Thought Leadership 2.0: A New Approach

Feb 18, 2022

4 min

Peter Evans

The term “thought leadership” has been exploited by self-proclaimed experts and overuse of the phrase has made the market weary of its practice. But before it was a buzzword, thought leadership was the crown jewel of content marketing.

According to the Oxford Dictionary, thought leadership is “intellectual influence and innovative or pioneering thinking.” In practice, thought leaders leverage research and experience-based content to draw in audiences and support their organization’s reputation as an industry authority. This marketing concept has the power to transform product pitches to strategic insights and approaches into best practices, but not everyone found the same success with their programs – and there are a couple of good reasons why.


This Is A Classified Project


While it’s still true that thought leadership boosts customer engagement, some programs simply lack the depth needed to connect with audiences and see meaningful results. Many organizations are quick to jump on the latest marketing trend, but they don’t always have the vision to turn their expertise into a viable solution for their business. In fact, a leading research and consulting firm, Sirius Decisions, has suggested that “the purpose and process of thought leadership are widely misunderstood and misapplied, causing mixed results.”

One of the most significant issues with thought leadership is that the C-Suite and other top-level teams tend to lead programs in a silo from the rest of the organization. It’s not uncommon for executives to outsource their thought leadership activities to special teams and agencies as a series of projects. This approach leads to disconnected outputs that miss the mark when it comes to audience engagement. It not only prevents subject-matter experts from elevating your content, but it also dismisses the wealth of knowledge they have about your audiences.


Experts know who is looking for content, where they’ll go to find it and which topics they’ll follow. So when you exclude them from the process, you’re going to miss out on opportunities to drive market visibility, brand reputation and new customer connections.


Your Experts Are People Too


When you put something on a pedestal, you make it easy for people to see but hard for them to reach – and that’s a problem in the digital world. People want to deal with organizations who provide the information they need on the channels they use, and in a voice they understand. To be successful with thought leadership, it’s vital to understand these needs and take a human approach to your marketing and communications.


Unfortunately, many thought leadership programs take a campaign-oriented approach and can mimic the dated marketing practices that centre around products rather than people. They come off as too formal and use “corporate speak” which makes them far less approachable. Worst of all, they often lack the authenticity audiences are looking for – so why not let your people do the talking?

Your in-house experts make great brand ambassadors for your organization. By expanding your notions of thought leadership, you open the door for many voices to share your message in a manner that’s inclusive, genuine and accessible. This also makes it easier for you to maintain your online presence and insert diversity into your content marketing. Rather than repeating the same ideas over and over, your broader team of experts will be able to capture varying perspectives and insights – supporting your position as a leader in that domain.


Evolving Thought Leadership


While the concept of thought leadership still resonates with audiences, it’s time to make a few changes. Here are just a few reasons to transition dated thought leadership projects into profitable expertise marketing programs:



Excerpt from the Complete Guide to Expertise Marketing


As you can see, expertise marketing takes the best parts of thought leadership and makes it more inclusive, sustainable and agile – and all at a lower cost. On top of this, expertise marketing incorporates human connections as a fundamental component of both the strategy and execution. It surfaces diverse expert perspectives, delivers authenticity and creates two-way conversations between you and your audiences. Most of all, it can easily be adapted as our environments change and new audience needs emerge.


If your thought leadership program lacks results, you’ll likely have to broaden your views on expertise and leadership. Take a closer look at all of your people and the value they bring to your business. This inclusive approach to expertise marketing will not only make it easier to manage thought leadership, but it will also deliver the long-term success you want from your marketing.


Download The Complete Guide to Expertise Marketing

For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional Services, Higher Education InstitutionsHealthcare Institutions or Association & Not-for-Profits.

Connect with:
Peter Evans

Peter Evans

Co-Founder & CEO

Recognized speaker on expertise marketing, technology and innovation

Media TrendsThought LeadershipMarketingTechnologyInnovation

You might also like...

