Longitude surveyed more than 1,000 senior executives in their Learning from Leaders research on what senior business executives think of thought leadership content and the brands that produce it.
When asked what they value most highly in thought leadership content, participants ranked credible research at the top of the list:
In an interview, Gareth Lofthouse, one of the co-founders of Longitude, said this:
There is an awful lot of content out there at the moment which, at best, is interesting opinion, and not much more than that. At worst, it’s self-serving and rather salesy. Good thought leadership does more than that. It brings original insight backed by evidence, and that’s why you see research as a big part of the thought leadership mix.
Download their report now to learn more.