When it comes to thought leadership, content marketers want to talk about authenticity. However, other aspects of a thought leadership content strategy may be more important. Every leader works for it thought leadership content has heard the word One: authenticity.

The Oxford Dictionary defines authenticity as “of undisputed origin and not copy; original,” and to me, that's a given when it comes to a thought leadership strategy—but it shouldn't be the only thing you focus on.

In fact, I'd say there are more important aspects to focus on if you want thought leadership strategy to work in the long term for your personal brand.

In this article, I'll define what an authentic thought leadership strategy is, explain why it's not the only thing you should focus on, and show you which alternative approach will get you results optimal long term. Let's start with the basics.

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What is authentic thought leadership?

An authentic thought leadership strategy involves sharing genuine knowledge about your subject matter or industry of expertise.

It focuses on displaying personal values ​​along with action steps, showing a legitimate alignment between thoughts and actions. And as a strategy, it prioritizes authentic and honest interactions and communication, encouraging trust and accountability not only with their audiences, but also with their teams and stakeholders.

Isn't that what every leader aspires to be? That's why there's more to thought leadership than just authenticity.

Why not just focus on the truth?

While sharing original content is one of the fundamental pillars of thought leadership, it is not the only important aspect of it.

And here's why: Scientific studies show that the average person needs to hear the same message about two to seven times to take action. This concept became known as the seventh marketing rule. As the American writer Zig Ziglar says: “Repetition is the mother of learning, the father of action, which makes it the architect of achievement.”

This means that if you don't repeat your message enough times, all authentic thought leadership is lost in content oblivion. And worse: it means your content is unlikely to have a meaningful impact on your audience or stakeholders. People need to engage with your thought leadership messages multiple times for them to “sink in.”

All the effort (and money) you put into authentic content and a thought leadership strategy is wasted. Authenticity alone is not enough to make a lasting impact. without ENDURANCEyou can also blow up those carefully crafted pieces of content.

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Consistency is the new authenticity – here's why

Personally, I think consistency is the underrated aspect of most thought leadership content strategies. But it doesn't have to be.

Merriam-Webster determines consistency as “unwavering respect for the same principles, course, form, etc.” Sustainable leaders stick to the same principles every day. It helps define who they are and how they serve their community.

As studies show, messages need RECAPITULATION if they will be effective. Having a consistent message, then, leads to real and meaningful impact. And just like in any relationship, consistency builds a reliable foundation.

But that doesn't mean you have to repeat your message word for word or post the same content every week. Consistency is about evolution, not mindless repetition.

Instead of copying and pasting previous work, bring authenticity to every message, offering new insights and building on your previous content. This will help ensure that your audience grows into long-term followers and helps you achieve the ultimate goal of a thought leadership strategy: becoming a trusted industry resource.

This consistency can also manifest itself in a thought leadership strategy in several ways. It's not just about having an increasingly detailed content strategy that builds on your authentic message each week. Consistency matters too showing up for your audienceteam and stakeholders honestly, actively joining conversations, answering questions in a timely manner, and providing feedback when needed.

When you break your thought leadership strategy down into bite-sized pieces, working on them consistently, your message builds over time and your results last far longer than a single (and accidental) viral post.

Without consistency, your authenticity can lose its purpose, as you can bounce around ideas and projects. This will also make it more difficult to determine which parts of your thought leadership strategy are working and where the successes and failures are.

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Creating a sustainable thought leadership strategy

Thought leadership is a marathon, not a sprint: it takes time and constant effort. While the occasional viral post is a great motivator, it won't guarantee long-term success and a reputation as a thought leader.

Educate your audience consistently and they will return regularly for your advice. Stay true to your values ​​and principles and your followers will know exactly where you stand and what knowledge they will find.

Consistency used to be the forgotten brother of authenticity – but not anymore!