I’ve been thinking about thought leadership lately.
Many smart people, including venture capitalist Brad Feld and Marketo cofounder Jon Miller, equate content marketing with becoming a thought leader.
Personally, I’ve never liked the term. It signifies some exalted guru status, and my 15 years of online content marketing suggests something much less exclusive.
Anyone can achieve business authority with content, if they truly want to. I’ve done it in several industries, starting as a complete unknown in each.
Still, when smart people speak, I listen. I decided to dig a little deeper into the concept of thought leadership, especially since I don’t think I’ve ever mentioned it before on Copyblogger.
Turns out the term “thought leadership” was coined back in 1994 by Joel Kurtzman, editor-in-chief of the Booz Allen Hamilton magazine Strategy & Business (a content marketing publication itself). Kurtzman used the term to refer to people “who had business ideas which merited attention.”