For marketing to work at maximum efficiency and effectiveness, the content marketing or PR workflow needs to be set up with trust in mind. Everyone who touches the Google doc needs to believe that the people who wrote and edited the byline, blog post, or social content before them are expert writers who are not only probably better writers than they but also better acquainted with industry best practices, journalistic norms, and content marketing strategy.

Thought leadership content empowers companies and individuals to build reputations as experts, grow audiences, and drive revenue. But many would-be thought leaders fail to follow best practices.