Though they are similar in some ways, there are also important differences between thought leadership and content marketing. A sustained thought-leadership campaign is more intricate, likely more impactful and more challenging to execute. Thought leadership takes dedication from an organization’s top leaders to be a consistent expert or willingness to take a stand on an issue the leader is passionate about and that resonates with the organization’s core audiences. Thought leadership programs focus on positioning leaders within an organization as authorities on particular topics, while content marketing focuses more on creating and distributing valuable content to attract and retain a target audience. Both strategies have their place within an overall public relations plan.