IDEAS
3 Common Pitfalls of Thought Leadership Content – and What to Do Instead
Original Publication
Oct 22, 2024
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Let’s start by acknowledging the elephant in the room: A significant portion of the population has issues with thought leadership – and for good reason!
In our era of productized knowledge, it’s rare for decision makers to call thought leadership excellent. Not even half think it’s ‘good’ or gives valuable insights, and nearly 40% of decision-makers say they’re drowning in content that falls flat.
Even among thought leaders themselves, only a third believe the overall quality of their content is stellar.
Houston, we have a problem.
A big problem since nearly 1.5 million people identify as a ‘thought leader’ in their LinkedIn profile. Even more if you include ‘advisors’ (7.7 million) and ‘experts’ (4 million).
So, why the disconnect?
No one wakes up and says, “I want to publish sub-par work that adds to the noise.”
We’ve gotten sucked into the cycle of cranking out content – now at an even faster clip with AI – because best practices tell us it’s mandatory for attracting attention. “Be everywhere at once,” they say.
But rarely do we put our trust in the one who jumps up and down shouting, “Look at me! Pick me!”
If you’re pounding the proverbial pavement with minimal traction, you might be falling into one of these classic traps:
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Failing to deliver real value
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Being too focused on your persona instead of action
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Not leading with your strengths
Let’s tackle them one at a time.
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But first...
What does it mean to be a thought leader?
If more than a million people are going to call themselves a ‘thought leader,’ we’re likely not all on the same page.
A thought leader is someone whose primary goal is to influence industry decision makers.
Building a public platform is a means to an end rather than the goal itself. And mainstream recognition is simply a credibility booster.
To dig deeper, a true thought leader changes how people think and act through inventive, novel ideas and solutions. They do not regurgitate what’s already out there because they know you can’t expect new results from old ideas.
A thought leader ceaselessly learns and humbly suggests. They draw from unbiased data and source their own. They do not present ideas as the best or only way of doing things because they know one size does not fit all.
They do not rely exclusively on what they know (i.e. book smarts and professional resume); they also emphasize who they are – their humanity, lived experiences, even shortcomings.
They embrace storytelling and pull back the curtain. They are real – not perfect – and understand the need for emotional connection. They know that data is important, but stories scale deeper.
Thought leadership isn’t just about having a platform, but using it with purpose. Moving an industry forward. Building momentum for a cause. Inspiring others and helping them make progress on their goals.
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Your ideas and solutions come first, not your personal brand.
Remember that as we dial into these common pitfalls of thought leadership content.
Pitfall #1
Failure to deliver real value
Not everyone who claims to be an expert, advisor, or thought leader really is.
Decades of content marketing and search engine optimization (SEO) have clogged the airways, and a lot of what is called ‘thought leadership’ is really just glorified brand building.
And yet, industry leaders continue to crave deep, nuanced insights to stimulate their thinking and offer new perspectives. They spend an average of one hour or more per week sinking their teeth into time-sensitive analyses and trend predictions so they can make better decisions.
So, what catches their eye?
Interpretations of current trends, plus foresight backed by personal experience, original research, data, and resources tested over the years. In other words, everything that shows you’ve earned your stripes and you’ve been listening to what’s going on in the world around you.
But that’s not all. You need a point of view. A distinct perspective, a real position on an issue.
According to Denise Brosseau, Founder of Thought Leadership Lab, this means being willing to ruffle a few feathers – for the right reasons.
“Do we need to be controversial? Do we need to have a point of view that others disagree with, or might disagree with?
I say yes to the second; you absolutely need a fresh perspective that is tied to your expertise, your journey, your knowledge, the change you're bringing about in the world.
But does it have to be controversial and ‘in people's faces?’ I don't necessarily think so.”
Controversy for the sake of being different is disingenuous and distracting. Bland content won’t produce the groundbreaking results you should be striving for. If you aim to please everyone, you’ll help no one.
