By Craig Giangiulio
12 Jul 2023

Thought Leadership in Marketing

Content Marketing     Media/News


If you’ve ever searched for information about a product or service on the internet, you know how competitive the world of content marketing can be. Today, businesses of all shapes and sizes use their content to stand out in their industries and garner consumer attention.   

When done well, content marketing can be a highly effective way to engage audiences, build brand recognition, and attract potential leads. However, creating content that stands out has become increasingly difficult as more and more brands have stepped up their content marketing efforts.  

In the crowded world of digital-age content marketing, consumer trust and brand reputation are more important than ever. Pursuing a thought leadership strategy can help you succeed in this climate by distinguishing your brand from competitors and enabling you to connect with your audience on a deeper level.  

What Is Thought Leadership?  

Thought-leadership-1A thought leader is an expert on a particular subject whose ideas and opinions influence others. In business, thought leaders are well-known to consumers and competitors as resources for credible information and valuable insights. These leaders can be known as a whole company, or they can be a single person who is influential in a specific industry. 

Thought leadership content is distinguished from other content by its relevance and value. Thought leaders create content that covers important topics in their industry and offers the most accurate and comprehensive answers to their audience’s most common questions.  

While it often relates to a particular trade, thought leadership content is not advertorial; instead, it provides consumers with trustworthy information and objective analysis that conveys expertise and authority. 

Who Should Be a Thought Leader?  

Thought-leadership-2Only some businesses need to become thought leaders to successfully build its brand. However, due to increasingly heavy competition in online content marketing, standing out from the crowd is more important and beneficial than ever.  

Thought leadership is often associated with B2B content marketing, as business officials are typically more interested in facts and complex data than the average reader. However, it can also benefit consumer-facing companies who want to improve engagement and cultivate audience trust. 

The type of business you do will influence the tone of your content and the channels you use to promote it. However, pursuing a thought leadership strategy can be highly beneficial, regardless of your target audience and brand voice. 

The Benefits of Thought Leadership Marketing 

Thought-leadership-3Leaders, by definition, are those who stand out from the crowd around them. Being a leader in your field is inherently beneficial for marketing, as it can help your brand achieve more recognition. However, the advantages of pursuing a thought leadership strategy can go far beyond increased exposure. 

Establish Your Credibility 

Establishing credibility and authority are two primary objectives of thought leadership marketing. While becoming an authority in your industry is usually very difficult, it can also be highly beneficial for marketing, and creating thought leadership content is one of the most effective ways to accomplish this goal.  

Becoming known as an authority in your industry can help you cultivate trust among consumers, which can help aid your search engine optimization (SEO) efforts. Increased credibility helps with SEO by helping to boost trustworthiness and authority in search engine rankings. When a website is seen as authoritative and trustworthy by search engines, it can rank higher in the organic search results. Additionally, when users trust a website more, they are more likely to click on it, increasing its visibility and ranking. This increased visibility can also lead to more backlinks from other websites, further strengthening its SEO efforts.

Demonstrate Unique Value  

Creating thought leadership content involves offering new perspectives on important industry topics and addressing pressing audience questions in helpful, informative ways. While this approach to content creation requires more effort, it also helps you demonstrate your brand’s unique value to consumers.  

In the crowded world of content marketing, demonstrating unique value makes your brand’s message more memorable and helps you build customer loyalty. It also distinguishes your content as more valuable and engaging than competitors in your field, which allows you more effectively convey the value of your products or services. 

Earn Shares, Mentions, and Links  

Shares, mentions, and links are all important ways to get more eyes on your content. Because thought leadership content is unique, valuable, and well-researched, audiences are far more likely to share it with others and mention it on social media. 

Along with increasing visibility for your brand, this extra engagement can provide you with valuable demographic data about your audience, which you can use to guide future content creation and consumer outreach efforts.  

Additionally, being known as a thought leader in your industry means that more external websites will be more likely to reference your pages in their linkable content. This can help signal your authority and potentially attract more visitors to your domain. Over time, this authority can support better link building efforts, as other websites will be more likely to reference your content on their pages. These links act as votes of confidence, signaling to search engines that you are deserving of ranking. 

Get Feedback  

Audience feedback is a valuable marketing tool that you can use to optimize future content creation and refine your brand voice. However, collecting honest feedback about your content can be difficult, especially if engagement is low. 

Because thought leadership content is more likely to be shared and mentioned online by consumers, it can give you a free and reliable source of genuine audience feedback. This data can be used to assess consumer reaction to your content, your branding, your products, and your industry as a whole.  

The Cost of Becoming a Thought Leader 

Thought-leadership-4While becoming a thought leader is extremely advantageous, it is also a challenging, time-intensive process that carries some risks. Thought leadership strategies can fail and even backfire if not carefully researched and implemented. Several notable risks and challenges come with pursuing thought leadership: 

  • Facing criticism: Creating thought leadership content often requires introducing new ideas and offering new perspectives on important issues in your field. This can elicit unpredictable reactions from readers, who may not always agree with the message of your content or your approach to the subject. 
  • Identifying the right opportunities: Creating thought leadership content requires exploring new topics or covering prominent issues in new ways. Some brands may succumb to “tunnel vision” by focusing their content too heavily on their products or services rather than valuable information and actionable advice. Others may create over-specialized content that only appeals to small sections of the population. 
  • Falling short of true leadership: Most businesses aspire to be thought leaders, but it's not easily achieved. Generating content and engagement isn't enough. To become a true thought leader, develop content aligned with your strategy and goals.

