1.

Thought leadership that spurs business leaders to rethink their challenges is a powerful tool for stimulating demand for your business’s products and services.

It does far more than just create a favorable impression of your brand.

B2B decision-makers and C-suite leaders
consistently consume thought-leadership content

of decision-makers

- and -

of C-level executives

spend an hour or more on average per week reading thought-leadership content.

Source: 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report. Question: On average, how much time per week do you spend reading and viewing thought leadership, remembering that thought leadership for the purpose of this study refers to free deliverables that organizations or individuals produce on a topic that they know a lot about, and they feel others can benefit from having their perspective on. It does not include advertising or product sheets. 7-point scale, top 4 boxes, over 1 hour. Decision-makers and C-suite executives, 7-country average.

Executives trust thought leadership over marketing materials.

Nearly

of decision-makers (73%)

say that an organization’s thought-leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets.

decision-makers

say they are very likely to think more positively about organizations that consistently produce high-quality thought leadership

Source: 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report. Question: How much do you agree or disagree with these statements? “An organization’s thought leadership content is a more trustworthy basis for assessing its capabilities and competencies than its marketing materials and product sheets.” 5 point scale, top 2 box, agree. Decision-makers and C-suite executives, 7-country average. Question: If an organization consistently produces high-quality thought leadership, how likely are you to do each of the following? Think more positively about them. 4-point scale, top 1 box, very likely. Decision-makers, 7 country average. 7 in 10decision-makers Executives trust thought leadership over marketing materials. say they are very likely to think more positively about organizations that consistently produce high-quality thought leadership.

Thought leadership can prompt B2B buyers to
question the status quo and seek alternate solutions

More than

of decision-makers and C-suite executives

say that a piece of thought leadership has led them to research a product or service they were not previously considering

Moreover,

say that an organization that consistently produces high-quality thought-leadership content has prompted them to research the organization’s offers or capabilities.

Source: 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report. Question: Has a piece of thought leadership ever led you to research a product or service that you previously had not been considering? 5-point scale, top 2 box, occasionally or often. Decision-makers and C-suite executives, 7-country average. Question: If an organization consistently produces high-quality thought leadership, how likely are you to do each of the following? Seek out more information about their offers or capabilities. 4-point scale, top 1 box, very likely. Decision-makers, 7-country average.

It can even reveal previously untapped
business opportunities or identify new threats

Among decision-makers who say that a particular piece of thought leadership has led them to research a product or service they were not previously considering,

said that piece of thought leadership had made them realize their organization was missing out on a significant business opportunity.

- while -

said they realized their organization was more vulnerable to a potential threat than previously thought

Source: 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report. Question: What did that piece of thought leadership get you to realize? Data: % of decision-makers who selected either: “Our organization was missing out on a significant business opportunity” or “Our organization was more vulnerable than I thought to a potential threat.” Decision-makers, 7-country average.

For DP World, a global leader in end-to-end logistics, thought leadership on digital channels allows us to get into the hands and heads of customers and prospects wherever they are. If you know your customers’ challenges, you can shape content that sharply identifies those problems and brings your unique solutions into focus. For busy customers, this outside-in perspective needs to be fresh, practical, and important to spark commercial conversations. The formats you use are also important, so it’s vital to think about how your audiences are consuming information in 2024 and plan accordingly. For DP World, high-quality thought leadership is a competitive advantage

Daniel Van Otterdijk
Group Chief Communications Officer, DP World