There’s one big no-no when it comes to thought leadership: It can’t be self-promotional.

Here’s a collection of formats and tactics to help you get the most mileage out of the energy you put into sharing your ideas.

Two things constitute voice: the stories a person tells and the style with which she tells them. It’s the ghostwriter’s job to get both elements onto the page.

Quiet people often have the most interesting things to say. Both this can be a dilemma when it comes to promoting thought leadership. 

To some, “thought leadership” is just another marketing buzzword without any real meaning or usefulness. But I disagree. 

The quality of the ideas put forward is what determines whether or not a piece of writing is thought leadership.