Does Thought Leadership Actually Convert? In this episode, I talked to Animalz's Director of Marketing to share his thoughts on why do they ONLY do "thought leadership" content. About Ryan: Ryan is the Director of Marketing at Animalz, an agency that provides high-end content marketing solutions to SaaS and tech companies. Ryan shared: 2:13 - The story about how & why they went with thought leadership from the beginning 6:05 - What kind of thought leadership Animalz writes? 10:11 - What is his process of writing the content writing & ideation? 12:42 - How does Animalz engineer content virality? 15:36 - How do they convince clients to write about thought leadership content? 18:56 - How should you think about thought leadership content when you don't have personal experience? 19:24 - At what stage should you choose thought leadership and commodity SEO content? 21:46 - How to promote content without being too promotional? 24:13 - How to compete with amazing substack writers who sometimes do better jobs than we do? Key links Ryan's Twitter ProfileOn thought leadership contentCopycat contentThe idea farmThe second-mover advantageContent maturity model Please leave a review for the podcast if you are a regular listener. Subscribe to the newsletter to get exclusive podcast notes and mindset-changing growth marketing mental models and stories in your inbox.