{"id":6680,"date":"2019-09-30T09:30:23","date_gmt":"2019-09-30T13:30:23","guid":{"rendered":"https:\/\/contentwriters.com\/blog\/?p=6680"},"modified":"2023-10-30T14:09:21","modified_gmt":"2023-10-30T18:09:21","slug":"should-your-business-favor-product-based-content-or-thought-leadership","status":"publish","type":"post","link":"https:\/\/contentwriters.com\/blog\/should-your-business-favor-product-based-content-or-thought-leadership\/","title":{"rendered":"Product-Based Content vs Thought Leadership: What Works Best For You"},"content":{"rendered":"\n

Recent findings from Altimeter\u2019s Digital Content Survey<\/a> reveal an unexpected lead in customer preferences for product-based content. The findings are based on data gathered from 400 content and digital marketers around the globe. The objective was to gain insights into the strategies, channels, and types of content that perform the best in each locale and industry. <\/p>\n\n\n\n

One of the most staggering findings is that 29% of the respondents say their product-focused content performs better than all other types of content\u2014 especially in Asia and Europe. Shockingly, this means it overtakes thought leadership, which follows at 25%. <\/p>\n\n\n\n

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According to Altimeter, product-focused content \u201ceducates customers about specific features and helps them operate, repair, and best utilize the brand\u2019s products.\u201d Thought leadership is defined as \u201chigh-value, high-investment content that helps the customer make a decision in their personal or professional lives and promotes the brand as a subject matter expert.\u201d <\/p>\n\n\n\n

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When it seems like the focus in content marketing has long been on becoming industry experts through thought leadership, shifting the lens back to product-focused content is surprising. However, if we take a closer look, this trend is only true in specific cases. By examining the data, it becomes evident that the preference for product-based content only applies to certain industries.<\/p>\n\n\n\n

One Size Does Not Fit All<\/h2>\n\n\n\n

As Altimeter examined their findings, they found that that the preference for product-based content only pertains to a couple of industry types. Retailers and manufacturers have a target audience that desires more product-focused content, while industries in technology, finance, and healthcare have audiences who crave more thought leadership. <\/p>\n\n\n\n

From these findings, it is clear that when it comes to content, there is not a one-size-fits-all strategy. If your business is in a niche field like finance and technology, then offering new insights and perspectives on your industry is more likely to interest your target audience.  If your industry is in retail or manufacturing, you may find more success in shifting your focus on creating content that explains your products\u2019 usefulness and function.<\/p>\n\n\n\n

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Do you know what you have and where you stand? If not, then it\u2019s time to perform a content audit and see what kind of information you\u2019re currently offering customers. How is your audience engaging with your posts, blogs, and emails? Do they have any feedback for you? What do they want to know about?<\/p>\n\n\n\n

This is a great time for your team to evaluate what type of business you are and what you want to be. Define your target audience and objectives to create a content strategy that benefits you.<\/p>\n\n\n\n

Product-Based Strategy<\/h2>\n\n\n\n

For industries who identify a need for product-based content, it\u2019s important to understand that even within your industry, the type of content you need in terms of format, presentation, and digital location will be specific to your unique needs. <\/p>\n\n\n\n

Your mission is to inform and connect with your audience in a way that is relevant to them. Overall, the core of a good product-based strategy is to know your product and how it can help solve your buyer\u2019s problem. Here are a few tips to keep in mind when formulating a product-based strategy.<\/p>\n\n\n\n