Why is doing thought leadership content marketing on LinkedIn so important?
Did you know that brands and companies that cultivate a culture of Thought Leadership reap greater reputation and sales impact than those that do not? And that 89% of decision-makers say that Thought Leadership can be effective in enhancing their perception of an organization? These are just a few of the interesting findings in the ‛2020 Annual Report on B2B Thought Leadership’ by Edelman Business Marketing and LinkedIn – a must-read, by the way, for anyone about to launch their business or executives in the social media universe.
The survey results probably won’t come as a surprise to those of you actively using LinkedIn. When LinkedIn started its activities in 2003, it was meant to be a professional networking platform where employees, employers and recruiters could meet each other. In the last few years, it has also evolved into a place where likeminded professionals can share their knowledge, expertise, experience and great (thought leadership) content with the people in their network – and even much further.
Posting on LinkedIn is a double-edged sword. The Edelman & LinkedIn survey also taught us that “38% of decision-makers say that sometimes, after reading its Thought Leadership, their respect and admiration for an organization has decreased”.