Digital Marketing

How You Can Build Thought Leadership with Content

Post by
Gurpreet Singh Dhindsa
Digital Marketing

How You Can Build Thought Leadership with Content

Gurpreet Singh Dhindsa

Content marketing is something that’s often associated with improving your business SEO, boosting the website to become more visible. While that is technically true, there’s so much untapped potential when it comes to your content. For example, companies can improve their reputation about being a thought leader through writing.

If you’re unsure about what thought leadership is, it’s the trust that an audience can form regarding your business and its expertise. It’s largely influenced by the products and services that a company may offer, but it can also be built and influenced by the content that you put out. Words and actions are needed in order to generate a great impression, after all.

Thought leadership content can be a little tricky to dive into, as you’re essentially deviating from what your regular content is while integrating it all at the same time. Seek advice from a digital marketing agency. 

To get you started, here are a couple of ways of how you can build thought leadership with content:

Through An Opinion Article

Opinion articles are a great form of content that many customers may appreciate from a business. Your company will seem much more human due to how personable the topics can be but remember not to let go of certain elements to maintain professionalism throughout a piece. 

Authors of an opinion article are advised to pick subjects that are related to their audience’s interest and the business’s known field. It can be difficult to find that middle ground, but this type of narrative can invite so much organic growth and visibility online.

Through An Analysis

Thought leadership can be built around content like industry analysis. Giving well-researched insight into the sector that your business belongs to, whether it’s in regard to their current or future state, can be a piece that shows how attuned you are to the market you’re catering to. 

Having analysis write-ups can be a catalyst for B2B businesses the most. With many like-minded companies who are looking to your business’s products and services, it’s paramount to position the company as well-informed and level-headed in order to gain trust.

Through A Case Study

Writing a case study includes two things: outlining the success of a business and discussing what the company has done to provide solutions to a client’s problems. The story will deeply involve your company, which empowers you and your team as a thought leader.

Do keep in mind that this type of content may require more technical writing. Although storytelling makes up a big part of these case studies, quantitative and qualitative data for proof of those results is needed.

Through An Interview

Interview content can be a great way of improving the business’s reputation and relationship with others. This can be relatively easy to acquire as a recorded conversation with a subject expert is all that’s needed.

The transcription of the conversation shouldn’t be posted as is. It should be polished in order for it to be readable and publication-ready. Consider adding commentary as well to guide the readers in their interpretation of the piece.


Creating these thought leadership content pieces can be a great addition to your website. Not only is it beneficial for your business reputation and brand image, but your readers are sure to enjoy these kinds of articles.

Need help with digital marketing in West London? Vaxweb offers strategic design, development and marketing plans to various clients in the UK. Request a quote today!

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