• by Ray Schultz , Columnist, September 8, 2020

Poor content does more than bore the reader — it hurts email response and sales. And that is especially true of tired COVID-19-related material — of which there is plenty, judging by the 2020 Strategic Thought Leadership Guide, a study by Diffusion, an integrated communication agency.

Of the B2B purchasers surveyed, 43% are likely to view a firm that shovels out poor thought leadership content as less capable in their field.

Moreover, 32% will not consider the company for future RFPs, and 25% will make that firm’s emails as spam. In addition, 28% will think less of the offending firm in general, and 22% will avoid taking meetings with it.

At the same time, 27% are tired of reading COVID-related content, good or bad. Indeed, 33% suspect that many businesses offering it are merely jumping on the bandwagon.

On the other hand, 29% want to work with vendors that supply meaningful COVID-19-related material. 

“A need undoubtedly remains for high quality content addressing this event and its substantial aftermath,” the study notes. 

How content is viewed varies from person to person. But you can be sure that readers will be turned off by cynically produced studies filled with platitudes.  

Here’s some positive news. Good content will spur 42% to remember a company and its services. And 30% will be spurred to conduct independent research on the firm. 

In addition, 25% will recommend the brand to others in their network, 24% will start a conversation to inquire about its services and 24% will feel more confident about doing business with the outfit. 

Search also plays a big role.

Of those polled, 39% conduct a Google search as their step when vetting a new company. And 32% say that first search impression is critical in helping them decide whether to consider a supplier. 

In general, 26% agree that good content is more important now than it ever was. And 42% of prospects are more likely to remember a brand that delivers it.  

Is your firm trying to create meaningful content?

Diffusion urges you to ask yourself these questions: 

• Does it align with your voice as a brand?
• Are you providing real value to your audience?
• Does your content provide a new, unique perspective?
• Can you support your content with evidence or data?

Here’s the key takeaway from the study: Do it right or not at all. 

Diffusion surveyed 250 decision makers in small-to medium-sized companies.