A Step By Step Guide to Strategizing Your Thought Leadership Campaign

David Tile
David Tile, Founder & Director @ Article-Writing.co
Posted On: April 16, 2021

When embarking on becoming a thought leader, your content marketing campaign requires more than simply putting pen to paper (or fingertip to keyboard?) It involves strategizing to ensure your content is high-quality, authentic, original, and valuable for your target audience. If you opt for creating materials just to have something to throw into the web universe, you won’t receive nearly as much traction as you could with a well-strategized campaign. 

In the words of our Director of Content Marketing & Strategy, Don Power, “Thought leadership is like singing.” To successfully roll out your content marketing campaign, “you need to find the right pitch and genre that your audience will learn to expect and count on you for.” He leads our team of content marketing strategists with the principle that focus and consistency are the keys to helping thought leaders impact their campaigns.

Remember, your content marketing campaign’s goal as a thought leader is to establish yourself as an industry expert. This won’t be so clear if you try writing to please everyone, especially on subjects you’re not familiar with. To become a credible source, you need to hone your content so it’s always on-brand and appealing to your audience (who are your potential consumers at the end of the day.) Now is the time to demonstrate how you’ve mastered the field and climbed to the top. So, show off what you do best through your content marketing!

If you’re ready to take the plunge with your thought leadership, follow these steps when strategizing your content marketing campaign:

typing content marketing campaign

1. Find Your Target Audience

First and foremost, you need to review who is already supporting your business and then consider whose attention you want to gain through your thought leadership content. Your platform is an extension of your company brand, so you’ll want to work with what you already have and then conduct research to find who else would benefit from your shared content. 

Here’s how to define your thought leadership target audience:

  • Monitor current and past consumer data 
  • Identify common trends in your current consumers to identify other potential consumers like them
    • Consider their location, lifestyles, and shared interests to help you gauge what the people supporting your business will want to learn from you
  • Conduct consumer research through methods like polls, surveys, social media engagement, customer interviews, etc. to understand more about them and know what they want from thought leaders in your industry
  • Expand your access to your target audience by being an active thought leader through social media and guest posting


2. Choose Your Content Marketing Themes

With your target audience defined, you need to focus your content marketing campaign to be worthy of their attention. In other words, find the topics that your target audience will want to know more about. By establishing a set of main thought leadership pillars (around four is ideal), you have committed guidelines that will ground your content so it remains relevant to your niche industry. 

However, pillars are not walls. They don’t need to enclose your content marketing, so you’re recycling topics over and over again. That’s why you should relate your pillars to general themes or values that your business is rooted in and then write content that promotes them. Your content will always be on-brand and always somewhat consistent as you offer information about industry topics that always lead back to your company.

3. Offer Information, Not a Sales Pitch

You may be more familiar with creating content that’s promotional for your products or services. But thought leadership isn’t about selling. It’s a more passive method that will bring more attention to your business and drive consumers to support it in whatever way you need them to. 

According to a marketing study, 61% of consumers are influenced by custom content marketing. People will support companies that share information that’s useful for them. If you create materials catered to your audiences’ needs without overtly pushing your products or services, you’ll see your conversion rates climb. 

Your content marketing campaign’s strategy should be to share valuable information that matters to your audience. You can incorporate your insights on industry trends, current news, innovations in your field, helpful how-tos for people who want to climb the ladder as you did, and more. In these pieces, you draw your readers’ attention, engage with them through your content, and offer them opportunities to access your website to learn more or take action. It’s a funneling system to draw your readers, share valuable information, and then guide them to your business. man with laptop on stairs

4. Draw Inspiration From Other Thought Leaders for Your Content Marketing Campaign

Take a moment and think of the leaders who inspired you in the past. Are there any current thought leaders who you rely on as a valuable industry resource, too? Consider what they share that has raised your intrigue and continues drawing your attention. Do you appreciate leaders who are factual and concise in their content or who sprinkle some personality in there? From other thought leadership campaigns, you can draw what makes their content impactful and apply it to your work.

With your content marketing campaign, you’ll establish yourself as an inspiration for members of your industry’s community and even your employees. If you invest thought, care, and passion into your content, you could genuinely make an impact that will benefit your business. You’ll contribute to dynamic, pronounced company branding by connecting your voice to it. Many other corporations are missing this extra element that will give you an advantage and bring more attention and revenue to the company you lead. 

Not a Content Writer? Article-Writing.co Has You Covered

Led by our Director of Content Marketing & Strategy, Don Power, our team of content strategists will do the heavy lifting to help you find focus and consistency in your content marketing campaign. He assures, “We will consult with you personally to identify your unique strengths and your business values so we can create a content strategy that intertwines your company brand with your personal voice.” At Article-Writing.co, we’ll capitalize on what makes you a remarkable industry expert to drive an influential thought leadership campaign. 

Want to expand your audience, earn higher revenue, and make a legacy for yourself and your business? Learn more about our Thought Leadership Package and contact our team today!


The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

  • Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet. 
  • Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform. 
  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes

By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

Ready to Invest In Your Article-Writing.co Thought Leadership Package? 

At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package

Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.