A series of emails or newsletters and then hopefully at the end of the ride a conversion. Fax Lists F*ck the funnel. Thought leadership is no longer about exchanging knowledge for someone's consent to be edited. Instead, focus more on building and substantiating your position as a thought leader. There can certainly Fax Lists be a process in which you collect old school leads, but as a thought leader in the making, your reputation as a leading provider is just as important. So ask yourself how you can add the necessary floor. You may need to use other techniques or resources. You may need to rely less on automated funnels and more in the people(s) behind the Fax Lists knowledge and innovation. And you may have to set up existing funnels differently, because you now want to achieve more than an average lead. Building on 'own land' With content marketing you normally try to build as much as Fax Lists possible on your own land. With your website as the pivot and in addition, for example, a newsletter list, webinars, a podcast, books, e-books or a knowledge base. Resources over which you have full control and where others Fax Lists do not determine what can be seen where and when. But precisely because thought leadership is all about building your awareness, reputation and brand experience, it is smart and necessary to piggyback on the resources and channels of third parties , such as social media, YouTube and presence on the platforms of others. This Fax Lists way you reach an extra audience and you have more contact moments. Therefore, consciously choose the option of writing guest blogs, Fax Lists distributing white papers elsewhere or organizing guest appearances in podcasts and video channels or more PR activities. The fact that you have to temporarily hand over control for this is a disadvantage. At the same time, the extra status and Fax Lists visibility that borrowed land provides can be significant enough to outweigh the drawbacks. Claiming thought leadership: have the guts! In my view, the pitfalls of claiming thought leadership are closely related. Avoiding one doesn't Fax Lists mean you don't run the risk of tumbling into the next. But with a little guts you can go a long way.