Craig Badings offers up the origin story of content marketing. Timely and enjoyable read that spells out why we're bombarded with so many white papers these days (mostly in exchange for an email address and subsequent spam). I agree with the distinction between useful content and thought leading content. In fact, my only qualm is that 'contsumer' deserves a rethink--interesting concept but ugly-sounding term.
It's 100% correct that sales, marketing and communications teams must all pitch in to make thought leadership work.
Calling out the 'whacky' Blendtec videos as entertaining but not thought leading is dead on. It makes me wonder whether thought leadership can be humorous. Any one have a good example of fun thought leadership?