Sustainable marketing

Five steps to becoming a great thought leader

February 2025

Thought leadership isn’t about making the most noise - it’s about having something worth saying.

Real thought leadership requires adding value to the broader industry conversation by offering fresh insights, addressing key challenges, or sparking discussions that drive the sector forward. Do this well, and you’ll not only build credibility but also attract the right audience - and the right opportunities - along the way.

We know that identifying what makes a great story can be tricky, especially with increasing competition. But we’ve helped our clients pinpoint where they can excel, crafting stories that cut through the noise and create real impact. So, if you’re looking to become a thought leader but aren’t sure where to start, here are five considerations to get you off the starting blocks.

1. Own your hero theme

Rather than chasing every trending topic, true thought leaders carve out a distinct space for themselves, consistently exploring a specific area from different angles to provide valuable insight. Find one overarching theme that aligns with your business, commit to it, and make it your bread and butter.

Take our client, Tarkett, as a prime example. Motivated to help interior designers see the world through neurodiverse eyes, they approached the topic with sensitivity while establishing themselves as a thought leader in the field. After conducting extensive research to fully understand their theme, they created the Human Conscious Design Principles Guide - offering key insights and practical design guidance - supported by a virtual reality headset. This groundbreaking technology secured them a presence at leading industry events and significant award wins, reinforcing their authority in the space.

Green Rush Reality webinar (thought leadership blog)

2. Amplify your voice

Stay on top of the biggest conversations in your industry - what are the key themes in event programs and panel discussions? If a topic is gaining momentum, how can you offer a fresh perspective that no one else has considered?

Beyond attending key industry events and awards, consider hosting your own webinar or panel discussion. At Hattrick, we’ve done exactly this, covering everything from navigating greenwashing (while showcasing our research with the Carbon Literacy Project) to orchestrating an all-female panel discussion on working proactively with AI. By bringing together other experts, we’ve added weight to our own insights, established new partnerships and extended our social media marketing reach.

3. Leverage awards for credibility

Winning an award is a great way to prove you’re a stand-out industry player, but with so many awards and categories available, it’s important to be strategic about where you plough your time, money, and effort.

Identify awards that most strongly align with your core purpose and hero themes. Consider how an award win could benefit your business - and, most importantly, whether you have a strong chance of meeting the winning criteria. Once you’ve found and prioritised the right opportunities, approach your award entry with the same strategic mindset. Crafting a winning submission takes time, so don’t leave it to the last minute. If you’re finding it hard to shout about your successes, working with an agency experienced in award writing can help you secure the recognition you deserve. You can read more about our approach to award writing here.

Planning pexels photo (thought leadership blog)

4. Plan proactively

Effective thought leadership doesn’t happen by accident - it requires a plan - and not just at the outset, but one that evolves over time. Keeping constant tabs on opportunities while managing other business objectives can be tough, so working with an external partner can help ensure you show up in the right places at the right time.

An agency can help map out your goals, identify key moments to contribute to industry discussions, and develop a content strategy that maximises your impact. They can also drive ongoing PR opportunities - securing media placements and creating compelling content that positions you as a go-to expert in your field.

5. Collaborate to strengthen your message

Once you’ve developed strong insights, how do you ensure they reach the right audience? Collaborating with other industry experts - both within and outside your existing partner ecosystem - can add credibility, depth, and reach to your message.

For example, we helped Jubb build relationships with some of the data centre industry’s most influential players, strengthening their positioning and opening up opportunities for meaningful discussions. The more perspectives you incorporate, the more well-rounded and impactful your message becomes. Whether through guest articles, co-hosted events, or joint research projects, collaboration can amplify your voice and reinforce your authority.

Thought leadership isn’t built overnight, but by focusing on these five steps, you’ll be well on your way to shaping conversations, influencing your industry, and positioning your people as trusted experts to turn to. Find out how we can help here.