Ensuring pieces are created by experts and delivering experiences in interesting ways are now table stakes: 62% of respondents say average or above average thought leadership content tends to be produced by prominent/well-respected experts, and 66% say it tends to have unique formats or styles.

B2B buyers say the highest-quality thought leadership content often has some combination of three key characteristics: It references strong research and data (55% of respondents cite that as a quality of exceptional content); it helps the audience better understand the challenges and opportunities facing their businesses (44%); and it offers concrete guidance and case studies (43%).

About the research: The report was based on data from a survey conducted in December 2023 among 3,484 management-level professionals globally.