Jemicah Marasigan
Content Marketing Manager
These days, it feels like everyone’s shouting for attention online. So, how do you get people to actually listen to what your business has to say? The answer: thought leadership.
No matter what industry you’re in, being a thought leader makes your brand one of the voices people want to hear, not just another company trying to sell them something.
Whether you’re a consultant, a marketing agency, a local coffee shop, an e-commerce business, or a tech startup, thought leadership can set you apart in a way that makes people remember you.
And it’s a lot simpler than it sounds—promise! Writing a thought leadership piece isn’t about being the loudest or the flashiest: it’s about showing up with value, consistency, and—especially—authenticity.
When your audience feels like you’re helping them rather than just pitching to them, that’s when you start building trust—and trust is what turns casual followers into loyal ones.
What is thought leadership?
Think of thought leadership as taking what you already know about your business and sharing it in a way that actually helps people. It’s not about boasting or showing off. It’s about saying, “Hey, here’s what we’ve learned,” or “Here’s a fresh way to solve that problem.”
Thought leadership turns you from just a “vendor” or “service provider” into a trusted guide for your audience.
Why thought leadership matters (more than you think)
So why should you care about this? What’s the big deal? Thought leadership isn’t just a buzzword—and here’s why:
It builds trust
When you’re seen as a go-to resource, people trust you more. And trust is everything. In fact, according to recent research from Edelman and LinkedIn, 75% of decision-makers (those C-Suite Executives) said thought leadership content has led them to “research products or services they hadn’t previously considered.”
And, it’s not just good for attracting new clients—it could even get your competitors’ clients to take a second look at you.
It’s all about connecting
Thought leadership is a conversation, not a monologue. When you share tips, insights, or solutions that resonate, people feel understood—and that connection keeps them coming back to you.
According to Dan Ben-Nun, the founder and CEO of Adspace Agency, you need to prioritize engaging with our audience and fostering meaningful dialogue.
“Engage with them through interactive webinar sessions, comments on social media, or Q&A sessions. I love hosting interactive webinars and LinkedIn Live events to connect with our audience and address their challenges in real time,” he says.
“But, being open about the challenges you have faced in your career usually resonates deeply with your audience more than just sharing success stories.”
It makes you (or your brand) hard to ignore
When you’re sharing real insights—whether it’s speaking at events, posting on social media, or writing blog content—you’re keeping your brand top of mind.
In industries like professional services, people know that sharing expert insights—what we call thought leadership—can make a brand more valuable and let them charge higher prices. A survey by Thinkers360 found that nearly half of the respondents said thought leadership boosted their brand’s value by over 75% in the market.
Thought leadership isn’t just about being visible, it’s about giving people a reason to remember you.
It can open new doors
When people know you’re a thought leader, new opportunities start popping up. Whether it's partnerships, media coverage, speaking gigs, all of these can mean serious growth for your business.
Common myths about thought leadership, and why they’re wrong
Let’s clear up a few misconceptions that might be holding you back:
Myth #1: You have to be an expert
Nope! Thought leadership isn’t about having all the answers: it’s about being willing to share what you know. Even if you’re new to your industry, you bring a fresh perspective, which can be valuable.
Myth #2: Thought leadership is only for big brands
Thought leadership works for anyone—from small businesses to solo entrepreneurs. Being smaller even gives you an edge because you’re closer to your customers and can share authentic, real-life insights. Often that means you’ll have more to say and more ways to creatively say it.
Myth #3: You need a budget
Thought leadership doesn’t require fancy equipment or a massive budget. Start with what you have: a phone to record a quick video, an organic LinkedIn post you type up, or writing a simple blog.
Myth #4: You have to post constantly
Actually, less is more on LinkedIn! Posting 2–3 times a week is the sweet spot to stay visible without overwhelming your network. With the new Linked algorithm, especially, your connections are more likely to see your posts—especially if you’re sharing valuable insights or updates that hit close to home.
Want to go beyond your immediate circle? Create posts that get people talking—think interesting questions or fresh takes that make people want to jump in. LinkedIn loves early engagement, so if your post takes off right away, it’s got a better shot at showing up in more feeds. Quality beats quantity every time!
Tips to help you get started with thought leadership
Let’s get real. Thought leadership doesn’t have to mean creating 10-page whitepapers or going on a speaking tour. It’s about adding value in a way that feels natural and approachable. Here’s how to start, combining practical steps with some outside-the-box ideas to make your thought leadership genuinely stand out.
1. Start with what you know—and get specific!
Every business has a unique take, something that sets it apart. Use that as your foundation. Think about what you know like the back of your hand, and start there. But here’s the kicker: don’t just stay broad—get specific and niche down.
Answer the FAQs: What questions do your clients always ask? Turn each of those into a short post, video, or article. Instead of “how to improve customer satisfaction,” try “3 Ways We Keep Customers Happy—Without a Giant Budget.”
Share your quirks: Maybe you’ve got a unique way of approaching team meetings, a no-nonsense onboarding style, or a secret sauce to building client relationships. Talk about it! These specific, real-world examples are what people connect with because it feels personal and different.
