A recent, illuminating report co-sponsored by Edelman and LinkedIn (“2019 B2B Thought Leadership Impact Study”) provides useful takeaways for law firms on how to differentiate themselves through thought leadership. Broadly speaking, thought leadership refers to providing free, thoughtful content in your area of expertise on the issues of greatest importance to your desired audience.

The report contains compelling data that illustrate the significant impact of thought leadership on B2B decision-makers. For example:

• 58 percent of decision-makers report thought leadership has directly led them to award business to an organization.

• 61 percent of decision-makers are more willing to pay a premium to work with an organization that has articulated a clear vision versus one that does not publish thought leadership.

• 66 percent of decision-makers say the topic being related to what they are currently working on is one of the most critical factors in their engagement with a piece of thought leadership.

• Further, 88 percent believe it is important for companies to lay out a clear vision for the future.

• Tellingly, however, decision-makers believe that only 18 percent of thought-leadership pieces are “excellent” or “very good.”

• Moreover, 46 percent of them acknowledge that poor thought leadership has decreased their respect for an organization.

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