Blend what you know with what you’ve experienced to say something new and constructive. Break out of the echo chamber and propose solutions that haven't been explored.
Forget sanitized speech. Challenge assumptions and ruffle a few feathers.
Pitfall #2
Too focused on persona, not action
You don’t build a body of thought leadership primarily for self-promotion or to hear yourself talk. You do it because you have a unique perspective and game-changing ideas that will benefit others in their missions.
But to earn the trust of industry leaders, they have to hear what you have to say, get to know the real you, and see that you practice what you preach. A tall order, indeed.
What’s more, it’s a slippery slope from the necessity of putting ourselves out there, sharing our ideas, and plugging products and services to coming off how no genuine thought leader ever wants to: salesy.
Being perceived as aggressively transactional isn’t just bad for building relationships with members of your target audience; it can drive them away in an instant. In fact, an Edelman-LinkedIn report found that nearly half of business leaders think being “overly focused on selling or describing products rather than conveying valuable information” is one of the predominant shortcomings of thought leadership content.
Another trap of the dreaded ‘salesy’ persona is putting yourself in a silo – talking solely about your ideas and not bringing other people and viewpoints into the mix. Too many people make it all about themselves, not realizing that using their platform to collaborate with other innovative thinkers and amplify those people’s perspectives and solutions can actually make their own more robust.
There’s more still.
Somewhere along the way, expertise was defined as having a confident, unwavering, 'I’m right / you're wrong, let me show you how smart I am' position.
But that only works when appealing to those who want to cede autonomy and blindly follow. Doesn’t sound like the kind of people you’re trying to reach, does it?
Years after Brené Brown entered into the public consciousness, most of us now accept that wisdom stems from vulnerability and failure.
Wisdom is what industry leaders hunger for so they can make the right decisions. And you can’t fake wisdom.
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This doesn’t mean you should pour your heart out and reveal everything. Instead, think out loud. Share ideas you’re wrestling with. Welcome people into your thought process. Start a conversation. And tell us where the fire in your belly to tackle the challenge comes from.
As podcast host and author Tara McMullin says:
“Fewer answers. More questions.
Fewer experts. More experimenters.
Less ‘knowledge.’ More experience.
Less advice. More keen insight.
Less ‘giving value.’ More examining what value even means today.”
Part of that reexamination of value (and part of not being ‘salesy’) is focusing less on your persona and products and more on how you can help your audience take action toward their most meaningful objectives.
Ask yourself: How can I, different from anyone else, provide concrete guidance for my audience? What can I say to spark ‘aha!’ moments for them?
What would it look like if my perspective was the missing link – the context or approach necessary for people to overcome their roadblocks and move closer to their ultimate goal?
This is what it means to be an effective thought leader – not having millions of followers or being published in The New York Times. In fact, most of your efforts should focus on far fewer people than you might think.
That said, we can’t ignore the fact that mainstream attention does help earn credibility. And with this, there’s even more to consider, including a few harsh truths.
Factors like your:
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industry
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depth of knowledge
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unique point of view, including life experiences
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leadership style
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communication style
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ability to be in the right place, at the right time
And unfortunately, factors that can be outside your control, including:
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what you look like (race, gender, overall appearance, etc.)
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how you sound
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your natural abilities
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resources at your disposal
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audience perceptions
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circumstance audience is in when they find you
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all the noise of others vying for attention
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It’s a tall order, putting yourself out there so genuinely, especially since people can smell fake a mile away. But a contrived public persona built through rose colored glasses will shatter eventually.
The better strategy is to show us that you’re a real person – flawed and uncertain, just like us, but a few steps ahead, hand outstretched to pull us forward.
In other words, be an expert and a human.
Pitfall #3
Not leading with your strengths
It’s one thing to have brilliant ideas. It’s another to get them heard – and by the right people. If you’re posting content and feel like you’re talking into the void, you’re not alone.
