5 Steps to Creating Thought Leadership that Opens Doors

A thought leadership strategy, key in any content marketing effort, can be created in 5 five steps: establishing a strong perspective, identifying the right voice, working with skilled content developers, reaching the right audience and sustaining a long-term strategy.

Thought leadership is a powerful tool for industrial manufacturers and other companies looking to differentiate themselves, build trust and establish credibility in the marketplace. But how do you execute a thought leadership strategy that truly opens doors to new opportunities? Simply publishing content is not enough.

The key is to create insights that are valuable, novel and relevant to the right audience, and delivered at the right time. Here’s how to do it in five strategic steps.

Step 1: Find the right perspective

The first step is to start with the right perspective. Yes, an effective thought leadership strategy is about providing information. But it’s also about offering unique insights that help your audience see challenges and solutions in a new light. Too often, companies fall into the trap of writing about what they know without considering whether their perspective adds real value. 

As we define it in RH Blake’s “The 2025 Thought Leadership in Manufacturing Report,“ strong thought leadership perspective provides a fresh take on an industry issue, frames a common problem in a new way or introduces a solution that hasn’t been widely discussed in the marketplace. At the same time, strong thought leadership must be helpful rather than promotional, guiding readers toward a better understanding rather than pushing a product or a service.

Step 2: Find the right voice

Once the perspective is clear, the next step is to find the right voice. After all, not every subject matter expert can be a thought leader, because there’s a crucial difference between the two. Subject matter experts are knowledgeable about their field. But they aren’t always willing to take a stand or share forward-thinking insights (as true thought leadership requires). 

A true thought leader goes beyond technical expertise by shaping industry conversations, challenging conventional thinking and being willing to take risks. Within your organization, the best thought leadership voices will come from individuals who not only understand your business but also have a perspective worth sharing — one that sparks discussion and encourages others to think differently.

Step 3: Find the right content developer(s)

With a strong perspective and the right voice in place, your next challenge is content development. Translating raw expertise into compelling content requires skill, and many experts struggle to articulate their insights in a way that resonates with an audience. This is where a strong content developer — whether internal or external — plays a critical role. 

An experienced writer or strategist knows how to extract valuable insights from subject matter experts, frame them in a way that aligns with industry trends and develop content that positions the company as a true authority. 

Step 4: Find the right delivery

Of course, even the most well-crafted thought leadership content won’t be effective if it doesn’t reach the right audience at the right time. Many manufacturers focus solely on content creation without considering where and how their audience consumes information. 

So, instead of taking a scattershot approach, organizations need to carefully consider the customer’s journey and the channels where they are most likely to engage. This might mean publishing insights in industry trade publications, leveraging LinkedIn groups, speaking at key conferences or participating in relevant forums. According to our research, C-level decision-makers prefer social media (64%), video (58%) and industry/professional associations (58%).

Beyond choosing the right channels, it’s also important to align content with potential customers’ specific challenges and priorities. Industrial buyers, for example, may not initially search for a specific product by category or brand name. Instead, they will search for insights on efficiency, safety or regulatory compliance. Effective thought leadership anticipates these concerns and positions content to address them directly.

Step 5: Find the right future

Finally, thought leadership must be an ongoing effort, not just a one-time initiative. Don’t treat thought leadership as a content-marketing campaign that starts in the first quarter and ends in Q4. Lasting impact comes from consistent effort over time. To sustain momentum, regularly measure the effectiveness of your content, tracking engagement, lead generation and industry engagement. 

Then use insights from these metrics to inform future content, ensuring that your thought-leadership program remains relevant and continues to evolve alongside industry trends. By maintaining a steady presence and consistently delivering value, you establish your brand as a trusted voice in your field, making it easier to build relationships, gain credibility — and open doors to new opportunities.

Thought leadership, when executed correctly, is more than just content marketing — it’s a strategic asset that elevates your brand and drives real business growth. Our research demonstrates that 94% of C-level decision-makers say thought leadership helped them discover that there are suppliers that are smarter, more informed and more visionary than their current supplier. 

By focusing on these five steps — establishing a strong perspective, identifying the right voice, working with skilled content developers, reaching the right audience and sustaining a long-term strategy — you will create thought leadership that doesn’t just generate attention, but leads to meaningful industry influence and business success.

Written by: Dan Konstantinovsky, strategy director at RH Blake, for SmartBrief.