Becoming a Thought Leader in Your Industry

Social media platforms are awfully crowded these days, whether it’s Instagram, LinkedIn, or TikTok. Part of the problem is that people feel the need to post something, anything, to stay relevant so they don’t get left behind. This constant pressure to create content has led to a sea of superficial posts, recycled ideas, and hollow insights.

This is a particularly challenging issue for professionals and companies trying to make a name for themselves in their industry. The fear of being forgotten or overlooked can drive even experienced professionals to contribute to the noise rather than the conversation. But here’s the first and most fundamental lesson of thought leadership:

If you don’t have anything worth saying, don’t say it.

True thought leadership isn’t about maintaining a constant presence or jumping on every trending topic. Instead, it’s about sharing genuine insights that come from deep experience, careful analysis, and a real understanding of your industry’s challenges. When you speak from this place of authentic expertise, something remarkable happens: people truly listen.

According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report, 9 in 10 C-Suite decision-makers say that they’re more likely to be receptive to sales and marketing outreach from companies that consistently produce high-quality thought leadership. 

But how does one become a thought leader? This comprehensive guide will unravel the steps to becoming a thought leader in the content marketing industry. So, whether you are starting from scratch or looking to elevate your existing profile, this guide will be your roadmap to thought leadership.

What is a Thought leader? Understanding the Value Behind the Buzzword

A thought leader is an individual or organization that is recognized as an authority in a specific field. Their expertise and unique insights are sought after and often influential. They are known for their innovative ideas, forward-thinking approach, and their ability to inspire others.

Thought leaders are characterized by their deep understanding of their industry, their audience, and the future direction of their field. They’re not just knowledgeable; they use their knowledge to disrupt the status quo and drive change. They often challenge existing norms and provoke new ways of thinking, which can help to shape industry trends.

Bring new perspectives to old topics.

This is the heart of great thought leadership. The moment you can shake up an industry by challenging old topics and beliefs — you will start to find more people viewing you as a thought leader.

Great marketing teams know this.

— Ross Simmonds (@TheCoolestCool) March 20, 2022

Whether it’s through speaking engagements, a blog series, or native posts on LinkedIn, thought leaders share their insights using the 4 Es of content — educate, entertain, empower, and engage — to influence their audience. By doing so, they establish trust and strengthen their reputation, which can lead to increased business opportunities.

People often ask whether there’s a special set of skills required to be a thought leader. While being an inspiring speaker, an effective communicator, and committed to continuous learning are all helpful qualities, there’s one main prerequisite for thought leadership that everything else is built on: industry expertise.  

When you have enough experience in a specific domain, you begin to see your job in a new light. 

You know what works.
You know what doesn’t work.
You know the top issues impacting your peers. 

A prime example of successful thought leadership in action comes from 6Sense, a leader in account-based marketing (ABM). The company demonstrates how thought leadership can effectively combine innovative concepts, practical expertise, and multi-channel distribution to build industry authority. This resonates deeply with their target audience of revenue teams struggling to understand modern buyer behavior.

What makes 6Sense’s thought leadership particularly effective is how it leverages the diverse expertise of its leadership team:

• Chief Marketing Officer Latané Conant authored “No Forms. No Spam. No Cold Calls,” a pioneering book published by Wiley that outlines a new ABM paradigm, demonstrating how thought leaders can shape industry conversations through comprehensive, solution-oriented content.
• Head of Research Kerry Cunningham brings 25 years of B2B experience to create educational content like the “Deep Dive Into the Dark Funnel” eBook, focusing purely on industry education rather than product promotion — a hallmark of genuine thought leadership.
• Senior Director of Strategic Marketing Eric Wittlake helps drive the company’s resource hub, ensuring thought leadership content reaches the right audience through strategic distribution across multiple channels.

This multi-faceted approach shows how thought leadership can establish credibility, drive industry conversations, and provide genuine value to both prospects and existing customers while building a strong brand presence.

Importance of Becoming a Thought Leader in Your Industry

We’ve already seen that becoming an industry thought leader is a major boost to the sales and marketing functions of an organization. 

But that’s just the beginning. Here are some other reasons why thought leadership is so beneficial:

Build Credibility and Trust

Thought leaders are seen as trustworthy, reliable sources of information. They’ve earned respect through their expertise and insightful perspectives. This credibility can significantly improve your reputation within your industry and beyond.

