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The power of research in thought leadership

 - 02/09/2016

Thought leadership can be a powerful tool in your content marketing arsenal. Quality thought leadership that helps address the issues your customers are facing can help promote your company or brand as an authority and subsequently have a positive effect on business development.

MindMetre Research conducted a study into thought leadership and how it can help attract new customers. After surveying 2,000 UK businesses about their relationship with thought leadership content and its influence over purchasing decisions, the results showed that 72 per cent[1] said that thought leadership material has a huge impact on their purchasing decisions.

The research also showed that 80 per cent[2] of respondents believed that for thought leadership content to be credible, it must be based on research, not just opinion.

While the research conducted by MindMetre shows the benefits of thought leadership, it also shows that it can have even more impact when it’s grounded in external research. Combining research with incisive commentary on the issues uncovered can give your company the opportunity to show expertise in a way that will be useful and interesting to the audiences you are trying to reach. This in turn increases the chance that they will think of you when they are looking to make a purchase in the area you operate in.

Another benefit of research is that the findings can be used in a huge number of ways – and in fact should be to ensure you make the most of your investment. Why stop at a written report and a few blogs for your website when it can also be launched to media, used on social media, used as the basis of an event for clients and potential clients, be repackaged in infographics, SlideShares, videos, the list goes on. Do it right, and watch the new business leads flourish.

For more information on how your business can benefit from thought leadership, contact Tungtree Communications and we can work with you to develop the best content to meet your business needs.

[1] We are much more likely to invite a supplier to tender if their website offers access to thought-leadership material that is genuinely informative and offers relevant insights, as well as hard-sell propositions.

[2] We only find thought-leadership material compelling and credible if it is based on hard research, conducted at arms-length through a credible third party organisation, and is not just the author’s opinion.