Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and B2B industry news that caught our eye.

What's happening with B2B influencer marketing?

In a recent survey, LinkedIn wanted to uncover the role influencers are currently playing in B2B purchasing decisions. It found that expertise is the most valued trait, followed by trustworthiness and authenticity. The LinkedIn for Marketing Blog has all the details.

A look at where its future is heading

On the topic of influencer marketing, Search Engine Journal outlines what its future could look like. As well as talking about interactive content, it discusses going beyond sponsored posts, affiliate programs, and immersive brand experiences. Check out the full list of trends.

A case for thought leadership

With 52% of B2B decision-makers and 54% of C-suite executives spending at least an hour every week consuming thought leadership content, Forbes outlines the importance of including it in your blog and how to help experts in your company share their insights.

The importance of asking the right 'why'

Marketers and brand builders have long been told about the value of talking about not just what you do, but why you do it. However, Content Marketing Institute believes content creators are getting it wrong. Rather than keeping things focused on the business, it says the focus of asking why should remain on the customer.

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