Welcome to Day 18 of the Best of YAP 2024!

Our team’s taking a little holiday break, but don’t worry—we aren’t going anywhere.

Because over this holiday period, you’ll be treated to one of our fave articles in your inbox each day.

So whether you’re sitting by the fire with a warm cup of cocoa (lookin’ at you, Northern hemi folks), or hitting the beach (for those of us having a summer Christmas), you can catch up on some reading and remind yourself of what a wild year 2024 was.

Catch ya in 2025!

- Charlotte, Editor ♡

6 Ways to Build Thought Leadership (without sounding like a douche)

Calling oneself a 'thought leader' can feel like a badge of honour for some… and a glaring red flag for many.

It’s the marketing equivalent of someone walking into a room, announcing they’re the best thing since sliced bread, only to find out they’re more of a gluten-free fad made of LinkedIn carousels.

But here’s the kicker:

Genuine thought leadership can be a powerful strategy that builds trust, engages audiences, and positions brands as industry frontrunners.

The challenge? Navigating this space without coming off like you’re just trying to sell your big ol’ ego.

So, how do you craft a thought leadership marketing strategy that adds value rather than more noise to an already overcrowded space?

Here are 6 actionable tips to help you shine—without the self-congratulatory cringe.

1. Focus on value over ego.

The foundation of thought leadership should be providing value to your audience.

Ask yourself: What insights can I share that genuinely help my audience? Are there challenges they face that I can address with my expertise?

Instead of shouting 'Look at me, I’m the best!' aim to offer solutions and insights that resonate with your audience’s needs.

Pro tip: Use surveys or social media polls to understand the topics your audience cares about. This not only provides direction but also positions you as someone who listens, rather than just another loud voice in the void.

2. Craft a unique perspective.

Everyone has an opinion, but not everyone’s opinion matters. Harsh? Maybe. True? Absolutely.

What sets you apart? Your unique experiences, insights, and perspectives can provide fresh angles on familiar topics. Instead of rehashing what others are saying, dig deeper into your personal experiences or niche expertise.

Avoid the douche factor: Skip the platitudes and generic statements. Instead, share anecdotes or data that highlight your viewpoint. Authenticity is key—your audience will appreciate the realness over a rehearsed script.

[Keep reading]

-Sophie, Writer