Thought leadership is all about having interesting and attention-grabbing insights on the big problems facing your customers.
You could be using these insights in interesting articles and blogs, well-argued reports and white papers, and also delivering them in videos, LinkedIn posts and of course face-to-face in meetings and when speaking at events.
But is there research out there showing it brings commercial benefits for accountancy firms?
Yes, there's plenty!
For instance, when it comes to generating demand and increasing sales, below are some highlights from recent research by global comms agency Edelman (in this case based on 1.3K US business decision-makers in 2017):