LinkedIn has published a new report, in partnership with Edelman, which looks at the value of thought leadership content in encouraging buyer decisions, and how the right content approaches can have a big impact on indirect purchase decision makers.
Based on survey of nearly 2,000 management-level professionals, the report primarily focuses on “hidden buyers,” or people who play a role in purchase decisions, but are not the primary experts in that area. So for example staff from finance, legal, compliance, and/or procurement, people who have a say in purchase decisions, but are not necessarily the main targets of your outreach.
Appealing to this broader audience requires a more generalized approach in some respects, which many professional firms can miss.
First off, the data shows that thought leadership content does indeed have an impact on all decision-makers, even those not directly aligned with a business area:
As you can see, hidden buyers are actively consuming expert content, so it’s not just those who are knowledgeable in your field who you need to reach.
In fact, it could be more important to present your content to a more general audience, as these decision makers are often not connected to your sales team.
It’s also more influential in many respects:
But more than just direct product and/or service assessment, these hidden buyers are also measuring your approach, and what your content reflects about your business.
And to maximize appeal, you need to be able to explain your thoughts and opinions in a more generally appealing way:
The report provides a range of in-depth insights on each element, as well as an overview of the key findings based on this research:
Essentially, you need to consider that your audience is broader than the technical experts in your niche, and look at what your content says about you and your brand, while also clearly explaining the benefits to a general reader.
Some valuable notes, which could help to better align your content approach, particularly on LinkedIn.
