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BLOGContent Marketing and Thought Leadership

by Randall CraigFiled in: Blog, Learning, Make It Happen Tipsheet, Time managementTagged as: , , ,

One of the most important elements of a modern marketing strategy is Content Marketing.  The idea is that if your “content” is everywhere, then would-be clients would be easily attracted to you as they begin looking for solutions to their problems.

Unfortunately, many marketers miss a crucial aspect of this: that the content must be valuable in the eyes of the reader; it must be insightful, new, and demonstrate thought-leadership.  If it doesn’t do this, the reader won’t make the direct connection between the content, and your expertise.  And they certainly won’t be asking for help.

Thought-leadership is the fundamental underpinning of content marketing – but how does one develop it?
Some ideas:

  • Read outside your professional area of knowledge: magazines, history, science, academic journals, daily newspapers, blogs, and more.  Then connect these and provide context for your readers.
  • Register for seminars and courses, take certifications, and learn from people who are experts in areas related to your own.  You can then connect the dots between this new knowledge and your area of expertise.
  • Take greater responsibility on the job, thereby enriching your practical knowledge, outside of your usual day-to-day.
  • Write.  Not only does this help synthesize your ideas, but it is the first step to gaining feedback from others.
  • Join a group that puts your ideas to the test, both through discussion and debate.

More than any of these ideas, however, is the importance of actually spending time thinking.  Becoming a thought-leader without giving yourself ample time to think is impossible.


Whether you aspire to thought-leadership or are just started down the path of content marketing, thinking time often gets squeezed away by urgent deadlines and other priorities.  This week, schedule time to think – at least five hours.  One hour each day is a very small investment to make… and it will lead to better decisions.

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