7 Types Of Thought Leadership Content To Consider

In 2006, before HubSpot had a product, Brian Halligan and Dharmesh Shaw did something that most founders wouldn’t think of doing back then: they launched a blog and filled it with thought leadership content.

By building momentum through thought leadership before they even had any software to sell, Halligan and Shaw cultivated a community keen on all things inbound marketing — which ultimately led HubSpot to becoming a marketing and sales software juggernaut valued at more than $20 billion.

73% of B2B decision-makers trust thought leadership content more than run-of-the-mill marketing content or sales collateral.

What is thought leadership content?

Thought leadership content is original material that aims to establish individuals and the organizations they represent as authorities in their fields. More than simply sharing news stories and third-party research, thought leadership is all about conveying unique insights and advice — ideas folks won’t find anywhere else — to engage audiences by giving them something valuable for free.

With the right approach, thought leadership content can help founders and executives increase brand awareness, unlock new opportunities, and stand out from the competition. Since 73% of B2B decision-makers trust thought leadership content more than run-of-the-mill marketing content or sales collateral, it can also lead to new revenue streams.

7 types of of thought leadership content

Thought leadership can take many forms, each of which offers a distinct way of connecting with your audience and meeting them with media formats they prefer.

From social media posts and email newsletters to podcasts and bylines, there’s no shortage of content types to incorporate into your thought leadership strategy.

1. Social media

When it comes to thought leadership on social media, LinkedIn is the clear winner. After all, there’s a reason 97% of Fortune 500 CEOs have a presence there. By posting short-form content on LinkedIn that highlights your unique perspective, you can reach decision-makers all over the world while kicking off vibrant discussions.

Success with social media thought leadership starts with posting consistently, engaging commenters, and sharing your own content along with third-party articles you find interesting. But with so many competing voices, you need to figure out how to stand out in a crowded field consistently, without being repetitive.

With the right approach, however, you can increase your credibility and attract inbound opportunities while growing your audience.

This post from Dharmesh Shaw is an example of curated thought leadership content designed to engage his audience while not making it all about him.

2. Newsletters and blogs

Got a little something more to say? Newsletters and blogs are a great way to share more in-depth insights and analysis with your audience. At the same time, these formats let you build an audience you control, freeing you from having to appease opaque social media algorithms to get noticed. That’s part of the reason why newsletters and email marketing have an exceptional ROI, with HubSpot data suggesting you can generate $36 for every $1 you spend.

By offering consistent value and encouraging readers to interact with your content with clear calls-to-action, you can build trust and form a direct relationship with your audience.

That said, it can be tricky to continue cranking out quality pieces over time. It’s also difficult to continue growing your subscriber base organically. This is an area where enlisting the help of a content or thought leadership agency can be particularly beneficial.

Venture capitalist Marc Andreessen is a prolific blogger, routinely sharing cutting-edge insights on the Andreessen Horowitz blog.

3. Op-eds and bylines

In addition to posting content on channels you control, thought leadership also entails getting bylines and opinion pieces published in established media outlets and relevant trade publications.

In case you’re unfamiliar, a byline is a first-person article from an expert or insider, typically appearing in magazines, newspapers, and well-known online publications. By leveraging brand names like the Wall Street Journal and Forbes, you increase your exposure and credibility while reaching a large, engaged audience. At the same time, you can also strengthen your personal brand — which is a big deal, since leaders with strong personal brands enjoy an 80% increase in their companies’ share prices, according to Golin’s CEO Impact Index.

How can you convince editors to publish your ideas? This is another area where a thought leadership agency can support in ensuring your content reaches the right media decision makers and is framed to make an impact.

Pro tip: By tying your pieces to current events or industry trends — and backing your claims with data — you can increase your chances the publication says yes. 

Lindsay Tjepkema is the CEO of Casted, a podcasting platform for B2B marketers. She regularly publishes content in outlets like Entrepreneur and Forbes to demonstrate thought leadership.

