Thought leadership is about sharing expertise to educate, influence, and motivate the audience, whether to take action or think about something in a new way, focusing on meeting the reader's curiosity rather than promoting the company or its offerings. It can be written by any individual at the company, with varying content types ranging from anecdotal musings to research analysis, and should be born of the author's own experience or perspective, bringing their unique voice and authority to an issue. To pick thought leadership topics, companies should clarify their target market, listen with intention, and use market research and competitor analysis to identify gaps in the industry or opportunities for differentiation. The content can then be extracted from the author through first drafts, recordings, transcription, or partnering with a professional ghostwriter, with final approval by the author to ensure authenticity and accuracy. A thought leadership campaign is a long-haul strategy that requires a promotional plan, including microcontent publishing on social media, longer-form content on owned platforms, and pitching to external outlets for maximum exposure.