Senior executives say the top reasons thought leadership content tends to fail are faulty methodologies and a lack of internal buy-in, according to recent research from Bospar and Reputation Leaders.
The report was based on data from a survey of 105 US-based senior business leaders who work for firms that currently produce thought leadership content.
Some 44% of respondents say faulty/poor methodologies is the primary reason thought leadership content fails, and 34% say a lack of internal stakeholder buy-in is the primary reason.
Senior leaders say they create thought leadership content for a wide range of different reasons, including to establish their firm as an industry leader, to improve their firm's reputation and influence, and to build brand awareness.
Respondents say big tech companies such as Salesforce and digital disruptors such as Amazon tend to generate the best thought leadership content.
Business leaders say they personally consume thought leadership content to improve their analytical skills, discover new ideas/innovations, and stay up to date on the latest trends.
About the research: The report was based on data from a survey of 105 US-based senior business leaders who work for firms that currently produce thought leadership content.
