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Identify Your Organization’s Focus and Its Thought Leaders

Identify Your Organization’s Focus and Its Thought Leaders

It’s a good idea to build out a roster of thought leaders. Think about the key experts working in your company. Here are some aspects to look at:

Alignment with your brand and its values. If your thought leaders are not firm believers in what your brand is all about, and are not aligned with your story and your position, then it’s unlikely to work.

Knowledge and expertise in the field. Another thing that can truly move the needle is passion.

Strong opinions, innovative ideas, and concepts. Note that there will always be a risk of making someone unhappy about your beliefs.


21 reads


Thought leadership is about taking expertise, experience, and tools, and sharing actionable insights.



120 reads

Defining Thought Leadership

Defining Thought Leadership

Thought leadership is the delivery of authentic and genuine content that leverages the expertise, insight, and experience of the author, with the goal of sharing that wisdom with others.

Thought leadership - when done right - can be an excellent way to reinforce your brand and enhance your ...


280 reads

Core Steps to Developing a Thought Leadership Strategy

Core Steps to Developing a Thought Leadership Strategy

  • Define your goals and audience
  • Review existing thought leadership in your niche
  • Explore the various communication channels in your industry

Incorporating thought leadership into your wider content strategy can help you to:

  • Establish the...


116 reads

Thought Leadership: From B2B To B2C

Since thought leadership is all about sharing knowledge and unique opinions, there’s no reason why it can’t (and shouldn’t) work in B2C. The rules are the same: make sure you understand your customers, do some research, be genuine and deliver valuable information


30 reads

The Bottom Line

Thought leadership requires authenticity, deep expertise, and ideas that strive to challenge the conventional way that things are done. To communicate all of this effectively, it needs to take the form of high-quality content on topics that are relevant, and that your audience really cares about....


20 reads

Create Your Thought Leadership Content: Researching Your Topics

Create Your Thought Leadership Content: Researching Your Topics

Sources of Ideas for Thought Leadership Content:

  • Your/your thought leaders’ unique experience.
  • A strong opinion embraced in your company that goes against the industry norm.
  • Unique data and statistics you can access due to the nature of your business.


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Review Existing Thought Leadership

Do the research and see what thought leadership already exists in your niche.

Explore the various communication channels in your industry, such as:

  • Online forums and communities
  • News resources (online and offline)
  • Trade publications and journals (online and offlin...


38 reads

The Importance of Engagement

The Importance of Engagement

Thought leadership is about creating a conversation, so ensure that you follow through and engage directly with the communities, leaders, players, and influencers that are discussing your piece. 

In a larger organization, you may have brand or reputation management personnel that can handle...


16 reads

Defining Your Audience

Defining Your Audience

Clearly define who your audience is. These people would be aligned with your buyer persona(...


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A Small Company or a Startup Creating Successful Thought Leadership Content

A Small Company or a Startup Creating Successful Thought Leadership Content

Giant, well-known organizations with extensive resources tend to organically become thought leaders in their sectors. And yet, thought leadership is all about you creating value, building knowledge, and taking a stand. Small businesses and startups with strong ideas and experienced leaders have t...


29 reads

How to Build a Thought Leadership Strategy: Define Your Goals

How to Build a Thought Leadership Strategy: Define Your Goals

Identify what exactly you want to achieve.

To do this, consult your existing marketing goals, and consider how thought leadership can help you achieve each one — if indeed it can.

For example, if your goal is to raise awareness of your brand (and the solutions it’s offering), the...


61 reads

Measure the Results

Measure the Results

As with any tactic, it’s important to measure the performance of your thought leadership marketing. 

Organic traffic is the key benefit of producing thought leadership content (81,4%). Besides, a big proportion of companies also manage to boost social media following/engagement (64,9%), and...


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Producing Thought Leadership Content

Producing Thought Leadership Content

Our study shows that articles remain the most popular thought leadership content format (91,4%), followed by video (44,1%), webinars/events (36,2%), white papers and research (33,2%), ebooks (29,9%), podcasts (21,7%) and data visuzalitions (20,7%).

There are a few things to bear in mind:


27 reads

Distribute and Promote your Content

Distribute and Promote your Content

Strategies and tactics around the distribution and promotion of your thought leadership content — and any valuable content, for that matter — a...


19 reads




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