Advice for writing your next thought leadership article

Thought leadership content can be a very powerful marketing tool that can help you build credibility, generate brand awareness, and boost your public profile. 

But you’re not just competing for the time and attention of those in your field, you’re also competing against everyone else doing the same. As well as a myriad of other content marketing offerings.

So, this poses the question, how do you write a thought leadership article that people will actually read and share?

Here are seven tips to help you get started on your next piece of thought leadership.

 

Choose a relevant topic

 

Point one really goes without saying. Your piece should be about something that is relevant to your target audience. But this can be easier said than done.

Within the industry, particularly within more niche industries, it can be relatively easy to land upon a relevant topic. But don’t be deceived by this relative ease. What you want to avoid is repeating the same thoughts and sentiments that others already have done. 

Take the time to research trending and upcoming topics. But also take the time to see what others within your industry are saying. 

Equally, you want to focus on areas that are within your field. Stray too much outside of your area of expertise and you run the risk of damaging your reputation and credibility.

Find inspiration from others 

 

Inspiration can come from many places and often, thought leadership can come from the existing content of others. 

If you find a piece of thought leadership from someone within your industry it may strike inspiration in a couple of ways.

You may find an article which you wholeheartedly agree with, but you feel that there are still points to be made. In this case, consider how you could prepare a follow-up piece from your own point of view. Be sure to credit the original source, praise where praise is necessary and add your own take and insights where you can.

The other side of this is finding thought leadership that you disagree with entirely. You may feel inspired to respond in kind but know that this is a fine line to tread.

In situations such as these, always look to be constructive. Consider your points carefully and approach the subject with tact and decorum. Intellectual piety doesn’t look good on anyone. 

 

Provide real-world problem-solving

 

This is one of the fundamental purposes of thought leadership. Your ideas and insight need to be offering real-world solutions to actual problems. 

Try to offer new insights and solutions to particular challenges where you can. If there is no solution, be open about that. 

If you can back up your insights with data and results, even better. Showcasing your track record for problem-solving, in the real world, will add a degree of experience and gravitas to your thought leadership. It also shows your audience that you have the right answers to their questions and problems. 

Establish your credibility and show them that you’re an expert in your field.

 

Tell a story 

 

Really great thought leadership doesn’t just present a problem and then a solution, it builds a whole narrative arc.

Two of the great producers of thought leadership content are Brene Brown and Simon Sinek. These are names you’ve likely heard many times… and for good reason.

What makes them different is their ability to convey thought leadership through storytelling. Whether that is through books, podcasts, live speaking, videos or even just social media snippets. 

Both Sinek and Brown are excellent at taking the viewer, or reader, on a narrative journey. They don’t speak down, they don’t lecture, and they certainly don’t just present a problem and then offer a solution. 

Consider how you can use your knowledge and experiences to deliver your thought leadership as a story. 

 

Be clear. Be Concise.

 

It goes without saying that your thought leadership should have clarity. While storytelling can be a fantastic narrative structure, it’s important to not get too caught up in it.

Particularly with written thought leadership, the aim is to take your reader on a journey that engages and inspires. But if you’re too slow off the mark, then you’re going to lose the interest of your reader.

Remember, every word counts. Use them wisely. 

 

Offer clear actions

 

People consume thought leadership for inspiration and action. So, give your readers just that.

You want someone to come away from seeing your thought leadership with a fresh perspective and some actionable ideas on what they can do differently. But try not to overload your content with problems and solutions.

It can often be counterproductive to load up a piece of content with issues and answers to everything. Stick to no more than three key points and you’ll keep the attention of your reader and keep them coming back for more. 

 

Publish and promote

 

Once you’ve written a piece of content, what do you do with it?  Simply putting on a website isn’t going to cut it. You need to get your ideas and insight out to your target audience.

Consider using long-form LinkedIn posts, or shorter forms with a link to the full article – which will help direct traffic to your website. Also consider the various marketing tools at your disposal. If you have a business newsletter, incorporate your thought leadership into that.

If you’re looking to build your reputation through long-term thought leadership, then taking a more campaign-focused approach will help. Speak with your PR terms to build strategies around paid social media activity, as well as look to secure earned and paid thought leadership spots in key media. 

Here are some additional tips to help you write a great thought leadership article:

• Start with a strong headline. Your headline is the first thing people will see, so make sure it's attention-grabbing and clear.
• Use keywords throughout your article. This will help people find your article when they're searching for information online.
• Break up your text with subheadings. This will make your article easier to read and scan.
• Use visuals to illustrate your points. This will help keep your audience engaged and make your article more visually appealing.
• Proofread your article carefully before you hit publish. This will help you catch any errors and ensure that your article is polished and professional.

Writing a thought leadership article takes time and effort, but it's worth it in the end. 

Thought leadership articles can help you build your brand, generate leads, and boost your business. So, what are you waiting for?