Far too many people dismiss thought leadership as a buzzword devoid of real substance, which is unfortunate — because it’s not just a buzzword. But, what is it really? When should you consider using it, and how do you balance the talent and experience of your team with the humility and authenticity that today’s audiences demand?

Related: How Thought-Leadership Content Can Help Your Company Attract Funding

Let’s start by getting on the same page with these four questions:

1. What is thought leadership?

At its core, thought leadership is a type of content marketing where you tap into the talent, experience and passion inside your business, or from your community, to answer the biggest questions on the minds of your target audience on a particular topic.

The source is not as important as the content. Thought leadership doesn’t mean a big name from a big school, it means you provide the best and deepest answers to your customers’ biggest questions in the formats your audience likes to consume them.

Thought leadership is a key component of content marketing, but it’s important not to fall into the unique-point-of-view trap. I have heard more than a few executives delay betting on content marketing by focusing on the unique point of view. They say, “There is so much noise in the marketplace. We can only compete if our content is differentiated.”

Your audience isn’t looking for your content to be differentiated all of the time. They are just looking for the best answers to the questions. Or as Bryan Rhoads at Intel likes to say, “You have to win the internet every day.” Of course you want to differentiate your point of view when it’s appropriate. Differentiate with your visual design. But mostly, differentiate by becoming an authority and by helping your customers with different types of content, every single day.

We have to be careful with how we use the words thought leadership though.Wikipedia actually calls it business jargon and defines it as content that is recognized by others as innovative, covering trends and topics that influence an industry.

Related: 5 Steps to Becoming a Thought Leader in Your Industry

2. When should you consider a thought leadership approach?

One of the best ways to establish authority on your topic is to produce deep research on the subject. You have to present a depth of knowledge that no one else has.

You also have to define all of your customers challenges, and define the best ways to overcome them. Many brands think this is an opportunity to talk about their products and how they are better, but this isn’t an effective approach. As soon as you start promoting yourself, your audience will start to tune out, and you will lose the trust you worked so hard to build.

3. What are the benefits of thought leadership?

The benefits of thought leadership start with brand affinity. By communicating thought leadership, you become part of the conversation early in the consumer journey. You allow your audience to get to know you.

Ultimately, thought leadership is one of the outcomes of a solid content strategy. And content is bigger than marketing. Leaders are everywhere. Expose your thought leaders, and you begin the process of becoming a social business — real people with real faces talking to real customers and buyers.

4. How do you create thought leadership that drives results?

Identify a topic that is closely associated with your brand. Are you an authority on that topic. A simple Google search can help you answer that question. Often we find that brands are not just competing with their direct competitors. You are competing with everyone. Anyone who publishes content in your space is competing for mind share and authority.

You also need to identify the questions your customers are asking. Identify them all, make a list and prioritize them. Answer those questions across multiple formats and multiple channels in a way that adds value to your audience. Start with the most important and work your way down the list. Seek to be the best answer to those questions.

Finally, create your thought leadership content in an engaging way. Viral cat videos and listicles are great, but you shouldn’t dismiss any content types that your audience might be interested in. You need to educate them, but we are all human and none of us mind a little humor. Use lots of examples, facts and quotes. I love the idea of interviewing customers to create content or curating content from other sources while adding your own perspective.

Your audience is looking for help. Are you willing to give it to them? And tell me, what do you think? What does thought leadership mean to you?

Related: 6 Reasons Why ‘My Way or the Highway’ Management Doesn’t Work Anymore