A recent article by BTI Consulting’s The Mad Clientist (‘Did Clients Just Go Sour on Rankings and Directories?’ published on 12 February 2025) states that:

Thought leadership now outweighs rankings – especially when forming new relationships.

While we talk often about “thought leadership” in professional services, I’m not entirely sure we understand the mechanics and actualities of what constitutes “thought leadership”.

For a start, if you say you’re a “thought leader” chances are you’re not – as only others can pin that tag on you!

So, I thought I would do quick run through what thought leadership means to me, as well as some ways you might be able to demonstrate your knowledge in such a way as others start to consider you a thought leader!

What is ‘Thought Leadership’?

Thought leadership is the art of positioning yourself, or your firm, as a leading authority in a particular area – industry or field – by sharing (typically for free) valuable insights, expertise, and innovative ideas.

Thought leaders influence their audience through content such as articles, blogs, speeches, books, research and social media engagement.

Key Aspects of Thought Leadership

• Expertise & authority: Thought leaders have extensive knowledge in their field and are trusted sources of information.
• Innovative thinking: Thought leaders challenge conventional wisdom and introduce new perspectives or solutions.
• Content creation: Though leaders share insights through blogs, articles, whitepapers, podcasts, videos, or public speaking.
• Engagement & influence: Thought leaders actively participate in discussions, mentor others and drive industry trends.
• Authenticity & credibility: Genuine thought leaders prioritise value over self-promotion, building trust through consistency.

How can I display thought leadership?

Many professional firms limit their content strategy to publishing articles on their firm website and stopping there. While this is a good starting point, it doesn’t fully leverage the power of content marketing to attract, engage, and convert potential clients.

To expand your reach and establish your authority as a thought leader, consider adopting the following to your content marketing strategy:

• Blog posts: Either via your own blog page or your firm’s (or even both), regularly provide in-depth insights, case studies, and industry updates. From time-to-time offer to guest post on other people’s blogs as well.
• Newspaper comments and articles: Write a regular column in a reputable newspaper on your area of expertise. You can also become a source of commentary – newspapers are always seeking commentary from industry leaders.
• Whitepapers & eBooks: Offer comprehensive research findings, legal guides, and thought leadership content. Look to position both yourself and/or your firm as the trusted authority in that area/field.
• Videos: Create a YouTube or TikTok account and make videos that help explain intricate and complicated topics in a dynamic, accessible and easy to consume way.
• Webinars & Live Streams: Host real-time discussions, Q&A sessions, and educational webinars – either on your website or via other platforms such as LinkedIn.
• Podcasts: Either host your own podcast or provide expert insights on podcasts hosted by others.
• Social Media posts: Engage in relevant discussions on platforms like LinkedIn, Instagram, Facebook and X.
• Email Newsletters: Share valuable insights, firm updates, and case studies directly with subscribers via email providers such as MailChimp.

Bringing it all together

Thought leaders are recognised by others for their deep knowledge of a subject matter and so have the ability to shape conversations, influence decisions, and inspire others. These are all attributes that will help expand your audience reach and establish credibility in your area – leading to a higher number of requests for assistance and a bigger book of business!

Feel free to get in touch if you need help with your thought leadership strategy.

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