Digital media insight for B2B content creators: Size = frequency

26 June 2023 | 2 min read | News
Portrait photo of Paul MacKenzie-Cummins
Paul MacKenzie-Cummins

In a study of over 500 CEOs and Managing Directors, conducted by Clearly, we found that the amount of thought leadership content (articles, podcasts, newsletters, or video content) consumed by business leaders depends on the size of the organisation they represent.

The bigger the business, the more content its leaders consume

Taken as a whole, the average time spent consuming thought leadership content is 21.6 minutes per day (108 minutes per week). But there are notable differences when we break down the data.

Leaders with 500 or more employees typically spend 133 minutes each week on consuming thought leadership content.

This number dips slightly for those with workforces numbering between 250-499 to 117 minutes.

It falls once again to 74 minutes per week for those employing between 50-249 people.

Leaders of businesses whose workforces number below 50 people were found to spend just 37 minutes per week, with one in three (35 per cent) admitting to never consuming any content at all.

How can a thought leadership content strategy help your organisation?

Clearly, as an agency, has been creating sound thought leadership content for clients since 2014. They value it because:

  • It creates and builds a strong personal brand for the organisation’s key people.
  • It positions leaders as trusted experts in their space, which in turn attracts loyal customers.
  • It establishes a brand identity that stands the organisation apart from its competitors.
  • It enhances the organisation’s digital profile and make it more ‘discoverable’ online.
  • It serves as a powerful lead generator and sales consolidator.

If you are looking to position you and your key people as industry thought leaders, we can help you. Feel free to call or email me any time and I and my team can help to develop your thought leadership strategy and give your brand the elevation it deserves.