LinkedIn recently released a new report, created in partnership with Edelman. This study explores the real value of thought leadership content, especially when it comes to influencing buyer decisions in the business-to-business (B2B) world.
One key focus of the report is on how thought leadership impacts people who aren’t the main experts or targets of a sale, but still play a role in purchase decisions. These are often called “hidden buyers.”
Who Are “Hidden Buyers”?
The report is based on a survey of nearly 2,000 managers and professionals. It specifically looks at these “hidden buyers” — individuals who have a say in purchase decisions but aren’t necessarily the primary specialists in that specific product or service area.
Think of people from departments like:
- Finance
- Legal
- Compliance
- Procurement
While they might not evaluate the technical details, their approval or input is crucial for a deal to go through.
Why Thought Leadership Matters for All Buyers
Appealing to this broader group requires a slightly different approach than just focusing on technical experts. Many businesses might miss this wider audience in their content strategy.
The LinkedIn/Edelman data clearly shows that thought leadership content does influence all decision-makers, including those not directly tied to the specific business area.
Why? Thought leadership helps build trust and credibility. It provides valuable context, industry insights, and demonstrates expertise in a way that can resonate even with someone outside the core technical field. It helps them understand the bigger picture and the potential impact on their area (like finance or legal risk).
What This Means for Your Content Strategy
The report highlights that to truly maximize the impact of your thought leadership, you need to consider this wider audience of hidden buyers.
Your content shouldn’t just speak to the experts. It should also be accessible and relevant enough to inform and influence people in other departments who hold a piece of the decision-making power. This might mean:
- Focusing on broader business outcomes, not just technical features.
- Explaining complex ideas in simpler terms.
- Addressing concerns related to finance, legal implications, or operational efficiency.
Conclusion
The latest report from LinkedIn and Edelman reinforces the significant value of thought leadership content in B2B sales. More importantly, it shines a light on the often-overlooked “hidden buyers” and how thought leadership successfully reaches and influences them.
By creating content that considers the perspectives and needs of all individuals involved in a purchase decision — not just the core experts — businesses can strengthen their position and improve their chances of closing deals.
Considering how your thought leadership can speak to these hidden influencers is a valuable step in refining your B2B content strategy.