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Many aspiring and emerging thought leaders find themselves in this position. They share high-quality, value-packed content, but they don’t see the traction they hoped for.
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Why?
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To start, it might not be their fault – or even in their control. As brand scientist and director of NobiWorks N. Chloé Nwangwu tells us, there are a range of factors in play like the ‘invisibility tax’ (and the many we outlined earlier in Pitfall #1) that can make it harder for some people to break through the noise than others.
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But sometimes, it’s because they’re trying to fit into a mold that doesn’t suit them.
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Too often, we do what we think we’re ‘supposed’ to do as thought leaders rather than what actually works for us as individuals.
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Instead, stop and think about what comes easily to you. Maybe you’re a natural orator who thrives on face-to-face conversations. If so, in-person and remote speaking opportunities, live webinars, and small-group masterminds could be a natural fit.
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Or maybe you’re someone who likes to mull things over, refine ideas, and let your thoughts develop fully before sharing in captivating prose. In that case, long-form articles on platforms like LinkedIn, a newsletter, or well scripted videos might be where your ideas shine.
When you communicate in ways that don’t play to your strengths, it shows. It’s also exhausting.
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Because it’s not just about showing up. You need to show up in the places that are right for you.
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Speaking of, posting your content on one or a handful of platforms and hoping it takes off? Not a winning strategy.
For example, if you’re talking about higher education, decision makers and influential figures in academia might have Facebook profiles, sure, but that’s not where they’re primed to consume and deeply consider industry content.
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But a detailed LinkedIn post or an insightful newsletter? That’s a different story. Your audience is already ready to listen, eager for deep dives that help them formulate their next steps. Meet people where they are with content that fits the platform and the mindset they’re in when using it.
It’s also crucial to document and share your unique frameworks, processes, and methods, as Denise Brosseau exhorts. Too many thought leaders skip this step. But without these practical takeaways, your audience might leave with good ideas, but no tools to act on them. When you break down your insights into actionable steps, they’ll remember you not just as a great thinker, but an indispensable guide.
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So, what should you do?
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First, avoid the trap of ‘post and pray.’ Real thought leaders who build real influence don’t make it big off a single piece of content that they only posted once.
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Instead, make a point of developing a content repurposing strategy to maximize the mileage you get out of any given piece.
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Reposting and cross-promoting your content isn’t a matter of ‘work smarter, not harder.’ It’s just plain smart.
The 'Marketing Rule of Seven' indicates that people need to see a message seven times (and potentially in a variety of formats and mediums) before they even remember it, let alone act on it. By repurposing content in different formats – like short clips, infographics, or podcasts – you create multiple entry points, inviting people into your world in the way that’s most organic for them. This is especially productive for medium to long-form content that contains multiple ideas, proof points, and next steps.
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Similarly, networking and collaborating with other leaders – cross-promoting, guest speaking, attending conferences – aren’t just extras. They’re essential moves that expand your reach and deepen your influence.
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Lastly, in the age of AI, the definition of success is changing. Followers, likes, and shares aren’t enough anymore. To know if you have resonance, measure your success by the conversations you start, the minds you change, and the actions you inspire. After all, thought leadership is about impact.
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When you lead with your strengths and choose the right platforms for both you and your audience, you’ll not only get your ideas heard – you’ll be remembered. You’ll motivate and equip people to take action. You’ll change your industry for the better.
Plenty of you will get to the end of this article and throw your hands up saying, “Forget this! It’s too hard and demands too much of me.”
Maybe this path of thought leadership isn’t for you. Maybe you can still foster your ideas, but express them in different ways. Maybe thought leadership isn’t actually the best means to your end.
And that’s ok! After all, this isn' for the faint of heart.
But if you’re energized and have new clarity, fantastic! Your next step is to build trust with your audience by showing up as a human. Simple, but not easy. Fortunately, we’ve got you covered with resources on how to do just that:
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