Private equity firms are catching up with firms in other industries when it comes to their external communications efforts, according to a report released by BackBay Communications. It finds that PE firms are increasingly using thought leadership to jockey for position in a crowded marketplace.

Looking at the top 100 global private equity firms, the study found that 63 percent were producing content regularly. As a point of comparison, the report notes that 10 years ago, such prominent firms as Thomas H. Lee Partners and Apollo Management did not even operate corporate websites.

The most popular medium for original content was video, which is used by 71 percent of the firms that produce content. Right on video’s heels were published market commentaries, bylined articles and case studies, which 70 percent of content-producing firms reported using.

For disseminating that content, LinkedIn was the platform of choice, with 96 percent of PE firms having a presence there. Twitter ran a distant second, at 52 percent.

“The results of our study show the tide is turning for private equity as it relates to their communications strategy,” said BackBay Communication president and CEO Bill Haynes. “Underscoring their firm’s expertise through writing thought leadership article and shooting videos helps private equity firms stay top of mind, which can ultimately help them raise capital, source investments and attract talent.”