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7 Thought Leadership Content Examples and Why They Work

Sure, content is king. But not all content is created equal. 

As businesses strive to capture their target audience’s attention, cutting through the noise of all the mundane content out there is becoming increasingly challenging. That’s where thought leadership content comes in –– to position a company as a leading authority in its field. 

In this blog, we’ll explore some of the brightest and most up-and-coming thought leadership content examples demonstrating how different approaches, perspectives, and platforms can help break the mold and establish your authority. 

If you’re a B2B leader interested in playing around with thought leadership ideas and understanding the best way to infuse them into your marketing strategy, keep your eyes peeled.


  • Top of the Lyne and ScaleCrush stand out thanks to top-quality content and unique approaches: the former with fresh unconventionality and the latter with a free, comprehensive playbook.
  • Leah Tharin’s combination of industry knowledge and clear insights has earned her thought leadership status in her community.
  • Marie Kondo uses multiple platforms, including YouTube, to reach wider audiences and share her philosophy.
  • Etihad Airways leads the industry and promotes eco-friendly practices with a landing page dedicated to sustainable aviation.
  • Zendesk’s blog and Recur by Profitwell are goldmines of informative content and practical advice backed by in-depth industry knowledge and insider tips.
  • Experimenting with different content types, formats, and channels can help engage a wider audience and exhibit credibility as a thought leader in your field.

7 Great Thought Leadership Content Examples

Here’s a list of 7 incredible examples of thought leadership content to inspire your strategy:

  1. Top of the Lyne

With a wickedly one-of-a-kind approach to content creation and communication, Top of the Lyne has proven itself as a true game-changer in the Software-as-a-Service space, leaving its competitors in the dust. Who knew memes and gifs could be so effective at captivating and engaging an audience? (Hint: probably every millennial, ever.)

But that’s just the beginning –– Toplyne Labs exudes expertise with compelling case studies that demonstrate the effectiveness of its products and services. It’s no wonder they’ve earned a massive following, with thousands of subscribers to their Substack newsletter in just a few short months.

Screenshot of the Top of the Lyne website, depicting several popular features and their headline news

  1. Leah’s ProducTea

Ex-Microsoft whiz and now Head of Product at Jua.ai, Leah Tharin has some mean tech experience. Indeed, this is what gives her a particularly unique perspective on product-led growth. Her website and Linkedin are a treasure trove of examples of thought leadership content, including guides, courses, conversations, and beyond. 

A screenshot of an example of just one of Leah Tharin's free guides, this time to Growth and Organizational Scaling

Suggested Reading: How to Become a Thought Leader on Linkedin

But what also sets Leah apart is her ability to distill complex concepts into clear and concise insights that are easy for a wide audience to understand and apply. By sharing her expertise on her website and social media pages, Leah has become a trusted voice in the product management community. Her thought leadership content has become a must-read for anyone looking to grow their product-led business.

  1. Marie Kondo’s Youtube Channel

Marie Kondo is not just a tidying expert; she’s a force to be reckoned with in thought leadership. First, her best-selling book, “The Life-Changing Magic of Tidying Up,” coupled with her hit Netflix series “Tidying Up with Marie Kondo,” made her a household name. 

But now her impact goes beyond your closet, as she maintains authority on all things organization on socials, particularly YouTube. With millions of views, Marie has become a bonafide wellness guru, reaching wider audiences daily with her tips, philosophies, and pearls of wisdom.

Marie Kondo's YouTube channel homepage showcasing all her press work on various talk shows, documentaries, and events

As a result, Marie’s influence now stretches as far as the boardroom – she’s a sought-after consultant for companies looking to optimize their processes, boost efficiency, reduce waste, and create more meaningful experiences for their customers. How’s that for a thought leadership content example?

  1. Etihad Airways in Sustainable Aviation

It will not have escaped the attention of globetrotters among you that Etihad has become a trailblazer in the aviation industry, leading the charge toward sustainable travel.

The airline has cemented its thought leader status by creating reports, offering rewards, and sharing bite-sized information linked to its Sustainable Aviation landing page

From their eco-friendly amenity kits to their use of biofuel, Etihad proves that sustainability can be integrated into every aspect of air travel. And, we suspect, many consumers will follow their lead.

Screenshot of Etihad Airways' Sustainability Landing Page showing several of the airline's key eco-friendly initiatives

  1. ScaleCrush’s Growth Playbook

ScaleCrush is on a mission to revolutionize the world of digital marketing with its Growth Playbook – a comprehensive guide to scaling your business.

Their thought leadership is evident in the sheer level of detail provided in their playbook, which audits existing content and offers step-by-step instructions for newbies starting in content creation. ScaleCrush understands that the key to successful growth is a solid content strategy, and its playbook provides all the necessary tools to achieve this.

Screenshot of ScaleCrush's playbook for businesses looking to improve their content marketing

So, it’s true what they say: no one likes a gatekeeper. By sharing its extensive expertise in a specific area, ScaleCrush is simultaneously establishing itself as a thought leader and paving the way for businesses of all sizes to succeed through effective content marketing.

  1. Zendesk Blog

Zendesk’s blog is the holy grail of customer service and support content, setting the standard for informative and actionable posts that provide real value to their readers.

Screenshot of Zendesk's blog and a helpful article posted there for readers in the customer support industry

Not only do they cover educational topics, but they also offer personal insights and opinions that are relatable and engaging. With over 100,000 readers a month, clearly Zendesk is doing something right. 

They have well and truly made a name for themselves as thought leaders in the industry, providing valuable information and expert advice in customer support.

  1. Recur by Profitwell 

Recur by Profitwell has declared itself “the only media network dedicated to the world of subscriptions.” But it’s not great simply because it’s the only one out there – it truly is a goldmine of industry knowledge and insider tips.

Why does Recur deserve to be on this list of thought leadership examples? Because it deep dives into everything SaaS and tech-related, its articles provide insights into what works and what doesn’t. It also offers opinions on how certain companies could have outlived their competition.

Screenshot of Recur by Profitwell's website with an invitation to subscribe to their service

Their content is backed by research and data, making it both informative and engaging. For example, the recent piece about successful sales development with Lars Nilsson or how Zoom beat Skype in the verticals game.

Screenshot of one of Recur by Profitwell's pieces about building a premier marketing team, with industry expert Tara Robertson

The key takeaway?

Each example of thought leadership content mentioned above works well because they lend unique perspectives, valuable insights, and actionable advice that resonate with their audiences. Each brand has the potential to establish themselves as experts in their respective industries and provide thought-provoking content that drives engagement and builds trust with their followers.

Looking to build authority in your industry? Check out Wizeo. Our subject matter experts can knit together insightful thought leadership pieces that’ll 10x the impact of your content.


  1. How do you promote thought leadership content?

    Thought leadership content can be promoted through various channels, including social media, email newsletters, webinars, podcasts, speaking engagements, and partnerships with other industry leaders or publications.

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