Maisie Lloyd
Maisie is the Digital Content Manager at Intelligency, handling all things creative for the agency. Her experience centres around the production of digital content, pertaining to graphic design, writing copy, and video and audio content.
What is thought leadership?
Thought leadership is a term used to describe content that is shaped by personal insight, experience, or innovations, which contributes to the authority the individual has on a topic. This type of content can only be created by those who have experienced, seen or learned the thing it is creating content about.
Types of thought leadership content?
Thought leadership content can be created in many formats, whether that’s written or audio; there are many ways thought leadership can be communicated. Some of which include:
- Podcasts
- Radio
- Video content
- Social media posts
- Blogs
- Books
- Journals
- TV shows
- Documentaries
What are the key differences between content marketing and thought leadership?
Intent
The objective and positioning of content marketing often differ from those of thought leadership content, as traditional content marketing aims to create content that solves a problem. In contrast to thought leadership content, it looks to start the conversation or at least provoke thought for the reader.
Their uses
The intent behind content is what ultimately shapes its type — and how it’s used will differ depending on that intent. Take the topic of self-help, for example:
- Thought Leadership: Imagine a self-help guru sharing a deeply personal story — one shaped by real struggle, reflection, and growth. Their content might explore complex emotions, challenge mainstream thinking, or propose new frameworks for personal development. The goal isn’t to rank on search engines or drive quick clicks — it’s to spark conversation, inspire trust, and position themselves as a unique voice in the space.
- Traditional Content Marketing: On the other hand, a blogger focused on SEO might publish an article titled “10 Proven Self-Help Techniques to Improve Your Life”. This piece is structured, keyword-optimised, and aimed at delivering clear, digestible tips. It’s valuable, but transactional — designed to answer a question or solve a problem quickly, often without diving into personal narrative or controversial viewpoints.
The objective
Content marketing is typically driven by the goals to sell a product or service, whereas thought leadership looks to build trust, reputation and authority of an individual.
Its ability to influence
Thought leadership can change the industry narrative, which the content refers to, especially if the content is received well or has a high impact on that industry. This is where traditional content marketing diverges; it’s less likely to create a change within the industry, it’s just due to the approach which has been taken to discuss a topic.
Strategising thought leadership content for your marketing strategy
Creating thought leadership content is a valuable aspect of a comprehensive marketing strategy, looking to position you or your brand as a voice of authority within an industry.
Creating a mixed marketing strategy that wields both traditional content and thought leadership content is essential for establishing authority and increasing the chances of content being displayed on the SERP.
You can do this by creating content that explores your unique line of expertise in depth, whether that’s discussing any ideas, industry innovations, or exploring opinions and experiences in the sector.
