Thought leadership strategy is a common component of content marketing — and for good reason. It’s true that thought leaders tend to be the most successful professionals in their fields, and thus exert the most influence over potential followers. The problem is that the term “thought leader” is often thrown around without any foundational evidence of what it truly takes to deserve the moniker.
By the abundance of anecdotal evidence, it would appear that a large volume of content is one criterion that justifies the definition. Another seems to be sharing a unique insight at one particular moment in time — sort of the “one hit wonder” of thinking — rather than long-term sustainability of original ideas. Continue Reading