By Dana Cogan, President, Carabiner Communications  

 
You’ve likely heard the term “thought leadership.” It’s often thrown around in conference rooms and Zoom calls when talking about a company’s business goals and aspirations. But what does thought leadership really mean, and what exactly does it require?
 

Forbes characterizes a thought leader as being “one of the foremost authorities in selected areas of specialization, resulting in its being the go-to individual or organization for said expertise.” Naturally, established thought leaders benefit significantly from such recognition.
 

Among these benefits are enhanced credibility of products and services that can lead to greater sales. For an individual or company spokesperson, it can translate to requests for media interviews and public-speaking opportunities, again generating benefit for the organization.
 
However, thought leadership isn’t a swift achievement, and not every entity aiming for it succeeds. Indeed, successful thought leadership is a special blend of showcasing profound knowledge and maximizing exposure.
 

Prerequisites For Thought Leadership

Here are four essential requirements for individuals and companies seeking to become thought leaders:

1. Expertise: Thought leaders possess extensive insights that add value to their industry. They boast a high level of expertise and a track record of proven successes.

2. Originality: Thought leaders bring fresh perspectives and innovative ideas to the table. They challenge the status quo and present novel solutions to industry challenges.

3. Content: Creating top-notch, informative content is pivotal for thought-leadership exposure. This can be in the form of articles, blog posts, whitepapers, research studies, videos, podcasts, and more. Consistent content dissemination is essential for growing an audience.
 
4. Engagement: Thought leaders actively interact with their audience through social media, conferences, and industry forums to build visibility, familiarity, and trust. They actively seek opportunities for dialog, knowledge-sharing, and collaboration, and are among the first to publicly give their thoughts or perspectives on industry news or rising trends.
 

Navigating The AI Dilemma

 
As of late, many organizations are rushing to AI for more frequent content generation. However, this factory-like approach often falls short in delivering new ideas and fresh perspectives so crucial to thought leadership. Keep in mind that generative AI simply regurgitates existing information.
 
While AI can increase content output, it alone cannot provide the unique expertise, perspectives, and real-life experiences that are required to become a thought leader—that can only come from the thought leader themselves.
 
Use AI to support first drafts, if you must, but take time to carefully integrate expert advice and unique insights so that the audience effectively “leans in” because the content offers something new and potentially helpful they haven’t heard before.
 
Audiences can recognize AI-generated content easier than one might think. Commoditized information is the opposite of thought leadership.
 

Being Thoughtful About Thought Leadership

 
Although thought leadership is frequently listed as an objective in business and marketing plans, it’s much more than a checklist item. It’s something that demands putting forth consistent, authentic effort and can take even month or years to build.
 
As marketers, it’s our job to craft effective thought-leadership strategies as well as supporting content that can enable company leaders to cultivate followers, garner influence, and boost their product’s market visibility over the long run. Start by learning where the company’s true expertise lies, identify those within the organization who are most knowledgeable and also want to lend their voice, and go from there.