Being in thought leadership means making mistakes and learning from them.

I remember the first time I pitched a “brilliant” idea to an executive team.
I had all the data, shiny slides, and a solid business case.

Selling it was a sure slam dunk. 

But halfway through presenting, it suddenly hit me. Like a bolt of lightning in between my eyes—I failed to include their trusted, authentic, and visionary voice.

The big lesson? 

Thought leadership (TL) only works when leadership is truly involved, the strategy is aligned, and our content tackles real audience challenges head-on. According to Edelman and LinkedIn, 73% of decision-makers trust thought leadership content over product sheets alone. And 51% of C-suite leaders say a price of thought leadership got them to realize that other suppliers were smarter or more visionary.

Improving your thought leadership strategy and content assets means AVOIDING these 7 common errors:

🛑 Not including senior leaders/C-suite in thought leadership:

Executives have expertise and experience across time and trends. They are often a rich source of valuable insights. Their participation enhances brand trust and authority. Plus, C-suite execs and decision-makers are often more likely to engage with content from peers.

When the CEO or CTO shares behind-the-scenes insights on the challenges of ensuring data security and patient privacy, it not only builds credibility but also resonates with decision-makers who value security and trust. Their participation signals to potential clients that the technology is supported by real-world experience and visionary leadership. Including these voices can make all the difference in how your content is perceived.

🛑 Failing to include storytelling within your TL content assets:

Facts tell, but stories sell. Emotional resonance drives true engagement. So take the dryness out of your content by connecting with audiences on an emotional level. Stories create a sense of authenticity that helps build trust, which leads to greater engagement.

Imagine a scenario where a health technology company shares a case study about how its innovative software helped a rural hospital improve patient outcomes. Instead of simply listing statistics on reduced wait times, the narrative could follow a patient’s journey—detailing the challenges faced, the turning point when the technology was implemented, and the eventual transformation in care delivery. This approach turns abstract data into a relatable story that not only informs but also inspires and motivates healthcare professionals.

🛑 Ignoring your audience’s most important challenges:

If it doesn’t help them, they’ll look elsewhere. Your audience expects TL content to provide insights and strategically integrate solutions to their challenges. Failing to meet these expectations can lead to disappointment and disengagement—where audiences may seek solutions elsewhere.

In the health technology arena, decision-makers are often grappling with complex regulatory issues, interoperability challenges, and the need for scalable solutions. For instance, if your thought leadership content focuses solely on product features without addressing the critical challenges of integrating new technologies with existing legacy systems, you risk disengaging a segment of your audience who are looking for actionable insights. By directly addressing these pain points—perhaps through webinars or white papers that offer strategic solutions—you ensure your content is not only informative but also practically useful.

🛑 Inconsistent publishing and strategy:

Regular, strategic publishing builds brand awareness and trust. Sporadic efforts don’t stick. The benefits of thought leadership include increasing brand awareness, differentiating from competitors, and growing trust. Inconsistency works against these, as well as missing out on more audience engagement through the value of repetition and message reinforcement.

For a B2B health technology company, maintaining a consistent publishing schedule is key to staying top-of-mind among busy healthcare executives and IT leaders. Imagine rolling out a monthly series of insights on emerging trends in digital health, backed by research and case studies. Consistency reinforces your position as a reliable source of information, while irregular posts might leave your audience wondering if they can count on you for the latest industry insights. Consistent, well-planned content not only strengthens your brand but also reinforces your message through repetition.

🛑 Relying on a single type of content asset:

Relying on one content format shrinks your potential audience. Not all prospects absorb information the same way. And offering diverse content (written, video, audio, image, etc.) fosters deeper engagement, strengthens credibility, and amplifies your thought leadership impact. And make sure to always be learning and staying curious—trying out new content asset variations and strategies.

Diverse content formats—from written articles and blog posts to engaging videos, podcasts, and infographics—can help bridge the gap between different audience preferences. For example, a detailed white paper might attract CIOs looking for in-depth analysis, while a series of short, animated videos could capture the interest of busy practitioners seeking quick insights into new technologies. Experimenting with a mix of formats not only widens your audience but also enhances your credibility as an adaptable and forward-thinking brand.

🛑 Promoting vs. Providing Value:

Thought leadership differs from product or service marketing efforts—in strategy, purpose, and content. Be generous with your knowledge and insights, in order to help audiences by prioritizing their interests. Create value from perceived expertise that others want to use. And don’t try to be slick with softball sales approaches disguised as TL—audiences know the difference!

Consider a health technology company that creates a series of open-access webinars on the future of patient data management. Instead of using these sessions merely to promote their latest software, the focus is on educating the audience about evolving compliance requirements and data security trends. This approach builds trust and positions the company as a true thought leader—one that prioritizes value over promotion and ultimately earns the audience’s loyalty.

🛑 Not aligning thought leadership with sales, product, and customer success teams:

Collaborate to create relevant, actionable content that supports real-world conversations. Through relevant advice and insights, thought leadership content enhances sales calls and can help change buyer perceptions of value. Alignment with these teams helps create valuable ‘content fuel’, through a deeper understanding of customer needs, preferences, and thinking around challenges. 

For instance, if your health technology company develops a new digital health solution, involving customer success teams in crafting content can help highlight real-world use cases and success stories that sales teams can leverage during client discussions. This alignment ensures that the content not only resonates with potential customers but also provides the necessary ‘content fuel’ to drive effective sales conversations and enhance customer satisfaction.