Chapter 2: What is Thought Leadership Marketing?

Thought leaders earn trust by delivering valuable information with no strings attached. Steven Van Yoder7

Thought leadership, and being a thought leader, can be very good for business. When you are exceptional at something — like programming computers, building ships or winning court cases — you are sought out by others who want to buy your expertise. The more you can demonstrate your knowledge through your work and through activities such as publishing articles, the more likely you are to be found by buyers and the more your business will grow. You will also build your reputation and, in turn, your personal brand and that of your organisation.

This phenomenon has been noticed by marketers ...

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