The problem with thought leadership is that the term ‘Thought Leadership’ is overused, abused, and can harm your business. Let me explain…
In many cases people refer to it as ‘thought leadership content’, which in essence refers to the act of publishing material that tries to position you or your company as a thought leader.
I think that is a very limiting view, and incomplete as a thought leadership content strategy.
Lately I have been increasingly “fed-up” with the vast amount of ebooks and webinars thrown at me, with great sticky titles, and sometimes even great authors or speakers, but with low or mediocre quality in the end.
I think it is the fault of inbound marketing. No, let me rephrase that: It is the fault of everyone jumping on the inbound marketing band-wagon, and executing poorly. Hey, there’s nothing wrong with inbound marketing. It can work really well, but only if you understand- and execute it properly.