Takeaways from the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report
A surprising 75% of decision-makers and C-suite leaders say thought leadership has inspired them to research a product or service they weren’t even considering. For those of us who’ve been championing the value of thought leadership for years, this is extremely validating.
We’ve long argued that thought leadership content fosters relationships with potential clients when they’re not actively in the market, which is 95% of the time.
But here’s where it gets even more interesting––70% of C-suite execs say thought leadership has made them question whether they should stick with their current supplier. That’s how powerful it can be.
These are just a couple of the compelling stats from the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report, which surveyed 3,484 global business leaders. It’s packed with insights on what great thought leadership can do—and where companies are still missing the mark.
In this article, I’m summarizing the 5 Key Learnings in the report and giving my perspective on how you can harness these insights to craft a winning thought leadership strategy.
Key Learning 1: Thought leadership can help grow demand for products and services by helping decision-makers see challenges differently.
Key stats from the report:
My thoughts:
If there’s one takeaway here, it’s this: quality matters. If you want to drive this kind of behavioural shift among decision-makers, it will take time, resources, and collaboration.
You need:
- Skilled content creators, preferably with a journalism background, who can translate complex ideas into compelling narratives––and aren’t afraid to dive into research and conduct interviews.
- A working group of multi-disciplinary experts to support content creators in making sense of an issue or data, and who can be quoted in the content to boost its credibility.
- A comprehensive thought leadership content strategy that develops and evolves over time.
It’s a lot of work, but when you get it right, thought leadership isn’t just content—it’s influence.
Key Learning 2: Thought leadership has an influence on sales and pricing.
Key stats from the report:
My thoughts:
These stats make it clear: thought leadership builds trust, and trust builds business. But—and it’s a big but—it only works if your content feels authentic.
Buyers can tell when your content is performative or disconnected from your brand. To charge a premium as a result of thought leadership, these things need to be right:
- It needs to be authentic and align with your brand’s (and your leaders’) values and expertise. If your content is performative, clients will figure that out the minute they meet one of your leaders.
- It needs to be unique and newsworthy—regurgitating recycled industry knowledge won’t do. Don’t just echo what others are saying—lead the conversation.
- It needs to be consistent. A one-off effort won’t cut it. Credibility takes time to build, and little time to lose. You will note that this is the sixth annual Edelman-LinkedIn B2B Thought Leadership Impact Report—that’s consistency.
Key Learning 3: Thought leadership protects your turf.
Key stats from the report:
My thoughts:
Brands that regularly provoke discussion in their industry through compelling thought leadership content will cause clients to see them as an authority in that space. This is where thought leadership gets competitive. When you consistently publish sharp, insightful content, you’re not just attracting new clients—you’re making your competitors’ clients wonder if they’re missing out.
The lesson? Don’t wait for your competitors to set the tone in your industry. Be proactive, challenge assumptions, and make sure your brand is the one shaping the conversation.
Key Learning 4: Underinvestment in thought leadership is holding companies back.
Key stats from the report:
My thoughts:
If you’re in the trenches trying to sell your organization on thought leadership, I feel your pain. It’s often treated as a nice-to-have instead of a must-have, and budgets reflect that.
But here’s the reality: when done well, thought leadership pays off in visibility, credibility, and business opportunities. Reports like this one are your best friend when advocating for more resources.
And while measuring ROI can be tricky, it’s not impossible. Stay tuned for future articles where I’ll dig into measurement strategies that can help prove the value of thought leadership.
Key Learning 5: The best thought leadership combines data, insights, and action.
Key stats from the report:
My thoughts:
Great thought leadership doesn’t just inform—it transforms. To stand out, your content needs:
- Original data: Whether it’s survey results, customer insights, or industry trends, exclusive information adds instant credibility.
- Actionable advice: Don’t just identify challenges¬—offer solutions.
- Expert analysis: Include quotes or insights from recognized authorities to strengthen your recommendations.
When your content combines these elements, it becomes more than just useful—it becomes indispensable.
Wrapping it up
The 2024 Edelman-LinkedIn report drives home one key point: thought leadership is a game-changer for businesses that take it seriously. It opens doors, deepens relationships, and gives your brand a competitive edge.
But success doesn’t happen by accident. It takes strategy, consistency, and a commitment to delivering real value. If you’re ready to take your thought leadership to the next level, let’s chat. I love creating content that makes a lasting impact.
