Nearly half of executives write thought leadership pieces to differentiate themselves from competition

There's an influx of executives vying to share their thoughts about what they have learned in their times as an organization leader. But why do C-suite executives write thought leadership content?

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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