22 awesome Novelty is vital for Compelling Thought Leadership

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22 amazing Novelty is vital for Compelling Thought Leadership

It’s now abundantly clear that compelling thought leadership content is an important element of effective marketing for a lot of B2B companies. Numerous research reports have shown that business buyers are increasingly depending on thought leadership content and so it has a substantial effect on purchase decisions.

Recent research in addition has revealed that lots of companies need certainly to increase the quality of these thought leadership content. As an example, into the 2021 B2B Thought Leadership Impact Study by Edelman and LinkedIn, 71% for the survey respondents said that less than half for the thought leadership content they consume provides valuable insights. 

Thought leadership content must meet three core requirements to be compelling for business decision makers.

  1. It must address topics and supply insights which can be relevant because of its target audience. The most effective thought leadership content addresses topics that will have an important effect on the company or professional success for the target audience.
  2. It must be authoritative. To be compelling, the information and knowledge and insights given by thought leadership content needs to be supported by sound and persuasive evidence.
  3. It needs to be novel. Merriam-Webster defines novel as “new rather than resembling something formerly known or used.” Therefore, good thought leadership content will give you information and insights that add something a new comer to the human body of real information about a subject and that the viewers cannot find elsewhere.

These three requirements are equally required for compelling thought leadership content. Effective thought leadership content is much like a three-legged stool, and now we understand what happens in the event that you remove or break one leg of a three-legged stool.

comprehending the need for Novelty

Most marketing pundits that talk or come up with the growth of thought leadership content emphasize the requirement to create content that is applicable because of its audience, and several also stress the significance of making content credible and authoritative.

The need certainly to make thought leadership content novel just isn’t discussed as often, that will be unfortunate because novelty (or the shortage thereof) is usually what separates compelling from mediocre (or poor) thought leadership content.

To have an understanding of the significance of novelty, it is revealing to observe how it really is viewed by organizations whose primary product is thought leadership content.

Academic, scientific and business journals usually provide “guidelines” for authors who desire the journal to create their work. Among other items, these guidelines usually describe the criteria the editors used to determine what material to create.

listed below are excerpts through the author guidelines employed by three highly-regarded business publications.

Guidelines for Contributors” (Harvard Business Review) – “Originality:  New ideas in management generally are rare and precious – and something for the primary reasons readers seek out HBR. If you are currently talking about a well-worn topic, we will be hunting for an original argument or insight.”
Author Guidelines” (MIT Sloan Management Review) – “we are hunting for great new ideas which have the potential to transform management thinking and practices. Authors should clearly articulate what is new about their idea, placing it into the context of any previous work with the field and explaining the way they are advancing the discussion.” (Emphasis in original)
Submission Guidelines” (California Management Review) – “CMR typically publishes articles that extend our understanding of a given topic either by contesting or building upon existing theories or by presenting new empirical work.”

The thought leadership content generated by companies for marketing purposes will obviously differ in many ways through the content published in journals such as the Harvard Business Review, the MIT Sloan Management Review and also the California Management Review. What exactly isn’t substantially different could be the significance of novelty.

Original Scientific studies are Vital

Developing novel thought leadership content more often than not requires some kind of original research. Such research actually plays two essential roles in creating compelling thought leadership content. First, it will always be necessary to uncover the latest insights which will make thought leadership content novel. And second, original research offers the evidence that produces thought leadership content authoritative.

Once marketers have identified potential topics for thought leadership content, they are going to need certainly to conduct sufficient research to find out where in actuality the “white space,” if any, exists regarding those topics. Marketers can not determine what topics are attractive for thought leadership content until they know whether, or even to what extent, those topics have been completely addressed.

To develop novel thought leadership content, marketers will often wish to avoid topics which have recently been discussed by others. You will find, however, three notable exceptions to the rule.

  • First, an easy topic could have recently been discussed, but specific areas of the subject might not have been thoroughly covered. These specific aspects could be good subjects for thought leadership content if they’re relevant and very important to the mark audience.
  • Second, if a subject is not addressed for a large time frame, it could be appropriate to take a new have a look at that topic.
  • And third, if a subject had been addressed nevertheless the existing remedies are flawed or incomplete, which can be a proper subject for thought leadership content – provided, needless to say, that one can provide authoritative evidence for the alternative point of view.


Business buyers have a very good desire to have thought leadership content that is applicable, authoritative and novel. All three among these attributes are essential to help make thought leadership content compelling for business decision makers.

Given the explosive proliferation of marketing content, producing thought leadership content that is actually novel could be particularly challenging, nevertheless the effort is worthwhile because novelty is usually what separates thought leadership winners from thought leadership also-ran’s.


22 Great Novelty Is Important for Compelling Thought Leadership

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