Novelty Is Important for Compelling Thought Management

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

Current analysis has additionally revealed that many firms 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 offers beneficial insights. 

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

  1. It should tackle subjects and supply insights which are related for its audience. The most effective thought management content material addresses subjects that may have a serious influence on the enterprise or skilled success of the audience.
  2. It should be authoritative. To be compelling, the knowledge and insights offered 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 identified or used.” Subsequently, good thought management content material will present info and insights that add one thing new to the physique of data a couple of 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 when you take away or break one leg of a three-legged stool.

Understanding the Significance of Novelty

Most advertising pundits that speak or write in regards to the growth 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 just isn’t mentioned as incessantly, which is unlucky as a result of novelty (or the dearth 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 major product is assumed management content material.

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

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

Pointers for Contributors” (Harvard Enterprise Assessment) – “Originality:  New concepts in administration are uncommon and valuable – and one of many major causes readers flip to HBR. Should you’re writing a couple of well-worn subject, we’ll be searching for a singular argument or perception.”
Writer Pointers” (MIT Sloan Administration Assessment) – “We’re searching for nice new concepts which have the potential to rework administration pondering 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 Assessment) – “CMR usually publishes articles that stretch our data of a given subject both by contesting or constructing upon current theories or by presenting new empirical work.”

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

Authentic Analysis Is Very important

Creating novel thought management content material nearly all the time requires some type of authentic analysis. Such analysis really performs two important roles in creating compelling thought management content material. First, it’s normally required to uncover the brand new insights that can make thought management content material novel. And second, authentic analysis offers 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 adequate analysis to find out the place the “white house,” if any, exists relating to these subjects. Entrepreneurs cannot determine what subjects are enticing 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 normally need 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 might have already been mentioned, however particular features of the subject might not have been completely coated. These explicit features will 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 recent have a look at that subject.
  • And third, if a subject has already been addressed however the current therapies are flawed or incomplete, that may be an acceptable topic for thought management content material – offered, after all, which you could present authoritative proof to your various standpoint.


Enterprise patrons have a robust 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 choice makers.

Given the explosive proliferation of promoting content material, producing thought management content material that’s actually novel will be significantly 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.