TGL Trusted: Why Thought Leadership and Long-Form Content Still Matter (With Through Narrative)
Welcome back to TGL Trusted, a content series where we sit down with experts we trust to bring you deeper insight into the digital marketing topics that matter most. Last month, we teamed up with Savvy Sloth Strategies to break down how better project management leads to smoother campaigns.
This time, we’re focusing on a topic that often feels out of reach for small teams but holds big potential: thought leadership and long-form content.
To bring you expert perspective and practical insights, we collaborated with Ashley Dobson, founder of Through Narrative. Ashley’s storytelling expertise helped shape this post, reminding us that sharing your narrative strategically can build trust, inspire action, and amplify your mission.
If you’ve ever wondered whether your organization has anything “important enough” to say, or if thought leadership is just for big names with book deals, this one’s for you.
What Is Thought Leadership, Really?
“Thought leadership” can feel like one of those buzzwords that everyone throws around but no one quite defines.
So, let’s clear things up: thought leadership is the practice of sharing lived expertise in a way that adds value to others. It’s a tool for building trust, shaping conversation, and positioning your organization as a credible, confident voice in your space.
“Good storytelling leads to good strategy. Through narrative we can create and craft impactful work that inspires action.”
Examples of thought leadership include a featured blog post, a staff op-ed, or a panel appearance at relevant events and conferences. There are so many ways to step forward as a trusted voice in your space. All you need is a strong point of view and the willingness to share it with your audience.
Why Long-Form Content Still Deserves a Spot in Your Strategy
In a world full of hot takes and 10-second videos, it’s easy to think that long-form content is old news. But here’s the thing: depth still matters, especially when your audience is weighing on whom to trust and how to engage.
Long-form content, like blogs, op-eds, research summaries, or even podcast interviews, provides a space to:
Share your organization’s unique perspective
Offer clarity around complex issues
Build your reputation over time
The goal here isn’t virality, it’s resonance. In other words: You’re not just creating content. You’re building credibility.
As Ashley puts it:
“The metrics for success [in thought leadership] aren’t clicks or conversions, but rather engagement depth, relationship building, and reputation enhancement.”
- Ashley Dobson, Through Narrative
Common Pitfalls (And How to Avoid Them)
If long-form content feels intimidating, you’re not alone. Most of the organizations we work with have small teams and limited time — and many of Ashley’s clients do, too. That’s exactly why her work centers on helping people get strategic while taking their resources into consideration.
Here are a few common roadblocks to meaningful thought leadership, and how to move past them:
Don’t: Try to Be Everywhere
Do: Prioritize the platforms that match your goals and audience.
Just because a channel exists doesn’t mean you need to be on it. Focus your efforts on the outlets that will help your voice land in the right ears.
“When you’re in the thick of daily operations, it’s hard to pull back and see the bigger picture. But that’s what an effective communications strategy helps you do.”
Don’t: Wait to Feel 'Ready'
Do: Start before you feel 100% confident.
The truth is, most powerful thought leaders started by sharing what they knew—then refined their voices as they went. Clarity comes from action, not the other way around.
“It can feel so scary to put yourself out there as a thought leader... But no one knows your work as well as you do!”
Don’t: Treat Communications Like Marketing
Do: Understand the difference and use each strategically.
Marketing and communications are related but serve different purposes. Marketing is about promoting products or services to drive action. Communications, on the other hand, is about shaping how people understand your mission, values, and voice.
Thought leadership is a communications tool, not a marketing tactic. It’s about building relationships, trust, and credibility, not driving clicks or sales. Knowing the difference helps you approach each with the right mindset and measure success in the right ways.
What About AI?
No conversation about media and content strategy is complete without touching on AI. It’s everywhere, and Ashley’s take is refreshingly grounded.
Yes, AI can help with efficiency, especially for small teams. But it’s not a replacement for genuine insight.
“AI cannot replace your real thoughts and insights. It’s critical to maintain an authentic brand voice — even if you employ AI tools”
- Ashley Dobson, Through Narrative
In other words: Use AI to enhance, not erase. Your lived experience is still the secret sauce.
TGL’s Insights and What’s Next
Our partnership with Through Narrative is a great example of what can happen when you blend thoughtful communications with creative marketing strategy.
Ashley brings the editorial excellence, message development, and deep listening that builds strong communications foundations. At TGL, we amplify those stories through design, social media, and digital campaigns. The result? Impactful narratives that are both meaningful and measurable.
“No one firm or consultant has all the answers, but by combining strengths, we create more innovative, strategic, and effective solutions.”
For nonprofits and small businesses juggling a thousand priorities, this kind of cross-functional partnership means you don’t have to sacrifice quality for capacity. You can lead with confidence, share your ideas with clarity, and get back to the work that matters most.
Thought leadership doesn’t have to be loud — or perfect. It just has to be yours. Whether you’re starting with a blog post, a staff op-ed, or a panel appearance, there are so many ways to step forward as a trusted voice in your space.
And the ripple effects? Huge. Because when you share your story, you make space for others to learn, grow, and do the same.
Stay tuned for the next installment in our TGL Trusted series, where we’ll be teaming up with Dupont Circle Communications to dive deep into the power of op-eds, how they work, why they matter, and how you can craft one that gets noticed.
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