Two of the four areas of Strategic Simplicity℠ that I help my clients with are market and decision simplicity. This means making it easy for customers to understand your business and decide whether to do business with you.
This is important because we are no longer in the Information Age—we are in the Attention Scarcity Age. Everyone is bombarded by messages and drowning in information.
Nobody wants to sit through boring commercials or complicated spiels, but they will watch "infotainment"—non-promotional content that both entertains and informs.
This is what thought leadership is all about. It means considering yourself as an expert, and creating content ( articles, blog posts, videos, podcasts, etc.) that provokes, informs, educates, and entertains your audience—as opposed to simply creating advertising.
The content you produce and give away should have only one goal: adding value to the person consuming it. It should never directly self-promote. Ideally, it should be so valuable that your audience would have gladly paid for it.