Many companies explicitly state they want to be thought leaders in their space. But thought leadership shouldn't be anyone's goal—it should be a byproduct of your goals. Bunny Inc.'s Jun Loayza frames how those formulating content strategy should be setting their sights:
Thought leadership can never be a marketing strategy in itself, but is merely the intended outcome of any resourceful and creative content strategy. Unsurprisingly, it is specifically high-quality, in-depth, and well-researched written content that can help companies establish themselves as thought leaders.
Thought leadership is a reward for quality content that provides your audience value. Focusing on delivering against your audiences' needs is what achieves your business goals as people come to love, expect, and embrace the valuable information that makes their lives better.
When it comes to crafting compelling content that can remain valuable to your audience over time, it pays to write something unique to your business and audience. (Check out great reasons to write for a niche audience here.)
Jun Loayza talks in greater depth about the primacy of written content below.