Mentioned versus authored
Being quoted borrows a publication's credibility for a sentence. Being the named author of a piece in that publication attaches your expertise to the outlet's brand and gives you a durable, linkable asset.
Over time, a body of authored work signals genuine subject-matter authority to readers, search engines, and AI models alike.
Percent of B2B decision-makers and C-suite executives, 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report (nearly 3,500 respondents in seven countries), as reported secondhand in LinkedIn's summary
Source (secondary): LinkedIn Marketing Blog, Reach Beyond The Ready: B2B Thought Leadership Research From LinkedIn and Edelman, 29 February 2024, summarising the Edelman report page; both read October 10, 2026.
Figures as given in LinkedIn's summary; Edelman's report page gives the sample but not these figures. The 9 in 10 bar is drawn at 90%. The hour-a-week figure is 54% for C-suite executives. Fewer than half said the overall quality was good.
What good bylines do
- Establish topic ownership by tying your name repeatedly to a specific subject.
- Create linkable proof you can point buyers and search results to.
- Feed author markup that connects the work back to your identity.
Doing it credibly
The strongest bylines say something useful, not promotional. Editors accept, and readers trust, contributions that teach. The credibility comes from the substance, and the authority follows.
See how we build this into a campaign
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