Thought Leadership vs. Content Marketing

Who would you trust when buying a car?

The silver-tongued second-hand car salesman who dazzles you with warranties and promises of “a reliable ride?” Or the custom-car connoisseur who knows the difference between a Ford Model A and Model T?

One gets you through the door while the other wins your trust.

And there lies the difference between two commonly conflated marketing approaches: thought leadership and content marketing.

Both try to sell you on something, but the approaches couldn’t be any more different — and many business owners make the mistake of thinking they’re the same thing (much to their peril).

So, is one better than the other? We say “nay!” Rather, the best approach is the one that combines the head-turning effects of content marketing and the authority-building power of thought leadership.

If you’re looking for a way to get the best of both worlds, stick around.

No, Thought Leadership Isn’t Just Another Content Marketing Strategy!

There’s a prevailing misconception that content marketing and thought leadership are the same thing. In reality, though, you’ll find that thought leadership takes things a step further.

What Content Marketing Does

Content marketing is all about making whatever you’re selling (or your business) visible. Think things like Yelp and Google ads, SEO, and PPC campaigns.

These strategies can turn heads and entice clicks, but if you’ve been in the marketing game for a while, you’re likely aware that these aren’t enough.

You need to be seen as the go-to brand for your customers. This is where you up the ante with thought leadership.

Thought Leadership: Doing Something With Your Audience’s Attention

Unlike content marketing, thought leadership takes things a step further with thought-provoking content. Right off the bat, you can break new ground and win hearts and minds with content and ideas nobody has ever heard of.

When it comes to content that shows off your authority and expertise, your choices will ebb and flow between articles on places like LinkedIn, interviews with industry experts, keynotes, and your occasional press releases.

The Thought Leadership Content Formula

So, what does thought-provoking content look like? When you think of it like a stew, you’ll find the following ingredients baked in.

A Strong Point of View (Because Restating Content Is So 2024).

The key word here is “leadership.” So when it comes to your content, you should make sure that you’re the first in your space to champion it.

Now we understand that “going where no one has gone before” isn’t always doable, but an easy way to stand out is to zero-in on a problem everyone glosses over and discover a solution.

Do this, and your thought leadership content will be a sure hit.

Depth and Originality

Again, your goal is to “lead” with your ideas. On that note, your ideas must have data, expert insights, and case studies (if you’ve got them) behind them. These add that all-important depth and “gravitas” you’re going for.

Actionable Takeaways

We’ll say it:

People love being told what to do. And that’s why thought leadership content needs to nudge readers in the right direction.

To get readers to act on your CTAs, don’t be afraid to say something bold. After all, you want to be seen as a pioneer in your space.

For example, instead of saying something like “The Future of AI in Marketing,” ruffle up some feathers and address the elephant in the room with “AI Won’t Replace Marketers — But It’ll Expose the Bad Ones.”

The second hits two birds with one stone. Not only does it get your reader’s attention but it gets them to “click” and “stay glued.”

Content Formats That Drive Thought Leadership

So, we now know what your thought-provoking content should involve. But what formats are ideal?

There are numerous ways to package your thought leadership content. Whichever one you choose, think “long-form.”

Right away, you’re looking at:

• Blog posts
• Podcasts
• eBooks
• Case studies (either as articles or LinkedIn posts)
• White papers (if you’re feeling all professor-y)

How To Blend Thought Leadership With Content Marketing for Maximum Impact

If you’ve made it this far, you’re likely wondering how to combine content marketing and thought leadership for a killer campaign.

All you need to do is come up with a bold concept. And by bold, we mean something that makes your readers go “hmmm.”

Once you’ve done that, make the idea the center of your content marketing.

The Killer Combo in Action

Suppose you wanted to position yourself as a LinkedIn thought leader in the food space. Start with a bold statement like “Freshness Is Overrated.”

From here, you can develop numerous types of content (like blogs, LinkedIn posts, social media content, and podcasts) that touts the benefits of all-natural ingredients (which may not keep food fresh but won’t lead to cancer down the road).

The Case of Burger King’s “Moldy Whopper”

This is exactly the approach Burger King took with their “Moldy Whopper” campaign back in 2020. The campaign turned many heads and even elicited some flak from competitors.

In the end, though, Burger King was on everyone’s lips as conversions and sales shot up by as much as 23%. Now that’s how you set yourself apart in your space!

Common Mistakes That Kill Thought Leadership Content Marketing

To get the results you’re after, steer clear of these common mistakes:

• Focusing Too Much on SEO: Remember: SEO gets your audience’s attention. It’s up to you to create thought leadership content to sustain it.
• Playing It Safe: Nobody distinguished themselves by saying what everyone else is saying. Be bold and don’t be afraid to say what needs to be said.
• Overpromoting Your Business: The goal is to be a trusted resource in your niche. The conversions will come over time but only if you’re the go-to brand in your niche.
• Inconsistent Messaging: It takes more than one “perfect post” to go viral. You’ll need to post content regularly and in a way that reflects your brand.

Thought Leadership That Lasts: The Long-Term Strategy

At the end of the day, thought leadership comes down to your ability to maintain an ongoing presence. Whether it’s through a series of LinkedIn thought leadership posts or a comprehensive deep-dive, your success is reliant on how long you can keep going.

All it takes is some patience and one unconventional idea. With both, you’ll capture your audience’s attention and keep them hooked on your business’s journey.

And if you need a team who can do all this for you, we’re just a consultation call away. Reach out today for a chat and let’s transform your brand into the one that’s on everyone’s minds and lips!