When thinking about marketing investments, CMOs often turn to content strategy and the latest trends in “thought leadership.” Unfortunately, the ubiquitous messaging about thought leadership has watered down the true value and meaning behind what it takes to be a leader who guides thoughts in an industry. It’s not about generating thousands of pieces of content — rather, it’s about peaking around the corner into the future and providing insight about what’s to come.

https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2020/10/19/how-to-use-the-barbell-strategy-for-thought-leadership/#6bda8cc42d78

By Yogesh Shah for Forbes
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