveals B2B buyers now prioritise trust and expertise.
Since 2022, when Dentsu first released what has become an annual study, ‘being seen as an active thought leader in my category’ has risen from the 20th to the 3rd most important decision driver.
Dentsu attributes the rapid rise in the importance of thought leadership to be due to buyers looking for integrity. They want it to be able to defend their decisions, if challenged, and to make recommendations which will withstand the scrutiny of their colleagues.
Yet, Dentsu’s 2024 Index shows only one-quarter (26%) of B2B buyers give brands high marks for their thought leadership, down from 31% in 2022.
Edelman’s research echoes this finding. Just 15% of decision maker respondents to the Edelman-LinkedIn study rated the overall quality of the thought leadership they consume as very good or excellent.
Generative artificial intelligence is partly to blame.
The AI effect on content quality
AI has aided a surge in the quantity of thought leadership content. According to the Content Marketing Institute’s B2B Benchmarks, Budgets and Trends (Outlook for 2024), 27% of B2B marketers are creating more thought leadership content and 3 out of 4 (72%) are using generative tools. Beyond brainstorming headlines and keywords, nearly half (45%) of B2B marketers use generative AI to write.
Cynically, that figure could be much higher as few professional communicators are likely to admit they delegated the writing to a computer program.
The rise in AI-driven content production has led to an influx of low-quality thought leadership, undermining its intended impact. Generative AI often produces surface-level content, regurgitating common knowledge and generic ideas without adding a fresh perspective. This low quality content dilutes the impact of true thought leadership that is grounded in original thinking.
Of course, ChatGPT is not solely to blame. High quality thought leadership takes effort and investment and B2B marketers repeatedly cite a lack of resources as their top situational challenge (Content Marketing Institute).
Unfortunately, the consequences of producing low quality thought leadership are more serious than poor engagement: Poor quality thought leadership can drive clients away and make them more vulnerable to competitors.
The Edelman-LinkedIn research found:
- 25% said a competitor’s more thought proving content led them to end or significantly reduce their relationship with a current supplier/provider.
- 70% of C-suite executives said a piece of thought leadership had at least occasionally led them to question whether they should continue working with an existing supplier
- 51% said the piece of thought leadership had them realise other suppliers were smarter or more visionary
- 54% said the piece of thought leadership had them realise other suppliers had a better understanding of the challenges their organisation was facing
- 25% said a competitor’s more thought proving content led them to end or significantly reduce their relationship with a current supplier/provider.
Educate and inform or inspire and disrupt?
The Content Marketing Institute reports 53% of B2B marketers intend to increase their investment in thought leadership this year. The question is, will they be squandering that additional spend by producing more uninspired, superficial content? Or will they accept that truly valuable thought leadership is conceived at a cost?
Most self-professed thought leaders aren’t – they’re simply subject matter experts.
There’s a difference.
A subject matter expert has deep knowledge and expertise in a specific field or discipline. They are often sought after for their technical skills, experience, and understanding of particular subjects.
A thought leader goes beyond being an expert; they are influencers who shape opinions, offer visionary insights, and lead discussions in their field. Thought leaders look at challenges and opportunities from a fresh perspective. They are proactive in sharing their views, setting trends, and shaping the future direction of their industry.
Where SMEs educate and inform, thought leaders inspire and disrupt.
This distinction applies to the content which is produced for the consumption of B2B buyers and influencers.
Most so-called thought leadership content is not true thought leadership—it’s educational content that reflects the insights of subject matter experts. While valuable, this content tends to explain existing knowledge rather than offering new, transformative perspectives that challenge conventional thinking or inspire change.
High quality thought leadership is a way for B2B brands to educate and influence, build awareness and interest and distinguish themselves from their competitors.
Producing low quality thought leadership is more than a missed opportunity–it’s a strategic risk that could cost you clients.
