These are the pieces that establish you as a subject matter expert and/or as a company. Thought leadership can come in the form of articles, ebooks, guides, infographics, white papers, etc. However, the format and topic can vary, depending on a variety of factors. What you want buyers to walk away with after reading any of these pieces, is that you have a solid understanding of the market, the industry, the business, and, of greatest importance, the solutions to address their business challenges. Thought leadership shows that you’re not simply another company doing what thousands of other companies do, but that yours is a standard-bearer of invaluable insights and educated opinions on the topics that are currently challenging the buyer. The more convincing those insights and opinions are, the more you’ll instill confidence in the mind of a potential buyer that you’re, at the very least, worth considering.