Why POV Content Matters

Taking away any consideration of length or subject, there is one important question that needs to be addressed relative to content creation: why does POV content matter?

We believe there are four reasons. 

• Establishes POV: 55% of decision-makers wish to hear the POVs of industry experts, and 52% consider that POV content related to their customer(s) is key (LinkedIn-Edelman). This is especially significant for competitive differentiation since, according to Gartner, decision-makers are finding it increasingly difficult to differentiate between solution providers. 

• Engages Community: insightful POV content leads decision-makers to review the organization’s expertise (32%), review the organization’s service offering (32%), review the firm’s capabilities (31%), and directly contact the creator of the piece (27%) (LinkedIn-Edelman).

• Enhances Lead Generation: studies have found that content generates three times as many leads as traditional marketing (Semetrical). 

• Grows Direct Sales: The majority of decision-makers consider POV content to be the most reliable source for assessing an organization’s capabilities. According to an Edelman-LinkedIn Thought Leadership Impact study, 70% of decision-makers decide if an organization can actually deliver based on their POV content, and 75% state that it “leads directly to signing on the dotted line.” In addition, 47% of C-suite executives shared their contact information after reading POV content.

Finally, POV content is “always-on”: previous pieces continue to exist online, and can evolve to remain relevant. Through this, a repository of content is built that highlights the organization’s fundamental POV on the industry.

If built consistently, with low effort over an extended period of time, POV content creation can act as a comprehensive body of work that establishes the organization’s perspective, increases its visibility through SEO, differentiates it from competitors, and answers potential questions before they are asked.