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Execs Create Thought Leadership Content to Stand Out

Personalization, automation may be key content creation

August 24, 2016 | Marketing

Thought leadership content is a common staple within executives’ content marketing programs. But what are the key reasons for creating this type of work? According to research, almost half of professionals worldwide produce thought leadership content to stand out from competitors, as well as to earn notoriety for their company or themselves.

Leading Objectives for Creating Thought Leadership Content According to Executives* Worldwide, April 2016 (% of respondents)

In April 2016, The Economist Group, along with Hill+Knowlton Strategies, surveyed 1,644 executives worldwide, who either produce or consume thought leadership content.

According to the data, the largest share (47%) of respondents said a top intention for creating thought leadership content was to set their business apart from competitors. Meanwhile, another 42% of executives said it was to win a positive perception for their company or themselves. In contrast, a mere 1% said a key reason for producing this type of content was to entertain an audience.

One way that brand executives may be able to create successful thought leadership content may be through personalization and by listening more closely to their customers. In a separate July 2016 survey from Forrester Consulting, along with Persado, 67% of senior marketers in the US and Western Europe said they take advantage of behavior-based intelligence, particularly insights and emotions, to produce the right content.

Approaches to Personalized Marketing at Their Company According to Senior Marketers in the US and Western Europe*, Jan 2016 (% of respondents)

In addition, many executives are discovering that automation might be an answer to streamline their content marketing workflows and insights. In the same Forrester study, 56% of respondents felt that by automating content creation, they’d be able to create modular content to achieve dynamic content assembly.

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