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It is now abundantly clear that compelling thought management content material is an important part of efficient advertising and marketing for a lot of B2B corporations. Quite a few research have proven that enterprise patrons are more and more counting on thought management content material and that it has a major impression on buy choices.

Current analysis has additionally revealed that many corporations want to enhance the standard of their thought management content material. For instance, within the 2021 B2B Thought Management Impression Examine by Edelman and LinkedIn, 71% of the survey respondents stated that lower than half of the thought management content material they devour gives invaluable insights. 

Thought management content material should meet three core necessities to be compelling for enterprise determination makers.

  1. It should tackle subjects and supply insights which are related for its audience. The perfect thought management content material addresses subjects that may have a significant impression on the enterprise or skilled success of the audience.
  2. It should be authoritative. To be compelling, the knowledge and insights supplied by thought management content material should be supported by sound and persuasive proof.
  3. It should be novel. Merriam-Webster defines novel as “new and never resembling one thing previously recognized or used.” Due to this fact, good thought management content material will present info and insights that add one thing new to the physique of data a few subject and that the viewers can’t discover elsewhere.

These three necessities are equally important for compelling thought management content material. Efficient thought management content material is sort of a three-legged stool, and we all know what occurs should you take away or break one leg of a three-legged stool.

Understanding the Significance of Novelty

Most advertising and marketing pundits that discuss or write in regards to the improvement of thought management content material emphasize the necessity to create content material that’s related for its viewers, and lots of additionally stress the significance of constructing content material credible and authoritative.

The necessity to make thought management content material novel is just not mentioned as ceaselessly, which is unlucky as a result of novelty (or the shortage thereof) is usually what separates compelling from mediocre (or poor) thought management content material.

To completely grasp the significance of novelty, it is revealing to see how it’s considered by organizations whose main product is assumed management content material.

Educational, scientific and enterprise journals often present “pointers” for authors who need the journal to publish their work. Amongst different issues, these pointers often describe the factors the editors use to determine what materials to publish.

Listed here are excerpts from the creator pointers utilized by three highly-regarded enterprise publications.

Pointers for Contributors” (Harvard Enterprise Evaluation) – “Originality:  New concepts in administration are uncommon and treasured – and one of many main causes readers flip to HBR. In the event you’re writing a few well-worn subject, we’ll be in search of a novel argument or perception.”
Creator Pointers” (MIT Sloan Administration Evaluation) – “We’re in search of nice new concepts which have the potential to remodel administration considering and practices. Authors ought to clearly articulate what’s new about their thought, inserting it within the context of any earlier work within the discipline and explaining how they’re advancing the dialogue.” (Emphasis in authentic)
Submission Pointers” (California Administration Evaluation) – “CMR sometimes publishes articles that reach our data of a given subject both by contesting or constructing upon present theories or by presenting new empirical work.”

The thought management content material produced by corporations for advertising and marketing functions will clearly differ in a number of methods from the content material printed in journals just like the Harvard Enterprise Evaluation, the MIT Sloan Administration Evaluation and the California Administration Evaluation. What is not considerably totally different is the necessity for novelty.

Authentic Analysis Is Very important

Creating novel thought management content material virtually at all times requires some type of authentic analysis. Such analysis truly performs two important roles in creating compelling thought management content material. First, it’s often required to uncover the brand new insights that can make thought management content material novel. And second, authentic analysis gives the proof that makes thought management content material authoritative.

As soon as entrepreneurs have recognized potential subjects for thought management content material, they might want to conduct ample analysis to find out the place the “white area,” if any, exists concerning these subjects. Entrepreneurs cannot determine what subjects are engaging for thought management content material till they know whether or not, or to what extent, these subjects have already been addressed.

To develop novel thought management content material, entrepreneurs will often wish to keep away from subjects which have already been mentioned by others. There are, nonetheless, three notable exceptions to this rule.

  • First, a broad subject could have already been mentioned, however particular features of the subject could not have been completely lined. These specific features might be good topics for thought management content material if they’re related and essential for the audience.
  • Second, if a subject has not been addressed for a substantial time frame, it may be acceptable to take a contemporary have a look at that subject.
  • And third, if a subject has already been addressed however the present remedies are flawed or incomplete, that may be an acceptable topic for thought management content material – supplied, in fact, which you could present authoritative proof on your different perspective.


Enterprise patrons have a powerful need for thought management content material that’s related, authoritative and novel. All three of those attributes are essential to make thought management content material compelling for enterprise determination makers.

Given the explosive proliferation of selling content material, producing thought management content material that’s really novel might be notably difficult, however the effort is worth it as a result of novelty is usually what separates thought management winners from thought management also-ran’s.

Novelty Is Important for Compelling Thought Management