Elevating Leadership Through Content Marketing: Lessons From Industry Leaders

Written by Xerolag Team

thought leadership

Thought leadership is a widely used term that describes the ability of someone to influence the opinion of others on a given subject. It has become an essential skill in today’s society. The ability to articulate and defend a point of view, and to persuade others to accept it, is a valuable asset.

At its core, thought leadership is about being an expert in a particular field or topic. It’s about having a deep knowledge and understanding of the subject, and being able to provide sound, informed advice and guidance. 

Thought leaders are seen as authorities, and their opinions carry weight with their audiences.

At the same time, thought leadership is about more than just having knowledge about a subject; it is about being able to communicate that knowledge effectively and persuasively. Thought leaders must be able to articulate their ideas clearly and to explain them in a way that their audience can understand. 

From thought-provoking blog posts to eBooks, infographics and whitepapers, there are numerous ways to create content that promotes thought leadership. What does thought leadership look like in action?


One such example is Apple. This tech giant has seen incredible success since launching in 1976, and their content marketing strategies have helped them remain one of the most recognizable and iconic brands around the world. Apple’s content marketing strategy is heavily focused on the customer experience, with their website and social media content emphasizing their products’ features, capabilities, and ease of use. 

One of the most successful strategies has been leveraging their vast library of music and creating content around it. Apple Music features exclusive artist interviews, music videos, playlists, and other content that engages the audience. Each piece of content has a different approach, so it’s easy to keep followers of Apple Music interested in what’s new.

Apple has also used their content marketing strategies to highlight their innovative technology. Videos and articles highlight the newest features of products like the iPad Pro or the Macbook Air and educate potential customers about the benefits of each device. Apple’s content marketing team also produces infographics and other visuals to further explain the technology and make it more accessible to the public.

A recent addition to Apple’s content marketing strategy has been their use of live streaming events. Apple has held several livestreams for product launches and events, allowing their followers to view the unveiling in real-time and participate in the conversation with other fans.

The company has also released videos and articles featuring customer stories, showing how their products have helped improve people’s lives. These customer stories have been an effective way to establish a connection between Apple and its customers.

Apple has been creating content that is both informative and entertaining to help spread the message of their brand. With a mix of music, technology, and customer stories, Apple has managed to create engaging content that keeps people coming back for more.


Although they have only been around since 1994, Amazon has quickly grown to become one of the most valuable and recognizable brands in the world. Their content marketing strategy is heavily influenced by their mission to “make life easier for customers.” 

Amazon has used an array of content marketing strategies to increase its brand awareness and attract new customers. One of the many content marketing strategies it employs is the use of multimedia content such as videos, images, and podcasts. These types of content have enabled Amazon to engage with its customers in a variety of formats, making it easier for customers to access content relevant to their interests.

Amazon has also diversified its content offerings. For instance, they launched an original streaming platform called Amazon Prime, which has attracted millions of subscribers. Additionally, the company has invested in eBooks, podcasts, and exclusive audio content, further increasing their reach to subscribers.

In more recent years, the ecommerce giant has used influencer marketing extensively. Amazon has signed a number of high-profile influencers to promote its products, creating a sense of trust and familiarity between the company and its customers.


Another great example of a thought leader is Nike. This iconic brand has been at the forefront of the fashion and sports worlds since 1972 and their content marketing initiatives have helped them remain a top player in both industries. 

Nike’s content marketing strategies focus on inspiring and motivating their customers by showing the power of sport and emphasizing the importance of self-growth and progress. 

Their strategies have evolved over time to better meet the needs of their target customers, focusing on creating content that is both informational and inspiring, allowing them to connect emotionally with their audience and build brand loyalty.

As part of their content strategy, Nike has been active in social media and has used several platforms, such as Instagram and YouTube, to share stories about their athletes and products. The company has also made use of influencers to promote their products, which has been a successful strategy.

Nike has collaborated with other popular brands to create content that not only promotes its own products but also supports its partners. For example, Nike has released a series of videos featuring Buzzfeed influencers to support its #JustDoIt campaign. This type of content marketing has been effective in engaging customers and creating positive brand associations.


Content marketing is a great way for brands to build their thought leadership credentials, as well as engage with customers. This method of marketing allows brands to create valuable content that can help to build relationships with customers, while also promoting their products and services. Investing in content marketing that resonates with their customers means that thought leaders will continue to drive the conversation and set the bar for their competitors.