The benefits of thought leadership are well known and widely accepted. High-quality thought leadership can build brand awareness, generate interest (leads), and assist in converting prospects into clients (and clients in loyal advocates).
Yet, too little attention is given to the impact of low-quality thought leadership.
The B2B Thought Leadership Impact Study 2020, produced by Edelman and LinkedIn, affirms for the third consecutive year that poorly executed thought leadership can weaken a company’s reputation and negatively impact business development opportunities and outcomes.
The study found low quality thought leadership could cost a business an invitation to tender, contribute to it losing a tender, quash the potential for it to command a price premium, and compromise its cross-selling efforts.
Businesses would almost be better off producing nothing than producing low quality thought leadership.