For instance, when the EdTech platform Guild decided to rebrand and expand their product offering, they created a thought leadership publication called Compass to establish themselves as an authority in new niches. 

Increase Visibility and Influence

Once you have built up an audience and established yourself as a thought leader, your ideas are heard and sought after. Your influence extends to decision-makers, potential customers, and peers in your industry. This increased visibility can open up new opportunities for collaboration, partnerships, and business growth.

Founder and editor Amber Rhodes is a great example of how high-quality thought leadership content drives audience and opportunity growth.  

Drive Innovation

The most impactful thought leaders live at the forefront of industry trends. Whether they exist to challenge the status quo or document macro-level changes, these individuals help drive progress within and across industries by prompting new ways of thinking.

A great example of this is Ethan Mollick, an Associate Professor at The Wharton School who has become a leading voice on the impact of generative AI across different domains of knowledge work. 

Fuels Business Growth

Remember that Thought leadership can directly drive revenue. In fact, here at Foundation, a lot of the companies we work with reference the work we do at Labs or the speaking engagements that Ross attends as the reason for reaching out. 

But don’t just take our word for it: The same Edelman-LinkedIn report we looked at earlier also finds that 54% of B2B buyers have looked into an organization’s offerings based on the thought leadership content it produced.

In other words, thought leadership is actually a key part of filling your pipeline.

Attracts Top Talent

Being recognized as a thought leader makes your organization more appealing to businesses, sure. But it’s also great for attracting top talent. Professionals are drawn to companies seen as innovative and influential.

In essence, becoming a thought leader can significantly enhance your personal and organizational success, making it a worthwhile endeavor for any professional.

So, now let’s get to the heart of the matter: How does one actually become a thought leader in their industry?

How Do You Become A Thought Leader In Your Industry (And Beyond)?

The recipe for becoming a thought leader is similar to that of any content marketing strategy: identify your niche, build your personal brand, regularly produce high-quality content, distribute it as often as possible, and engage with your audience.

Let’s break down this process into 8 steps.  

Step 1: Understanding Thought Leadership in the Context of Content Marketing

Thought leadership is a strategic investment in your content marketing portfolio, much like how investors allocate assets across different investment vehicles. According to our content asset allocation models, thought leadership typically represents 10-20% of a brand’s total content mix, with its proportion increasing as organizations move from conservative to high-growth strategies.

In conservative content strategies, thought leadership plays a minimal role as organizations focus on validated SEO efforts and sales enablement. However, as brands move toward moderate growth and high-growth strategies, thought leadership becomes increasingly crucial, making up to 20% of their content portfolio. This higher allocation reflects the potential for exponential returns, despite the challenges of consistent execution.

Just as investors balance their portfolios based on risk tolerance and growth objectives, organizations must consider how thought leadership fits into their overall content strategy. While SEO-driven content provides predictable returns, thought leadership content offers the potential for breakthrough growth by establishing industry authority and driving market conversations.

The key is understanding that thought leadership isn’t just about sharing expertise – it’s a strategic investment that should align with your personal or organizational growth objectives and risk tolerance. 

When executed well, it can differentiate your brand, influence industry direction, and create opportunities for exponential growth, particularly when integrated with other content types like validated SEO content and sales enablement materials.

Step 2: Cultivating a Thought Leadership Mindset

Being a thought leader seems simple on the surface, but it gets more difficult when you consider how to show thought leadership at work. You need to understand the mindset that drives successful industry leaders. 

While expertise is crucial, genuine thought leadership extends beyond knowledge – it’s about your approach to responsibilities, your ability to connect with others, and your skill in navigating an evolving industry landscape.

Let’s explore the fundamental elements that shape an effective thought leadership mindset:

• Authenticity — builds trust by expressing genuine experiences and values while developing a unique voice that resonates with your audience and distinguishes you in your field.
• Continuous learning — ensures thought leadership success through engagement with trends, skill development, and market analysis, maintaining your relevance and credibility.
• Innovation and dedication — combine strategic risk-taking with creative problem-solving, giving you the persistence to transform compelling ideas into real-world results.
• Challenge the status quo — demonstrates leadership through the confidence to identify improvements and implement changes that move your industry forward.
• Practice patience — builds lasting thought leadership through consistent, quality contributions and relationship building, allowing your credibility to grow naturally over time.

