RIP thought leadership?

A few months back I saw an article pondering the death of “thought leadership”—an oft-misused term that implies anybody with something to say can be a heralded “expert,” content marketer or even an influencer.

It concluded that the “old way” we used to do thought leadership was gone and buried. And a new paradigm had emerged—rising from the fiery marketplace of ideas like a trending hashtag.

Really?

In my (old-school) book, I’d say none of that was true thought leadership in the first place.

To quote the article’s author, thought leadership certainly isn’t “just any piece of content that offers value,” and it isn’t “a sleazy sales pitch.”

That’s all very true. But it’s only half the story.

Thought leadership always has been about more than sharing ideas because it involves strategically positioning trusted experts who offer unique, valued and influential insights that other people want to see, hear or read.

It starts with:

• developing a platform of competitive advantage and distinct perspective;

• isolating key recurrent themes; and

• weaving in succinct supporting messages and storytelling that resonate with your target audience to meet defined objectives.

In short, it’s more science than the infrequent blog post (accountability note to self here) or social media story. (Not that there’s anything wrong with my beloved Insta!)

And, like everything else in communications and marketing, it’s also an art.

Thought leadership is a key tool to building your brand and connecting with new audiences in ways that are authentic and tailored to showcase your greatest strengths—while addressing an issue, area of concern or otherwise burning question in contemporary dialogue.

And here’s the kicker: not everyone can—or should—be a thought leader.

It takes intention, commitment, and most of all, a unique stance that adds value and wisdom in a crowded content marketplace.

Couple that with a solid editorial strategy and cohesive messaging across multiple platforms, and you’re one step closer to emerging “stronger, smarter and more powerful” than before—just like a phoenix.