{"id":69791,"date":"2025-02-04T17:21:54","date_gmt":"2025-02-04T17:21:54","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/what-does-thought-leadership-actually-mean-in-a-world-full-of-thought-leaders\/"},"modified":"2025-03-07T16:56:14","modified_gmt":"2025-03-07T16:56:14","slug":"what-does-thought-leadership-actually-mean-in-a-world-full-of-thought-leaders","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/what-does-thought-leadership-actually-mean-in-a-world-full-of-thought-leaders\/","title":{"rendered":"What does thought leadership actually mean in a world full of thought leaders?"},"content":{"rendered":"

Thought leadership is a lot like those auto-generated playlists on Spotify. At its best it can genuinely show you something you never knew existed and expand your horizons. At its worst it\u2019s just recycling the same four or five classics over and over again.<\/strong><\/p>\n

Thought leadership is everywhere these days. Here at Stratton Craig, we hear the term a lot, and it is interesting just how fluid the definition is. For some of our clients, thought leadership means blog posts attributed to a certain team member. To others, it means industry benchmarking reports backed up by proprietary data.<\/p>\n

So what makes good thought leadership \u2018good\u2019? Here are our key principles to creating great content that sets you apart as experts in your field.<\/p>\n

The reality of thought leadership<\/h2>\n

Before we start trying to figure out what effective thought leadership actually looks like, let\u2019s start with a few unavoidable truths:<\/p>\n

Not everyone can be a thought leader<\/h5>\n

It\u2019s right there in the title. The whole point of being a leader is that it separates you from everyone else. Saying that anyone who can write a blog post is a thought leader is the same as calling yourself a Michelin-star chef after nailing family fajita Friday.<\/p>\n

It is very frustrating to read through an article that promises to give you a real solution to a challenge you face, only to come away with no answers.<\/p><\/blockquote>\n

Most of your customers aren\u2019t looking to you for innovation<\/h5>\n

Innovation is awesome. But it can also be disruptive. Most B2B readers are looking for some insight into how to get the best out of their resources and won\u2019t be willing to invest in totally redesigning their infrastructure or process. They want tried and tested solutions that work.<\/p>\n

Just as not everyone can be a thought leader \u2013 not every business is an innovator. Most aren\u2019t and that is absolutely fine. It would be chaos if every brand was constantly trying to break the mould and redefine established processes. Most of the time, being really good at a certain thing is exactly what your customers need from you.<\/p>\n

Solving actual problems is the goal<\/h5>\n

People are busy and there is a lot of potential web content that they could read at any one time. It is very frustrating to read through an article that promises to give you a real solution to a challenge you face, only to come away with no answers.<\/p>\n

These truths aren\u2019t designed to rain on your parade. In fact, by acknowledging them you can better set expectations and goals for your content strategy.<\/p>\n

The key ingredients of great thought leadership<\/h2>\n

Let\u2019s think about what it means to be an \u2018expert\u2019. It\u2019s someone who has a deep knowledge of a certain topic, combined with lots of practical experience. They are the people that have seen it all and lived to tell the tale. This means they can provide a unique perspective when it comes to problem-solving, mentoring and strategy<\/a>.<\/p>\n

This is the core of what thought leadership aims to be. It\u2019s content that translates expertise and experience into easily digestible nuggets of insight.<\/p>\n

So how do you do it?<\/p>\n

1. Nail down the \u2018why\u2019 straight away<\/h5>\n

Unsurprisingly, we believe that any thought leadership should be tied to a wider content and communications strategy.<\/p>\n

Firstly, it gives you a clear idea of what you are hoping to achieve. Your comms strategy has clear goals, and your thought leadership should too. The more focused the better. For example, if you are launching new products, the thought leadership content should directly drive readers to those product pages. Aiming to build more trust in your brand is fine \u2013 but hard to measure.<\/p>\n

