More than just content…
Thought leadership and content marketing are related. But they’re not the same thing.
It’s entirely possible to publish content and make it available to your audience without once sharing innovative thoughts or ideas. Thought leadership is about contributing new ideas, stepping out of the comfort zone and putting your stake in the ground.
Sometimes you need to create content that doesn’t fit that description. Sometimes you may need to reinforce or explain an existing concept or idea. That’s okay. Not every word you write or speak needs to break new ground. It would be exhausting if it did.
Just make sure that whatever content you use to market your business, you’re telling a compelling story, or moving the conversation forward, or contributing to the zetigeist in some way. Otherwise, thought leader or not, why would you audience be interested?