The term “thought leadership” has been used so much that it seems to have lost its meaning. Everybody wants to “do thought leadership,” but no one knows exactly how. And with GenAI, there is a lot of content being published that claims to be thought leadership.
The goal of thought leadership should be to educate, inspire, or influence people while also shaping and guiding the way forward for your industry. This requires a well-thought-out strategy.
A 2024 study by Edelman and LinkedIn found that 75% of decision makers and C-Suite executives were led to research a product or service they had not previously considered after reading a thought leadership piece. Thought leadership, when done right, can be a key differentiating factor for your organisation.
The biggest mistake individuals or organisations make is thinking that thought leadership is a “type” of content, much like how e-books, blogs, or whitepapers are types of content.
Thought leadership is an “approach” to content. This approach starts by answering questions such as - How would I like my audience, competitors, and industry to view me? What do I (or my organisation) want to be known for? What experiences do I have that I can share with the world? How can I be seen as a leading authority in my niche?
Thought leadership is about building a relationship with your audience by sharing authentic content as a subject matter expert. The focus of thought leadership is no more on conventional marketing techniques; instead, it draws upon experiences, personal stories, unique perspectives, and deep knowledge when creating content.
In this article, we will look at some of the key elements that make up effective thought leadership content. These elements are applicable to both individuals and small businesses.
If you are wondering where to begin your thought leadership journey, look to the past to help identify your niche or expertise. Over the years, you would have accumulated a lot of knowledge and experience. You would have seen how your audience and customers have evolved. How different trends rose and fell. You would have had many personal ups and downs, and you would have solved many complex problems. These experiences will help you see things that no one else in the industry is seeing, and those insights make great thought leadership content.
Being in the industry and knowing your customers for a long time puts you in a unique position where you can address the challenges your industry is facing, and not just your organisation. Read industry reports, trade publications, news resources, and research reports to keep yourself updated on the latest in your industry and niche. Use your voice to discuss real problems and provide possible solutions to those challenges.
With so much data and research available, generating good thought leadership content becomes easy. Whether the data is something you collected or from other sources, they can be mined to generate insights. This data could pertain to the industry, organisation, customers, or competitors. Read through the data or research and carry out your own analysis to arrive at possible trends. If you believe this would take too much of your time, you can lean on your marketing/content team or third parties to assist you.
Everybody loves a good story. It is the oldest art form, yet many people struggle with it. The human brain is hardwired to listen and respond to stories. Studies have shown that after a presentation or speech, over time, people forget the facts but remember the stories. Telling a story about your journey, what brought you to where you are, your failures and lessons learned, challenges faced, etc., can grow your followership because people resonate with the story. Stories build emotional connections, which in turn build trust and credibility.
It is easy to read and repeat ideas that you have read. But thought leadership is about your unique take on the topic and your fresh ideas. This establishes your signature style, thus ensuring that you do not sound like everybody else. Even if you agree with someone else’s point of view, make sure you add your thoughts on top of it. If you have a counter-narrative viewpoint that goes against the opinion held by the majority, do not be afraid to share it. Back it up with experience and facts, and be confident that there will be people who will resonate with your thinking.
One of the core purposes of thought leadership is to provide real value without asking for anything in return. Inspirational and actionable content that will drive change is what people want. Also, remember that you are the expert, and your customers or audience are learning from you. This means you must articulate your thoughts and opinions in a clear and understandable manner using simple words. Make sure your opinions and thoughts are realistic and actionable. Otherwise, it becomes another voice in the crowd.
Thought leadership requires commitment and consistency. Publishing a well-researched whitepaper once a year and a couple of posts occasionally on LinkedIn won’t make an impact. Whether it’s weekly, bi-weekly, or monthly, you must stick to a regular schedule to keep your audience engaged. Also, stay relevant by keeping yourself updated on current industry trends and emerging challenges. Your audience should see you as someone who always has their finger on the pulse.
AI can help speed up research, generate ideas, brainstorm, and organise content, but it cannot replace real thought leadership. With AI content flooding all platforms, authenticity has transitioned from a ‘nice to have’ to a ‘must have.’
Thought leadership is built on personal experiences, unique insights, and a deep personal understanding of the industry—things that AI lacks. If you use AI, don’t let it dictate your voice. Instead, use it as a starting point and refine the content with your own expertise. Add real stories, challenge existing narratives, and bring in your perspective.
The goal is to enhance your thinking, not replace it. AI can assist, but the authenticity and credibility must come from you.
Thought leadership content can be a powerful tool for brands and individuals to position themselves as subject matter experts or authoritative figures in their niches. The best types of content are those which not only highlight the problems that people face but proactively provide suggestions on how to resolve them.
Whether you’re drawing from personal experience, analysing industry trends, or presenting a fresh take on a familiar topic, the key is to be original, consistent, and intentional. Thought leadership is built over time, so patience is key. Over time, your voice will become one that people turn to, trust, and follow.