Making Creator Headlines · Page 9
Business Buyers Value Expertise, Troubling the Market for Empty Insights
· New York time
A report from Edelman examining content on LinkedIn found that brands value professional insight and experience from other professionals. The finding places expertise at the center of business-to-business content rather than treating every post as a direct sales pitch. For creators working in professional fields, that distinction matters. A useful explanation can give an audience a reason to pay attention before a company asks it to consider a product. It can also help readers assess an idea in the context of experience. The challenge is making the insight useful enough to deserve the name. A post does not become authoritative merely because it appears beside a job title. In the market for thought leadership, the thought still has to lead somewhere.
Read this story in the full newspaper →Satire. Not factual reporting. Read the original reporting from the linked publishers.