Thought Leadership

Thought Leadership

What is it?

Thought leadership is when someone who commands authority in a field owing to their knowledge and expertise shares their opinions. Their views, ideas, and opinions are sought after by many and people trust their advice and take them seriously

Source: edelmanhttp://www.edelman.com

Thought leadership is a powerful tool when it comes to business. It effectively supports the overall mission and defines authority in their space, which is significant for both consumer and B2B business.

It aids in shortening the sales cycle and lend credibility to the product brand. Research shows B2B players and decision-makers, nowadays are more focused on thought leadership, because of its unique insights and actionable strategies that aid in organically growing the business and customer base.

They have a strong belief that thought leadership builds trust in their organization and ranked it as the most influential factor in this digital environment. Authentic thought leadership remains a driving force in successful companies across almost every industry.

Thought leadership as a marketing strategy for companies:

This is a strong marketing method, which solidifies one as an expert and defines authority in the industry, providing us an excellent opportunity to market our brand in this digital era. The goal of thought leadership marketing is to create sound content that focuses on the entry point of branding the business.

Thought leadership is the lifeblood of any sound content marketing strategy.  It is a specific strategy within the broader concept of content marketing. It is important to know our customers before we start strategizing, design and create content. The content must be well designed, addressing actual customer pain points and showing our expertise in the industry with our unique problem-solving solutions. 

Source: Edelman


Marketing approaches must be customer-centric and about sharing insight and ideas, focused on market and industry problem-solving. It has the power that draws people into the conversation in a way that other marketing approaches can’t.

It is basically about supporting the buying process by educating and informing, guiding decision-making and offering value to the customers which is a perfect approach for companies to achieve its marketing goals. This type of marketing content should provoke reflection and discussion or move someone to action.

Thought leadership can reveal the underlying personalities of the individuals behind a brand or of the brand itself. Having something profound to communicate and producing it well in any format can create resonance with an audience, but when it is done poorly, it creates greater risk as research shows most decision-makers feel some of the thought leadership, they come across doesn’t provide valuable insights which make them lose interest due to lack of innovation and creativity. 

Some of the important points to take into consideration when using thought leadership are: 

  • Focus on creating original ideas,  addressing the actual customer pains that change buyer perceptions of value
  • Making sure that our content is designed in a way to give maximum information to the client. 
  • Documenting our strategies and making sure our thought leadership content is actionable, targetable, useful, trackable and reusable across many channels and devices.
  • Social media is your friend in marketing your brand.
  • There are no second first impressions.
  • Not being afraid of following other strategies that work. 
  • Ready to share your insights and welcoming guest’s conversation.
  • Taking into consideration all customer concerns and answering the questions.
  • Evolving with the changing marketing trends.
  • Supporting social causes.

Sharing of opinions through thought leadership will attract customers, but it is necessary to keep in mind that they are also humans who have their own thoughts, experiences, and opinions to contend with. A thought leader must be someone, people get inspired from and make changes in society.  It’s a valuable contribution that is poised by the leaders to make a difference in the lives of people.