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PROFESSIONAL SERVICES BUSINESS DEVELOPMENT AND MARKETING INSIGHTS

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Edelman Thought Leadership report 2021 - good news for the true experts

The pandemic has forced many brands to try their hand at content marketing. According to Edelman (one of the world's largest PR firms) & LinkedIn, this has lead to a glut of lower quality content. But the good news is that the key fundamentals of content marketing for Professional Services have not changed. 

Respondents made it very clear that they wanted authentic content direct from the trusted source - the 'deep subject matter experts'. 

77% are interested in hearing from deep subject matter experts delving into specialized topics over senior executives speaking to high-level business issues. 64% of decision-makers favor a more human, less formal tone of voice rather than an even-toned intellectual voice. 67% prefer thought leadership to prominently feature the POV of an identifiable author, instead of being published by a faceless brand.

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e2e, marketing, professional services
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