How to Promote Thought Leadership Content: 9 Successful Examples

Team Pepper
Posted on 1/02/225 min read
How to Promote Thought Leadership Content: 9 Successful Examples

Table of Contents

  • 9 Brilliant Thought Leadership Content Examples
  • Key Takeaways 
  • Conclusion 
  • FAQs

There is a ton of content out there, and you can never be sure if your voice is heard over the din. The trick lies in how you promote thought leadership content that can help you establish your name as one to reckon with in the market.

What Does Thought Leadership Add to Your Brand?

Thought leadership means going the extra mile, and thinking beyond ordinary blog posts created solely with marketing as the primary purpose. Instead of dwelling on how to promote your blog, you can spend precious time creating high-quality thought leadership content that’s informative and useful, and you automatically become the leader people want to follow.

Thought leadership content gives your company enough press exposure to attract new opportunities. LinkedIn research indicates that 58 percent of business leaders spend more than an hour every week reading thought leadership content.

9 Brilliant Thought Leadership Content Examples

If you want to learn how to promote content revolving around thought leadership, take cues from the following thought leadership content examples. 

1. The Forecast by Nutanix

Nutanix, the cloud computing company, publishes an online magazine The Forecast carries cloud-related news and ideas, and the impact the latest trends, technologies, and people have on the cloud computing industry.

The Forecast’s content is conveniently split into categories like business, industry, profile, and technology. Besides presenting the latest news and stories on cloud technology, data center management, and IT infrastructure, it also discusses digital transformation and business management. The magazine also carries interviews with high-profile individuals who make up the company’s core global team. To promote thought leadership better, the magazine includes interesting videos and podcasts that present key ideas in a nutshell.

2. First Round Review by First Round Capital

First Round Review, published by venture capital firm First Round Capital is an excellent example of thought leadership content that shares valuable information with budding technology entrepreneurs. The online magazine shares ideas, the industry’s best practices, and advice from top technologists and venture capitalists. They also publish interviews and real-time experiences from companies, which has helped drive traffic.  

3. Redshift by Autodesk

Although the software company’s blog is named after a scientific phenomenon (objects travelling through space), the content is related to various domains, including manufacturing technology, sustainability, infrastructure, construction, and architecture. The blog was originally meant for small business owners; however, it became so popular that it was appreciated by businesses of all sizes.

Redshift is pretty futuristic in its approach, and the content focuses on modern technology like machine learning, robotics, and generative design. The blog caters to a wide audience, and readers are encouraged to follow their favorite authors.

4. The DivvyHQ Blog by DivvyHQ

DivvyHQ is a content marketing platform that believes in leading by example. Its blog presents advice, valuable tips, and case studies. DivvyHQ’s content management platform is an excellent place to automate and streamline content using modern tools.

Its content dwells on the intricacies of automating content marketing, and educates readers on how they can systematize content management to come up with a winning strategy. The brand practices what it preaches, and establishes itself as a name to contend with in thought leadership content.   


5. Microsoft Story Labs by Microsoft

Storytelling, according to Microsoft, is the key to success in content marketing. No wonder the company decided to call its blog “Story Labs”. It features news on Microsoft’s latest product releases, initiatives, and events, strengthening an already-established brand through its thought leadership content presented as stories. The stories published on the blog include details of its many sustainability initiatives too.

6. Grow by Acorns and CNBC

Investment app Acorns publishes Grow, a personal finance and investment blog, and publishes investment advice from authoritative sources. The investment app collaborated with news giant CNBC to form a team of experts that create and share informative content that educates people on money management.

Grow spans topics, such as the importance of savings, living a debt-free life, and earning a comfortable income, which makes it one of the best publishers of thought leadership content. This is easily one of the best thought leadership content examples out there.

7. Insights by Optimizely

Insights is an appropriately named digital publication that strives to motivate its customers to gain in-depth knowledge about data and digital experiences. Published by digital experience platform provider Optimizely, Insights is all about what makes the best brands in the world tick, and how they create excellent customer experiences worth emulating.

Its team of “blog experts” shares valuable information about topics such as derived data, digital project management, and more. 


8. Zendesk Blog by Zendesk

The blog published by Zendesk dwells on topics relating to product design, building relationships with peers, sales management, digital trust, etc. Zendesk publishes content meant for the general public, and not just for its customers, which is the best thought leadership content by any standards. The articles published on the blog are useful and informative, and hardly have a sales angle.

9. Business Cloud Blog by Intermedia

Intermedia is another cloud company that has a blog to share the latest news, cloud security advice, and case studies of successful businesses that owe their success to cloud technology. Its blog focuses on trending topics that their audiences love and share promptly. A few topics include cloud-based communications and data, phone systems, UCaaS solutions, and more.

Key Takeaways

  • Businesses don’t have to create sales-centric content all the time. 
  • Producing informative and educational content serves a useful purpose and enhances the online visibility of a brand.
  • Knowing how to promote thought leadership content is essential if you want to gain greater traction online.
  • The best thought leadership content examples are informative and elaborate, and focus on the needs of the reader.


Thought leadership is slowly gaining ground, as businesses realize the importance of educating their customers. Although most of the above examples are of established brands, even small companies can promote thought leadership content to share valuable information. In short, sharing interesting and educational content can reap many rewards. 


1. How can I promote thought leadership content?

It is easy to build your reputation as a thought leader through your blogs. Consider writing business blogs to promote thought leadership online. You can publish your blogs on LinkedIn, which is one of the largest social media platforms catering to professionals around the world. Other than this, you can promote thought leadership via podcasts, research-based articles, business and networking events, newsletters, and guest posts.

2. How do I go about writing a thought leadership blog?

The trick lies in focusing on elaborating what you know in a blog. You must address real issues in your niche, especially related to business. Before you start writing, do thorough research on the topic, and always back your claims with factual data. Thought leadership content examples include pieces that focus on storytelling and avoiding unnecessary hype.

3. How can I display thought leadership?

Sharing your knowledge through thought leadership content is a great way to start. You can also share valuable information on social media. 

4. What is the meaning of a thought leadership strategy?

When you adopt a marketing strategy that focuses less on engaging content just for the sake of selling, and more on content that portrays you as an expert in your field, it’s considered a thought leadership strategy. The idea is to set the ball rolling by answering questions posed by the target audience, and promoting a healthy exchange of ideas.