A year-long study from Meridian West reports that buyers of professional services almost always consider thought leadership content firms create when selecting potential partners,The report, Atlas: Six steps to navigate the future of thought leadership, also found that over half (57%) of firms creating thought leadership struggle to demonstrate any meaningful return on investment.
The study surveyed 54 firms across the legal, accounting, consultancy and financial services sectors and identifies six critical steps for transforming thought leadership from a tick-box exercise into a commercial engine: clarity of what you want to achieve, finding the right theme, stakeholder engagement, using technology to help, personalisation, and longevity.
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