These factors and the work required may dissuade some marketing teams from pursuing thought leadership altogether. Fortunately, you can overcome these challenges and mitigate these risks by taking the proper steps when developing and executing your thought leadership strategy.  

How To Pursue a Thought Leadership Strategy  

Thought-leadership-5To become a true thought leader in your field, you’ll need to develop a clearly-defined strategy and create your content accordingly. While thought leadership may look different in different industries, several general best practices will help you determine an optimal strategy and maximize your chances of success.  

Understand Your Unique Value 

To create a truly effective content marketing strategy, you must comprehensively understand what makes your business unique and appealing. This appeal may relate to the originality of your brand voice or the value of your products or services.  

To identify your unique selling point, it’s often helpful to see your customers interact with your brand, including how they shop for and use your products or services and how your brand aligns with their day-to-day lives.  

Your selling point should address your customers’ needs in a way that reflects your mission and brand values and highlights what makes you different and better than your competitors. 

Look for Knowledge Gaps  

Originality is one of the hallmarks of authentic thought leadership. While it can be tricky to generate entirely new content topics confidently, searching for knowledge gaps in your niche will help you identify relevant areas that may be beneficial to cover. These gaps represent topics with searcher interest that competitors or industry publications have not yet covered. 

You can also look at content that’s already been covered to see where there is room for improvement or additional points of view. For example, if an article on a particular topic has received lots of comments and questions from readers, create content that builds upon the existing information and delves into more detail. 

Identifying knowledge gaps involves a combination of conducting keyword research to determine which relevant topics have the most consumer interest and performing competitor analysis to see if and how other brands in your industry are addressing the topics. 

Define Your Goals 

Once you’ve identified some knowledge gaps in your focus area, you can utilize this information to define your research and content creation goals. These goals may reflect the topics you’d like to cover or the specific audience pain points you want to address with your content. 

For example, suppose you aim to demonstrate the value of your product or service. In that case, you can focus on generating educational content that illustrates how your business can effectively address the challenges faced by your target audience.

Setting these goals will help you determine which specific steps to take when researching and developing content. It will also keep you from losing sight of your content creation objectives and succumbing to phenomena like tunnel vision. 

Conduct Research  

Careful research is essential when pursuing a thought leadership strategy, as the relevance and accuracy of the information you present in your content will be under even more scrutiny than usual. 

Thought leaders are expected to offer the most accurate and comprehensive coverage of relevant topics, so all the information you plan to include in your content must be thoroughly vetted to avoid undermining your goals.

It’s critical to analyze any internal and external sources you plan on citing for experience, expertise, authority, and trustworthiness (EEAT). Offering inaccurate information or linking to an unreliable source will damage your authority and erode consumer trust in your brand.  

Create Great Content   

Of course, high-quality content is the bread and butter of any thought leadership strategy. To be recognized as a thought leader, the quality of your content should reflect your status as an authority and an influence in your field.  

While it’s easy to understand that great content is required to be a thought leader, producing such content is a nuanced process. Following these guidelines can help you ensure your content meets thought leadership standards. 

  • Don’t be promotional: Thought leadership content is expected to always be accurate, objective, and informative. While it’s OK to discuss topics related to your industry, advertising your products or services in your content can undermine your thought leadership goals by damaging audience trust and preventing you from earning backlinks.  
  • Invite discourse: Thought leaders’ content should be enjoyable and accurate. Most issues and topics are highly complex; your coverage should convey that. Rather than just making a single point, your content should cover industry topics and emerging trends in engaging ways that spark lively discussions and friendly debates between readers. 
  • Cite authoritative sources: As discussed, thought leaders are held to the highest standards of accuracy. In keeping with this, any source you cite in your content should be thoroughly vetted for authority and objectivity. Generally speaking, you should utilize primary sources like scientific reports and government data. 
  • Provide helpful information: To truly be considered a thought leader, your content should have unique value not offered by competitors. The best way to give your content unique value is to address a common pain point for your audience by providing them with actionable advice, rather than simply suggesting a product or service that you offer. 

Stay On Top of Relevant News and Trends 

Most industries constantly evolve due to technology and the changing labor market. As go-to sources for industry information, thought leaders are expected to be at the forefront of the latest trends and developments in their field. 

To retain your status as a thought leader, it’s critical to stay on top of any news that impacts your industry, and cover these stories in the most objective and engaging possible ways. This may involve interacting with audience members on social channels or publishing informative content about new trends, policies, technologies, and events. 

In conclusion, embracing thought leadership marketing allows your brand to establish credibility, cultivate trust, and demonstrate unique value to your audience. By becoming an authority in your industry and providing valuable insights, you can stand out in the crowded world of content marketing, attract consumer attention, and enhance brand recognition. Consider incorporating thought leadership strategies into your marketing efforts to drive engagement, strengthen your SEO, and achieve long-term success.

Craig Giangiulio

Craig Giangiulio is a writer and SEO content strategist based in Camden County, NJ. He first became interested in writing while covering sports for his school newspaper. When he’s not working, he loves to watch football (his favorite team is the Philadelphia Eagles) and grill.