LinkedIn's thought leadership ads allow companies to sponsor posts from their executives, aiming to promote their expertise. This approach, however, misinterprets the nature of thought leadership, which should not be commoditized. Authentic thought leadership is about building trust and providing valuable insights for free, rather than engaging in transactional marketing. It emphasizes that true thought leadership is about being useful to the audience and serving their needs, rather than simply increasing visibility and virality.
Thought leadership is not a campaign. It's not a post. It's not a shiny new format for marketers to test. It's a philosophy and a practice rooted in generosity.
At its best, thought leadership is the long game of building trust by offering something meaningful and valuable-ideas, perspectives, frameworks-for free, in service of your audience.
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