Thought leadership – it is not content marketing

Back

Thought leadership (TL) is emerging as an important content strand in the communications mix, but it may be undermined by a misconception about its purpose and form. Unlike content marketing, TL is not about promoting goods and services or corporate brands. In essence, it requires businesses to give away some of their IP, express an opinion or analyse a problem with the aim of building trust and loyalty with purchasing audience – subliminal marketing, if you will. There is ample evidence that the approach is effective. It is now widely considered as a top-of-the-sales-funnel activity. But it will not work if there is any hint of self-promotion in the content. For business leaders accustomed to sale-driven messages, there may be resistance to the concept or bewilderment at the very idea of it. But marketers must try to persuade the sceptics of its value and avoid dressing up content marketing as TL, as often happens. That only undermines both.