“I had always believed that most of the marketing content used by a company should be developed internally (…). Because of three recent research studies, I now have a different view on this issue.”
Some people still think that the only type of content that can demonstrate your expertise and show your thought leadership is the one you create.
If you’re still thinking that, think again as the data has spoken.
David Dodd used to be one of them and he explains in this article why he changed his mind after analyzing results from several research studies focusing specifically on B2B marketing.
The research – based on an extensive of more than 400 B2B content consumers – highlights beyond any doubt that people simply don’t trust vendor-created content: a Third-party content is 4x to 7x more trusted than your own!
The solution is probably not to stop creating anything: you have opinions and you can create strong original content. But more often then not, you’ll be more convincing if you can publish curated content that supports your overall message, or if you leverage contributors to grow your content production and reach.
(And this article is a curated one by the way so let me know if you feel more convinced).