When people talk about content, it’s often referred to as thought leadership. But what does that actually mean?

In a nutshell, thought leadership is named as such because when the content is done right, it clearly demonstrates the author’s leadership position in the industry. Say you’re the CEO of a digital marketing agency, you’ll generally be writing about digital marketing strategy and how to get the best results.

So how does this bring value? One, you’re offering value to your audience – current and potential clients at companies of all sizes who are engaging with your content. Two, you’re an expert, so you’re offering expert advice, which helps a lot of people do their jobs better.

There’s payback too. Because when you demonstrate great thought leadership content, the companies reading it will turn to you when they need to hire an agency for their next communications project.