14 Jul More than a hot take: 7 things you’re getting wrong about thought-leadership
Ah, thought-leadership. A term tossed around in marketing meetings like confetti at a product launch – often all show, no substance.
But the more I see of it, the more convinced I am that few actually know what it is. And even fewer know how to do it well, thanks to a fog of misconceptions and a flood of mediocre LinkedIn takes.
Thought-leadership isn’t just something I critique from the sidelines. It’s part of my daily work at RM. I’ve interviewed the likes of Meta, Qantas and Tourism Australia on everything from AI to influencer marketing.
And along the way, I’ve learned what works – and what flops.
So let’s cut through the noise. Bust a few myths. And explore tried-and-tested strategies to ensure your thought-leadership actually leads somewhere.
But first, what is thought-leadership, really?
At its core, thought-leadership is about influence. It’s the ability to shift how others think or act in your industry.
Whether it’s a LinkedIn post, whitepaper, research report or newsletter, the goal is to share sharp insights, original ideas and practical perspectives, ideally from real experience.
It’s not about churning out content to tick a box. Or rehashing ideas that have been chewed over a million times before. Rather, it’s about earning authority and becoming the go-to voice in your space.
And to do it well, you need to unlearn a few things first. So, let’s bust some myths, shall we?
MYTH 1: Thought-leadership isn’t worth investing in
Reality: Thought-leadership is a brand-building strategy you can’t afford to skip.
These days, people don’t buy from faceless logos. They buy from businesses they trust, brands they recognise, and experts who actually know what they’re talking about.
The best way to build that trust? Share what you know. Generously. And consistently.
That kind of sharing is the heart of good thought-leadership. It puts your smarts on display – and helps build both visibility and credibility. It’s a long-game strategy, sure. But it keeps your brand top of mind and gives people a reason to pay attention – long before they’re ready to buy.
And yes, it might just be the nudge that converts the client who’s been sitting on the fence for six months.
MYTH 2: Thought-leadership is just sharing your opinion
Reality: Everyone’s got an opinion – but not all of them are useful.
Hot takes are easy. But fresh, well-informed insights that contribute something new to the conversation? That’s where the magic happens.
If you want your content to land, go deeper than ‘We need to talk about X’.
When writing thought-leadership, you want to:
- Draw on lived experience
- Ground your thinking in evidence where possible
- Link to relevant research
- Use real examples
- Quote experts (when it adds value)
And whenever it fits, offer actionable takeaways – something your reader can actually use.
Before you hit publish, ask yourself: Am I saying something new? Helpful? Well-informed? If the answer’s no, save it for the group chat.
MYTH 3: You need to be a guru to write thought-leadership
Reality: You just need to know your stuff – or know how to uncover it.
No white robes or mountaintop wisdom required.
Strong thought-leadership often comes from experience – the kind of insights you earn by doing the real work, day in, day out. But it can also come from curiosity. From asking sharp questions. From talking to the right people and distilling what they know into something clear and valuable.
In other words, you don’t have to be the expert. You just need to think like one – and do the work that earns your readers’ trust.
Research deeply. Interview well. Then wrap it all up in compelling, no-fluff writing.
Learning as you go? Totally fine. Faking it? Your audience will spot it faster than you can say ‘I asked ChatGPT.’
Which brings me to…
MYTH 4: AI can write it
Reality: AI can help – but it can’t think for you.
AI tools are powerful. They’re handy when you need help structuring ideas, tightening your writing or kickstarting your research. And, more than once, they’ve helped me get my head around some of the knottier concepts I’ve had to write about.
But the actual thoughts? The insights? The original perspectives and signature one-liners? That’s all you, baby.
AI can’t replicate the nuance, experience or perspective of a real person, whether that’s you or the expert you’re interviewing.
So go ahead and use it. But don’t hand over the reins.
MYTH 5: You must post constantly to stay relevant
Reality: You must post strategically to be credible.
Thought-leadership isn’t just content for content’s sake.
The algorithm may love a constant stream of material. But your audience? They love substance. Original thinking. Actual value.
So don’t pressure yourself to post daily. Just post when it matters. When a trend’s emerging. When your clients are confused. When you’ve got something to say that no one else is saying (yet).
It’s not a numbers game. It’s a relevance game.
MYTH 6: Enlisting a ghostwriter is cheating
Reality: It’s called collaboration – and it’s smart.
You know what you want to say. A good ghostwriter helps you say it better.
Think of them like a speechwriter: there to shape your message, not invent it. They’ll draw out your stories, sharpen your arguments and make sure your voice doesn’t get lost in the process.
When the insights and ideas come from you, the thought leadership is still yours. You’ve just outsourced the messenger.
MYTH 7: A blog post is the final product
Reality: One idea = many lives.
Good thought-leadership doesn’t just fall out of your brain. It takes time, effort and mental muscle.
So for heaven’s sake, don’t let it wither on your blog like lettuce in the back of the fridge. Chop, dice and repurpose it. Give that content a proper workout!
Wrote a whitepaper? Turn the key insights into LinkedIn carousels. Build a workshop around it. Pull the juiciest quote for your newsletter. Interviewed an expert? Slice up short clips for socials and put the best soundbite into a quote tile. Or use the insight to shape your next presentation.
You’ve done the hard work. Now you owe it to yourself (and the genius you just unleashed) to squeeze out every last drop of value.
That’s how you turn one idea into real influence.
Need help crafting an opinion piece with teeth? We know a team 😉
