“Thought leadership” might be the most abused term in B2B marketing.
Everyone claims to be doing it. But what mostly gets published under that banner? It’s empty, ghostwritten, regurgitated ideas dressed up as insight. Sanitized. Safe. And extremely forgettable.
Your audience has seen the same headlines, the same talking points, and the same shallow observations recycled across the industry. And despite all that effort, the audience isn’t listening. Because deep down, they can tell: no one’s actually leading. There is no new idea; just the same thing they have already heard, repackaged...again.
So let’s talk about why most thought leadership is broken—and what to do instead.
The Problem: Outsourced Opinions & Content by Committee
Most B2B companies start with good intentions: “Let’s share what our experts know.” But the execution looks like this:
-
If the marketing team is "lucky," they get to interview a subject matter expert (this is less common than most would think).
- Research is performed to get the needed information for the article (much of the information found is common industry knowledge, some even from the competition).
-
A blog draft is created.
-
It goes through a legal/compliance rinse cycle.
-
The final version strips out anything bold, real, or opinionated.
-
It gets published on the old blog, rarely to be found again.
That’s not thought leadership. That’s content cosplay.
The irony? The people with real opinions—your engineers, consultants, operators, execs—aren’t actually leading the content. At best they’re background voices in a marketing-led production. At worst, they aren't even involved.
So when the message feels disconnected, corporate, or hollow… it’s because it is.
Real Thought Leadership Starts With Real Experts
The shift is simple: stop outsourcing your opinions. Start capturing real ones.
That means getting your experts to speak on camera—in their own words, with their own tone, and their own experience behind it. Video content makes that possible in a way written content rarely does.
You don’t need polished scripts or perfect lighting. You need unfiltered insight. That’s what builds trust.
When someone hears an expert speak confidently and directly about a challenge they’ve solved 100 times, it lands differently than a branded blog post. It feels real—because it is.
“But Our Experts Don’t Want to Be on Camera…”
Of course they don’t. Not at first.
Most SMEs didn’t sign up to be influencers. They signed up to solve problems.
But here’s the thing: they’re already doing that—every day. They’re talking to customers, supporting sales, and answering technical questions. You’re not asking them to perform. You’re just asking them to document what they already know.
Start with simple Q&A formats. Pull common sales or support questions. Hit record. Let them talk.
You’ll not only capture real insight, you’ll help your expert see their own value in a new light. And when they see how the content gets used and repurposed (especially when they get tagged in a few LinkedIn clips), they’re a lot more likely to show up again.
Thought Leadership Is a Relay, Not a Spotlight
One person doesn’t need to carry the entire content strategy. Start with one expert who actually wants to share what they know. Make them successful. Then use that proof point to bring in the next one.
And don’t forget—your marketing team still plays a key role. Not in creating the opinions, but in capturing, editing, and distributing them effectively. That’s the relay: expert creates, marketing amplifies.
This model is repeatable, scalable, and—most importantly—believable.
The Bottom Line: If It’s Not Risky, It’s Not Leadership
True thought leadership requires a point of view. It means taking a stance. Sometimes even challenging your own industry.
But most companies play it safe. They think thought leadership is about looking smart. In reality, it’s about being useful and brave.
The best thought leaders say things others won’t. They speak from experience. They open doors to new ideas.
So ask yourself: is your content challenging the status quo… or just repeating it?
Want to Escape the Corporate Theater?
Start with one expert. One strong opinion. One unpolished, unsanitized take on a real issue in your market.
Then turn that into a clip, a post, a short video series—and let your audience hear the real voice behind your brand.
Because at the end of the day, people don’t trust companies. They trust people.
And if your “thought leadership” doesn’t reflect that, it’s just acting and the audience knows it.