Consider these as your guidelines for growth, not hard and fast rules. Not everything you say will be innovative or “challenge the status quo,” but you should keep this framework in mind as you grow more comfortable as a thought leader. 

The last point is particularly important: like any brand-building exercise, becoming an authority in your industry is a marathon, not a sprint.  

Step 3: Building Your Personal Brand

Suppose you’re at a bustling conference, surrounded by industry professionals. In the crowd, one person stands out. They’re not the loudest or the most flamboyant, but there’s just something about them. Their ideas resonate, passion is infectious, and authenticity is undeniable. That’s the power of a strong personal brand.

A personal brand is more than a fancy title or an impressive resume. It’s the unique combination of your skills, experiences, and personality that you bring to the table. It’s what sets you apart in a sea of professionals. And for thought leaders, a strong personal brand is not just important; it’s essential.

When you’re a thought leader, your personal brand is your calling card.

It’s what makes people sit up and take notice.
It’s what makes your insights stand out in a crowded field.
It’s what builds trust with your audience and turns them into loyal followers.
How to Form Your Personal Brand?

But how do you build a strong personal brand? Here are some steps to get you started:

1. Identify Your Unique Value Proposition
2. Define Your Audience
3. Leverage Social Media and Other Platforms

Another great tip for building your brand is to start creating video content. As Ross mentions below, people and platforms love visual content and are even willing to pay for it (as long as it’s high quality)!

Remember, building a personal brand doesn’t happen overnight. It requires consistency, authenticity, and patience. But the payoff — increased visibility, influence, and opportunities — is well worth the effort.

Step 4: Generating Influential Ideas

Coming up with fresh, impactful ideas that resonate with your audience isn’t always easy. In fact, many thought leaders hit a wall when their initial wave of content ideas runs dry. But here’s the thing – generating influential ideas doesn’t have to feel like pulling teeth. You just need the right approach to keep your content well flowing.

Here’s the blueprint for developing ideas that actually matter:

• Audience Research taps into platforms like Quora and AnswerThePublic to uncover what your audience is actively asking about, helping you create content that directly addresses their most pressing needs.
• Competitive Analysis examines what’s working in your industry by using tools like BuzzSumo to identify top-performing content, then finding ways to add unique value and fresh perspectives.
• Data-Driven Insights leverages your analytics to identify which topics resonate most with your audience, allowing you to create “remixed” versions that build on proven success.
• Strategic Content Mining explores industry conversations across multiple platforms to spot emerging trends and questions that haven’t been fully addressed, giving you opportunities to fill important knowledge gaps.

Remember: The best thought leadership content doesn’t come from guesswork — it comes from understanding what your audience actually wants to know, and then finding fresh ways to deliver those answers. When you combine solid research with your unique expertise, that’s when the magic happens.

Let’s put these principles into action and start generating content that not only catches attention but truly serves your audience’s needs.

Step 5: Creating High-Quality Content

It goes without saying that if you want to establish yourself as a thought leader in your field, you need to create high-quality content that people will want to read, watch, and share. And you need to do it consistently. 

Content is the medium through which you establish thought leadership by sharing your expertise and insights with a wider audience. While there are many different types of content you can invest in, the strategy for creating it follows the same trajectory:

• It speaks to your audience’s needs. What are your audience’s pain points? What are they looking for in content? Once you understand your audience’s needs, you can tailor your content to meet those needs.
• It tells a compelling story. People love stories — and yes, that includes ones about work. For the vast majority of people, their profession makes up a significant portion of their lives, and they want to hear from others who share their experience. 
• It shows up on a consistent basis. If you want people to keep returning your content, you need to regularly publish content. Think of it as mini-chapters that contribute to your overall journey as a thought leader — if the gap between them is too long or short, people lose interest. 

There are several different types of content that you can use to establish thought leadership. Diversify your asset types to give people a range of options to choose from: 

The opportunities to share valuable thought leadership content are endless. And remember: it doesn’t just have to be an individual brand; companies can establish themselves as thought leaders too. For example, BambooHR created an in-depth glossary subfolder to establish themselves as the definitive HR dictionary. 

