Thought leadership is one of the hottest trends in marketing, but it may also be one of the oldest tactics in the book. Today, informed consumers want to know everything about the brands they support. Sadly, many marketing teams take that as a license to churn out generic thought leadership that does little to show audiences why they should care. But it’s the team’s responsibility to create meaningful content: its members must cultivate thought leadership strategies that forge real connections with audiences.

In this article that I contributed to, I discuss the value of intentional thought leadership content creation and the value of follower loyalty. If you want to leverage thought leadership content but have struggled to do so in the past, don’t get discouraged. Continue reading and I’ll outline the most important ideals to cling to when mapping out your way forward.