Check out some other posts from ExpertFile

1 min

10th Anniversary of the Supreme Court Legalizing Gay Marriage

The 10th anniversary of the U.S. Supreme Court’s landmark decision in Obergefell v. Hodges marks a decade since same-sex marriage became legal nationwide—a pivotal moment in the advancement of LGBTQ+ rights and civil liberties. This anniversary is newsworthy not only because of the social and legal progress it symbolizes but also due to ongoing conversations around equality, representation, and protection under the law. As the political landscape shifts and new challenges emerge, revisiting the legacy of this decision offers an opportunity to reflect on progress, examine setbacks, and spotlight the voices shaping the next chapter in LGBTQ+ advocacy. Key story angles that may interest a broad audience include: Personal stories from couples and families: Exploring how the decision transformed lives and created new definitions of family, love, and legal recognition. The legal legacy of Obergefell v. Hodges: Analyzing the impact on subsequent LGBTQ+ rights cases and how the precedent continues to be tested in courts. Backlash and resistance: Investigating the rise of anti-LGBTQ+ legislation and rhetoric in the decade following the ruling. Intersectionality within the LGBTQ+ rights movement: Highlighting the experiences of LGBTQ+ people of color, transgender individuals, and rural communities. The global ripple effect: Examining how the U.S. ruling influenced marriage equality movements in other countries. The future of LGBTQ+ rights: Discussing what comes next in the fight for inclusive healthcare, anti-discrimination laws, and gender identity recognition. Connect with our experts about the 10th Anniversary of the Supreme Court Legalizing Gay Marriage: Check out our experts here : www.expertfile.com

1 min

Operation Rising Lion. Our experts are here to help with your coverage as Israel launches strikes on Iran

Israel carried out strikes against Iran on Friday, targeting its nuclear and military sites, after US President Donald Trump warned of a possible "massive conflict" in the region. Israel's operation struck at the "heart of Iran's nuclear enrichment programme", taking aim at the atomic facility in Natanz and nuclear scientists, Prime Minister Benjamin Netanyahu said. The operation against Iran will "continue as many days as it takes," Netanyahu said. June 12 - AFP Connect with our experts about the latest escalation between Israel and Iran: Check out our experts here : www.expertfile.com

2 min

What is Immigration and Customs Enforcement (ICE)?

Immigration and Customs Enforcement (ICE), one of the most controversial federal agencies in the United States, plays a central role in enforcing immigration laws and maintaining national security. Created in the aftermath of 9/11 as part of the Department of Homeland Security (DHS), ICE was established to consolidate and streamline immigration enforcement. Over the past two decades, it has become a lightning rod for political and ethical debate—raising urgent questions about border control, civil liberties, and immigration reform. As the national conversation around immigration intensifies, understanding the origins, structure, and impact of ICE remains critically important. Key story angles include: The Origins of ICE Post-9/11: Tracing the agency’s creation in 2003 under DHS and its intended role in counterterrorism and immigration enforcement. How ICE Operates Today: Breaking down ICE’s structure, including Enforcement and Removal Operations (ERO) and Homeland Security Investigations (HSI). Controversies and Public Backlash: Investigating high-profile incidents, including family separations, detention center conditions, and deportation raids that have sparked widespread protest. The Politics of Immigration Enforcement: Exploring how ICE has become a partisan issue, with calls for its reform, defunding, or abolishment emerging from activists and lawmakers. The Human Impact of ICE Actions: Highlighting stories of immigrants, asylum seekers, and communities affected by ICE policies and practices. Future of Immigration Enforcement: Examining policy proposals for reforming ICE, improving transparency, and addressing legal and ethical concerns in a changing demographic landscape. As immigration remains one of the most urgent and divisive issues in American politics, ICE stands at the heart of the debate—making its history, purpose, and evolving role a vital topic for journalists and the public to understand. Connect with our experts about the origins and role of ICE : Check out our experts here : www.expertfile.com

View all posts