Step 6: Engaging with Your Audience

It’s difficult to be an effective thought leader if people aren’t thinking about your content — you need to foster an audience that will be receptive to your ideas. That’s why community-based marketing and thought leadership go hand-in-hand. 

Building a community around your brand is a powerful strategy that offers numerous benefits. It’s about creating an environment where customers feel valued, heard, and connected to your brand and each other.

Here are some key reasons why building a community is crucial for your brand as a thought leader:

• Increases Brand Awareness: When community members share their positive experiences, they advocate for your brand, spreading the word and attracting new customers.
• Fosters Brand Loyalty: When your audience feels connected to you and other community members, they’re more likely to stay loyal to your brand and less likely to switch to competitors.
• Provides Valuable Feedback: Feedback from your audience offers valuable insights to improve your products or services and enhance customer satisfaction.
• Boosts Audience Retention: When you speak directly to and engage with your following, you kickstart a positive feedback loop of involvement that cements your status as a thought leader.
• Enhances Brand Image: Active communities show that your brand values customer relationships and is committed to providing value beyond the product or service itself.

If you’re struggling to develop thought leadership content that your audience wants to read, check out these tips for driving audience engagement on social media.  

Step 7: Networking and Collaboration

No thought leader is an island. The journey to thought leadership often involves networking with other professionals, influencers, and leaders in your industry.

Networking can expand your reach, open up new opportunities, and deepen your understanding of your field. It can also lead to fruitful collaborations that amplify your influence and impact.

Here’s how to network effectively:

• Strategic Event Participation maximizes your industry presence through targeted attendance at conferences and workshops, where you can share insights and connect with key players.
• Digital Platform Engagement builds your online presence through meaningful interactions across social media, establishing your voice while connecting with other industry leaders.
• Community Building creates lasting professional relationships through active participation in industry forums and groups, fostering a network that supports mutual growth.
• Strategic Partnerships enhance your impact through carefully chosen collaborations that combine complementary strengths and expand your reach to new audiences.
• Relationship Nurturing sustains long-term professional connections through consistent engagement and mutual value creation, turning contacts into authentic partnerships.

Remember: building a powerful network isn’t about collecting business cards — it’s about fostering relationships that help everyone involved reach new heights. When you connect with purpose, amazing things happen.

And if you’re on the more shy side, as many leaders are, check out this episode of Create Like the Greats, where Ross discusses Networking for Introverts: 

Step 8: Measuring Your Impact

Let’s tackle a question that’s probably on your mind: How do you know if your thought leadership is actually making waves in your industry? While your gut might tell you when you’re onto something good, having concrete ways to measure your impact helps you understand what’s working and where you might need to pivot.

Think of measuring your influence like a compass — it helps you navigate whether your ideas are resonating and your strategies are hitting the mark. You can use both qualitative and quantitative metrics to track the impact of your thought leadership activities, such as:

• Number of followers likes, and shares on social media
• Level of engagement with content you produce
• Number of views or downloads for content
• Number of mentions or links to your content
• Surveys, polls, and reviews from followers

These metrics will give you a picture of your immediate impact, but remember — true thought leadership isn’t just about the numbers.

Here’s what really matters: Are you creating more leaders through your influence? The most meaningful measure of your thought leadership isn’t found in metrics alone — it’s in the success of those you empower, mentor, and inspire to lead. When the people around you grow into powerful leaders themselves, that’s when you know your thought leadership is making a lasting difference.

After all, your greatest achievement isn’t in the medals you earn or the metrics you track — it’s in the leaders you help create and the ripple effect they generate across your industry. Focus on building others up, and the numbers will follow naturally.

Your Path to Thought Leadership Starts Now

The journey to becoming a thought leader isn’t about overnight success or chasing social media metrics – it’s about consistently delivering value that creates ripples of impact across your industry. (Although bringing in some new leads doesn’t hurt either.) 

By focusing on authenticity, continuous learning, and genuine audience engagement, you can build a legacy that extends far beyond your immediate reach. It seems daunting at first, but it’s a long-term investment that opens so many doors for you and your brand. 

So, the question isn’t whether you can become a thought leader — it’s what impact you will choose to make starting today.