2. Share stories: the wins and lessons learned
We’ve all heard “authenticity is key,” but when it comes to thought leadership, it really is true. People want to hear the real stuff, including the things you’re still learning and the times things went sideways.
- Highlight an epic win or fail: Did you launch a campaign that flopped before you figured out what worked? Or maybe you tried an unconventional strategy that led to unexpected success. Both are great, but showing off failure as much as success will make you appear more authentic.
Use Stories from Outside Your Business: Thought leadership isn’t just about your own experience—it’s about connecting the dots in surprising ways. Think beyond your field and pull in stories from what inspires you, your personal passions, or role models. If you’re in tech, maybe an artist’s creative process gave you a fresh take on product design. Or if you’re in finance, a chef’s discipline could’ve totally changed how you think about budgeting. These unexpected connections make your insights more relatable and memorable.
3. Break down big ideas into bite-sized content
You don’t need to drop massive think-pieces every week to build thought leadership. In fact, smaller, digestible content often resonates more because people can quickly connect with it. So, keep it simple and regular.
Try “mini” series: Instead of a lengthy article, try a “Tip of the Week” on LinkedIn or a short Instagram story series on “Misconceptions in [Your Field].” It’s quick for you to produce and easy for people to follow.
Use your CRM to spark ideas: When you use CRMs like Copper, you actually have a treasure trove of gems for ideas. Pull up past client notes or feedback to see what issues keep popping up. Use those insights to create quick solutions or advice posts that address your audience’s real-life challenges.
4. Engage with your community and ask bold questions
Thought leadership isn’t just about what you say: it’s also about listening, engaging, and getting people thinking. Instead of just pushing out content, be the one who asks the questions others aren’t.
Jump into conversations: Instead of only posting on your own page, go comment on industry posts. Add your two cents to discussions, ask questions, and give genuine compliments. Showing up in other people’s conversations can build your visibility just as much as posting does.
Ask questions that make people pause: Instead of just giving advice, throw out a thought-provoking question that challenges the status quo. For example, if you’re in customer service, you might ask, “Are our customer service standards really about customers—or just saving time?” People love chiming in on bold questions, and it creates a sense of community around your content.
5. Collaborate with others or just be relevant and creative
Collaboration is key, but here’s the twist—partner with someone unexpected. Teaming up with people outside your usual circle can bring fresh insights, make your thought leadership more dynamic, and introduce you to new audiences.
Be funny and creative: Thought leadership doesn’t have to be all business. Adding humor or a creative twist can make your content more relatable and memorable. Share a clever analogy, a quick joke, or a playful comment that’s relevant to your industry. People love engaging with content that brings a smile or a fresh perspective, so don’t be afraid to show your personality!
Partner with different fields: If you’re a wellness brand, consider teaming up with a tech company to talk about digital balance. If you’re a financial consultant, partner with a lifestyle brand to discuss mindful spending habits. These collaborations bring together audiences who wouldn’t normally overlap, making your content stand out.
Guest spots: Reach out to a blog or podcast in a related industry for a guest spot. Not only does this get you in front of a new audience, but it also shows you’re connected and respected outside your immediate network.
6. Share a vision for the future
Thought leadership isn’t just about what’s happening now—it’s about inspiring people with a bigger picture of what could be. Show your audience the future you believe in, and invite them to be part of making it happen.
Be the optimist in your industry: Go beyond the trends and share why you think your industry has the potential for positive change. Whether it’s making sustainability accessible, tech more human-centered, or finance more transparent, let your vision set a new direction that others can rally around.
Rally around a mission: Thought leadership becomes truly impactful when it’s grounded in a purpose that resonates with your brand. Share the change you want to see, and show people how they can join in. This adds a layer of meaning to your content and connects with your audience on a deeper, more personal level.
How a CRM Helps You Clear Space for Thought Leadership
But, let’s be honest—finding time for thought leadership feels next to impossible when you’ve already got a hundred things on your plate. And it’s not just you. In a recent poll, during a webinar hosted by Christian Banach, 30% of agency owners admitted their biggest hurdle with thought leadership is, plain and simple, a lack of time.
But what if a tool could help you reclaim those lost hours? That’s where customer relationship management (CRM) steps in. With everything in one place, you’re no longer wasting hours digging through emails, hunting for notes, or trying to remember which client needs what. A CRM, like Copper, helps streamline those time-consuming tasks so you can focus on other things.
With everything organized in one spot—like follow-up reminders, assigning tasks, using quick email templates—you’ll save time and free up space for brainstorming your next big thought leadership idea.
And, as you log client interactions, you’ll start noticing common questions and pain points, which can easily become topics for blog posts or social media content.
Make thought leadership work for you
Thought leadership is all about adding value and making connections. It’s about showing your customers and clients that you understand their needs, you’ve been there, and you have something unique to offer. With the right tools—like a CRM—it’s not only achievable but can become a natural extension of what you’re already doing.
Start small, stay consistent, and let your ideas and insights shine. Before you know it, people won’t just see you as a company. They’ll see you as a voice they can rely on, a guide they can learn from, and a brand they trust!