4. Podcasts

Did you know that more than 584 million people listen to podcasts?

By hosting your own podcast or appearing as a guest on other shows, you can cater to this growing segment, sharing your thought leadership insights in a conversational format that helps you build trust with your audience. This content type is particularly helpful at reaching niche audiences or highly engaged listeners who prefer longer-form discussions versus bite-sized social media snippets.

While it’s possible to launch your own podcast, building from the ground up takes time and determination; if you go this route, you just need to temper your expectations and be patient.

By joining a popular podcast, on the other hand, you can engage an audience that already exists. Just be sure to prepare talking points ahead of time and sharpen your storytelling skills before sitting down behind the mic.

Pro tip: Before agreeing to join a podcast, research the host, the show, and the audience to make sure it’s the right fit.

In January 2025, Meta CEO Mark Zuckerberg sat down with Joe Rogan for nearly three hours for a lively discussion on all sorts of topics.

5. Media interviews and profiles

In addition to your own opinion pieces, a robust thought leadership strategy also involves landing interviews and feature profiles by journalists in industry publications, newspapers, and news programs, all of which are typically consumed by a wide audience. Despite shifting media appetites, for instance, 71% of U.S. adults still watch TV news. Media coverage lends credibility to your efforts while ensuring your message reaches a larger audience faster — all without relying on ads or paid promotion

Since you don’t have control over what ultimately gets printed, it’s important to be clear on your key messages, know what stories and insights you’re going to share during the interview, and always maintain cordial relationships with journalists.

By joining forces with an agency that has already built media relationships, you can increase the chances of both piquing a reporter’s interest as a potential subject and ensuring the final piece conveys your message clearly.

As CEO of fast-growing Palantir, Alex Karp is routinely the subject of media profiles.

6. Speeches and presentations

Public speaking opportunities — think keynotes, conference presentations, panel discussions, and even webinars — are a great medium to share expertise and insights directly with your audience.

Typically, such opportunities enable you to engage a group that’s already interested in what you have to say, making it that much easier to build credibility and create connections with your audience. The payoff isn’t too bad either, with data from Contently indicating execs can earn 10.5x ROI on speaking engagements.

By delivering speeches and making presentations regularly, you can increase your authority, grow your network, and generate more leads. Depending on how polished your public speaking skills are, you can position yourself as a go-to speaker in your field — creating a flywheel where you’re invited to more, higher-profile events.

Amazon CEO Andy Jassy delivers a keynote address at AWS re:Invent 2024.

7. Books

Writing and publishing books — whether through a traditional publisher or via self-publishing — is another way to showcase your expertise and insights. And it might even help you unlock one of those fabled passive revenue streams, earning you money while you’re sleeping.

In today’s digital world, books can make a huge impact because they’re tangible and substantial. At conferences and events, they stand out in ways that social media  and blog posts simply can’t. Books also help establish your authority as a true expert in your space. Since the average CEO reads 60 books per year, authoring a tome can help you connect with and persuade decision-makers.

To succeed with a book, you need to write about a clear problem or niche, structuring chapters and paragraphs in a way that’s easy for the modern reader to consume (e.g., use whitespace and short paragraphs!).

Ray Dalio, founder of hedge fund Bridgewater Associates, started publishing thought leadership books in 2017 with the arrival of Principles: Life & Work.

What thought leadership content will you create?

The most effective thought leadership strategies include several of these different content types, if not all of them. These channels also tend to be mutually reinforcing. Having a strong social media presence means you have a powerful platform for promoting your new book, for example. Meanwhile, the insights and anecdotes from your book can easily be translated into great social content.

Doing thought leadership the right way takes time. If you’re wondering where you’ll find enough hours to devote to the task, consider partnering with a thought leadership agency that can do the heavy lifting for you.

From creating content and securing bylines to drumming up media interest and even writing books on your behalf, the right agency can help you achieve your thought leadership goals efficiently.

To learn more about the benefits of partnering with a thought leadership agency, read this.

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