Thought leadership. It’s become a buzzword amongst marketers over the past few years, but what does the term mean?
Well, real thought leadership isn’t just about who can write the flashiest LinkedIn posts or who can write the most articles on their company blog. Instead, it’s about demonstrating your genuine expertise and insights that can help others navigate complex topics more quickly.
The whole idea of it being leadership means that the comments should be original and provoking, but they should also be simple enough for most people to follow along. Finding this balance is not easy in the cybersecurity space, which can be about as complex as it gets.
Be that as it may, real thought leadership in the infosec space, when done right, can transform how your company is perceived, who wants to work with you, and ultimately, your bottom line. With this in mind, the following will break down five ways you can transform how your company is perceived, who wants to work with you, and, ultimately, your bottom line.
1. Share Original Research That Actually Matters
If you’ve got access to unique insights or interesting information that others might care about — share it! Unless it’s some sort of trade secret or if it would compromise your competitive advantage, you need to be loud about what you’re seeing unfold in the industry. If you’re actually an expert, people want to know your take.
Your company handles thousands of security incidents, patches vulnerabilities, or monitors threats across various business environments. This gives you a goldmine of information that can be transformed into valuable content.
- Analyze trends from your client base (anonymized, of course)
- Publish quarterly or annual reports on emerging threats you’ve observed
- Create infographics that simplify complex security concepts
- Survey your clients about their most significant security challenges and publish the findings
The key difference between forgettable content and thought leadership is originality. Don’t just rehash what everyone else is saying — contribute something new to the conversation based on what you’re actually seeing in the field.
2. Take Bold (But Informed) Positions on Industry Issues
If you really want to be a thought leader, you can’t just play it safe all the time. You need to be willing to take a stand, even when it might ruffle some feathers.
You may think a popular security framework has critical gaps. Or you may believe the industry is overreacting to one threat while ignoring another. You may have a different take on recent legislation that might surprise your peers.
- Publish opinion pieces that challenge conventional wisdom
- Host webinars where you debate hot topics with other security professionals
- Write response articles when major security events occur
- Create content that takes a clear position instead of sitting on the fence
Just remember: bold doesn’t mean reckless. Base your positions on evidence, experience, and expertise. Your goal isn’t to be controversial for its own sake but to start meaningful conversations.
3. Get Your News in Front of the Right Eyes with Press Releases
Getting featured in top infosec publications isn’t about luck. Do you ever browse cyber news sites and wonder why you see the same brand names and founder mentions? That’s down to strategy. And one of the most overlooked tools to get you there is the humble press release.
But not just any press release. The cybersecurity media landscape is saturated, and journalists are bombarded with generic announcements daily.
You should put together releases that catch the attention of journalists and key stakeholders in your industry.
- Focus on newsworthy angles (major vulnerability discoveries, significant research findings, innovative solutions to pressing problems)
- Include original data or statistics that publications can cite
- Connect your announcement to current events or trends
- Offer exclusive quotes from your technical leaders, not just marketing speak
- Follow up with personalized pitches to journalists who cover your specific niche
All of the top publications out there are always looking for cyber news to feature. But they don’t want fluff. A well-crafted press release can be your ticket to getting featured, especially if you’re addressing issues their readers genuinely care about.
If you’re looking for inspiration on what kinds of angles are newsworthy, take a look at some cybersecurity press releases that have already recently been published. This will also give you a feel for the tone and format that journalists like to cover.
4. Build a Personal Brand for Your Technical Leaders
Maybe the most crucial distinction to make here is that it isn’t companies that become thought leaders…people do. The most successful companies in any market tend to have key figureheads who are visible, vocal, and not afraid to state their opinions. Just look at Steve Jobs at Apple, Elon Musk at Tesla, or practically any other major tech CEO/Founder.
- Learn how to build a personal brand
- Help your CTO, CISO, or security researchers build their personal platforms
- Get them speaking slots at major conferences
- Create a company blog where they can showcase their technical chops
- Support them in contributing to open-source projects
- Encourage them to engage genuinely on platforms like Twitter/X and LinkedIn
Authenticity matters a lot here. Your technical leaders should share their expertise, not just read from marketing scripts. Their credibility will transfer to your brand — but only if it’s genuine.
5. Create Educational Content That Actually Teaches Something
Oftentimes (especially in tech-heavy sectors), businesses just end up creating content for its own sake. They know it’s something they should be doing and that SEO is probably essential, but if they are honest, it’s all a bit of an afterthought.
What does this result in? Shoddy content that doesn’t offer much value to anyone. If you want to be seen as a thought leader, you need to help people get better at their jobs, and above all, you need to make people… THINK.
- Create in-depth tutorials that show the value of your applications
- Create easy-to-follow guides that startups can follow to improve their security
- Host free workshops or webinars where you can get deeper into topics and even host AMAs
- Build free tools that help security professionals solve everyday problems
The best thought leadership doesn’t just tell people what to think — it gives them the skills and knowledge to improve. When you genuinely help security professionals level up their capabilities, they’ll come to see you as a trusted authority.
Final Thoughts
Maybe the best way to think about thought leadership in cyberspace is not as just another marketing tactic but a way for you to enrich the industry and elevate everyone else’s knowledge.
The companies that succeed don’t just appear like they know it all; they actively contribute to advancing security practices. They share what they know, admit what they don’t, and keep learning alongside their community.
So yes, implement these five strategies. But remember that authentic thought leadership isn’t manufactured — it’s earned through genuine expertise and a willingness to share it generously with others.
