In April 2016, London-based The Economist Group and New York City-based Hill+Knowlton Strategies interviewed 1,644 executives across the globe who write or read thought leadership articles. When asked their intentions for writing such pieces, the executives responded as follows:
- Differentiate their company from competition: 47 percent
- To portray their company as an authority in the field: 42 percent
- Build awareness of their company brand: 34 percent
- Help audience become more knowledgeable: 28 percent
- Increase new revenue: 27 percent
- Pave the way for a change of direction or entry into new market: 20 percent
- Increase customer loyalty: 18 percent
- Further or support their company’s issues or public agenda: 17 percent
- Open doors for the sales team: 15 percent
- Profile certain products and services: 15 percent
- Campaign on or address societal issues: 9 percent
- Entertain the audience: 1 percent
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