Content Marketing

Just 10% of thought leadership is produced by subject matter experts

Just 10% of thought leadership is produced by subject matter experts
Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.


The latest report from iResearch Services reveals that business development teams are leading the charge when it comes to developing thought leadership content (38%), overtaking their marketing counterparts (32%).

By contrast, the findings show that only 10% of thought leadership is produced by subject matter experts, 14% by a designated editorial department and 18% by an insights/research department.

The report, Leading Lights:harnessing thought leadership superpowers for commercial and cultural success, canvasses the view of 4000 business leaders across 22 different countries on their definitions of thought leadership and its use cases within their organisation.

These findings highlight the strong business case for thought leadership investment that is emerging. 85% of those surveyed say thought leadership is already playing a strategic role in their organisation that is aligned to business objectives and specific business units.

57% of respondents say thought leadership affects their company’s revenue through customer/prospect conversations and relationship building and 55% through lead generation. Almost half of those surveyed (47%) say it leads their decision-making process, and the same number (47%) said that thought leadership helps to inform their decision-making process.

Yogesh Shah, CEO of iResearch Services, said: “It is a common perception that the marketing team leads on thought leadership. However, our survey shows a different picture – one that demonstrates clear links between thought leadership and business development, as well as a growing trend for direct C-Suite, Sales and operational involvement.

“This, along with the important role thought leadership plays in driving decision-making, reinforces the commercial opportunities that an effective thought leadership strategy can bring to a firm.”

Interested in hearing leading global brands discuss subjects like this in person? Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

  • Duncan MacRae

    Duncan is an award-winning editor with more than 20 years experience in journalism. Having launched his tech journalism career as editor of Arabian Computer News in Dubai, he has since edited an array of tech and digital marketing publications, including Computer Business Review, TechWeekEurope, Figaro Digital, Digit and Marketing Gazette.

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