Secondly, having a clear idea of your aims should also highlight who in your business is right to position as a thought leader. Once selected, you may want to put in some work boosting their personal brand on platforms like LinkedIn. Hosting webinars is another good way to get them out there.<\/p>\n

Great thought leadership functions in the same way as asking an experienced colleague to help you with something.<\/p><\/blockquote>\n

2. Focus on the problem your content is solving<\/h5>\n

This is linked to the point above, and there are two sides to this coin: the problem you are solving for your customer and the one you are solving for yourself.<\/p>\n

Readers want insights and examples of how to overcome the challenges they face or ways to prepare for ones they will face in the future. Great thought leadership functions in the same way as asking an experienced colleague to help you with something. It\u2019s not preachy or self-congratulatory. Rather it comes from a place of understanding and wanting to help. You can think about it like this:<\/p>\n

A REAL PROBLEM + EXPERT + INSIGHT = A COMPELLING ANGLE<\/strong><\/p>\n

Thought leadership should never be too sales-y either. As a business you are obviously trying to grow, but the allure of this kind of content is that it transcends that fact to give real advice. So, if you’re looking to sell your new product, focus on how it solves a problem and benefits users rather than its features.<\/p>\n

3. What you get out really depends on what you put in<\/h5>\n

Let\u2019s go out on a limb here and just say it: the best thought leadership is based around original research, trends analysis, surveys, etc. If you\u2019ve got your own data, you are already in a great position. For example, if you create a whitepaper based on research you\u2019ve conducted, you can get different thought leaders in your business to do deep dives on certain topics or issues highlighted by the data.<\/p>\n

4. One and done just won\u2019t cut it<\/h5>\n

Successfully becoming a thought leader takes a lot of work. Regular content creation is one part of it, but you also need to make sure people know who you are. A lot of the time this comes through familiarity. If people see you hosting webinars or popping up on LinkedIn regularly, they will be more willing to listen.<\/p>\n

Again, using thought leadership as part of a comms strategy that leverages other types of content can have lot of benefit here. Take our hypothetical whitepaper. Your thought leadership pieces add detail and further insight rather than just repurposing that content. Alongside infographics, webinars and the report itself, readers are free to deep dive or just skim the surface.<\/p>\n

Thought leadership is about sharing hard-fought experience, lessons learned and helping your peers.<\/p><\/blockquote>\n

Standing out isn\u2019t just shouting louder<\/h2>\n

When thought leadership works it can have a real impact on your business. What ties all the success stories together is using expertise to drive content that solves some need for the reader. It\u2019s about more than having a revelation while drinking your morning coffee. It\u2019s about sharing hard-fought experience, lessons learned and helping your peers.<\/p>\n

If you are still feeling unsure about exactly how to launch an effective thought leadership campaign, we are here to help. Our \u2018Get it Done Guide to Content Effectiveness\u2019<\/a> looks at the key challenges facing content teams and outlines ways to tackle them while maintaining quality and momentum. And it\u2019s free \u2013 so it really would be silly not to take a look.<\/p>\n

\n

Want to chat to one of the team about making the most of your content? Get in touch<\/a> today.<\/p>\n","protected":false},"excerpt":{"rendered":"

Thought leadership is a lot like those auto-generated playlists on Spotify. At its best it can genuinely show you something you never knew existed and expand your horizons. At its worst it\u2019s just recycling the same four or five classics over and over again. Thought leadership is everywhere these days. Here at Stratton Craig, we […]<\/p>\n","protected":false},"author":7,"featured_media":69672,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[411,305,303,316],"tags":[],"class_list":["post-69791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-writing-us","category-content-strategy-us","category-content-writing-us","category-thought-leadership-insights-us"],"acf":[],"yoast_head":"\nWhat does thought leadership actually mean in a world full of thought leaders? - Stratton Craig - Global Copywriting & Content Marketing Agency<\/title>\n<meta name=\"description\" content=\"We hear the term 'thought leadership' a lot these days. 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