A June 2017 report from Edelman and LinkedIn has highlighted the dangers of putting speed and quantity of thought leadership content above quality. The research clearly established that thought leadership is an important tool for B2B marketers. But it also flagged a disconnect between buyers and content marketers when it comes to the quality of content. Good quality content has far greater benefits than marketers think. Bad quality content has more severe consequences.
In the early stages of the B2B buying process there is some alignment between buyers and marketers - 44% of buying decision makers were influenced by thought leadership to “give the organisation my contact information” vs 42% of content creators who think it “helps with lead generation”.
But in the later stages of a sale there is clear misalignment, with thought leadership content influencing buyers much more than marketers think:
Marketers' over-emphasis on using content as a lead generation tool is most likely leading to the speed of content delivery and the quantity of content being given priority over quality. It's a poor strategy.
Speed can be important in business. As can visibility. But should speed and visibility dictate to the extent that quality is badly compromised?
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