Do’s and Don’ts of Thought Leadership Marketing

by Owen Martel, Social Media Coordinator

Thanks to the availability of information on the internet, the general public has become more aware of businesses and how they operate. This makes your audience skeptical if you don’t provide data-driven backup for your content. So how do you build trust with your audience? Thought Leadership Marketing.

Thought Leadership Marketing is the method of presenting your company’s point of view on a particular issue, something you shouldn’t shy away from doing. If done properly, it can be an excellent method to relate to your target market; building trust and improving brand perception.

Here are some Do’s and Don’ts of thought leadership that can help improve your Thought Leadership Marketing strategy:

  1. Do Show, Don’t Tell

As a thought leader, your audience is always looking for your expert opinion. Therefore, don’t simply talk about your expertise, demonstrate it. For example, should you be talking about Word of Mouth Advertising (WOM), don’t just tell people what it is and how it works. Instead, discuss the challenges that WOM advertising can place on an advertising campaign. People are interested in your knowledge, so teach them something they would struggle to find anywhere else. Do show, don’t tell.

  1. Do Provide, Don’t Promote

Thanks to the increasing ways scammers attempt to cheat people out of their money (phishing, spam, identity theft, fraud), the general public has become very skeptical of online advertising. Therefore, concentrate on being a genuine resource for your potential audience. Your social media posts, blog posts, and emails should include useful, relevant information for anyone in your field. The information provided should encourage your audience to visit your website and subscribe to your content. Do provide, don’t promote.

  1. Do Dig Deep, Don’t Widen it up

Thought leaders are a resource people use to gain information they’d have trouble finding elsewhere. Your audience wants to hear your expertise on any particular niche, no matter how small. Much like the old-school saying, “quality, not quantity”, it’s best to have one very narrow, data-driven article than have ten that are broad and vague. Stand out from the crowd. Do dig deep, don’t widen it up.

  1. Do Analyze, Don’t Assume

Being a thought leader is challenging, especially when you have your audience looking at you for your expertise. Always be sure that you’re answering all of the specific questions your audience may have. Take note of what they’re asking online and provide answers. Don’t be afraid to interview members of your audience to demonstrate that you value them and want to explore their interests. Become a part of the conversation and get involved with your audience. Do analyze, don’t assume.

When implemented properly, thought-leadership marketing will not only build trust between your audience and your company/brand but establish your company as a credible resource for information. Ultimately, gaining trust results in gaining business, so leverage your expertise and implement your thought leadership strategy.


photo: Riccardo Annandale via

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