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Thought leadership content is crucial for establishing expertise in a specific industry or field and building relationships with potential customers.
It can also fuel a high-performing PR program. Thought leadership helps drive media coverage, speaking engagements, content creation, and more. Earning a reputation as a thought leader can set a flywheel of opportunity into motion, but only if you're partnering with your PR team to develop strong messaging and weave your unique perspective into the stories that are generating buzz.
Here are five ways to start creating effective and interesting thought leadership content:
Identify your target audience
This includes understanding their needs, interests, and pain points. By understanding your target audience, you can create content that addresses their specific needs and interests, making it more likely that they will engage with it.
Use data and research
Whether you cite industry statistics, case studies, surveys, or — often best of all — your own proprietary data, you can elevate your thought leadership content by providing valuable, quantifiable insights and information to support your ideas with hard data.
Use storytelling
Crafting a compelling narrative will make your angle even more likely to resonate. This can be in the form of customer stories, personal anecdotes, predictions or hypothetical situations. By using storytelling, you can better illustrate how your concepts can be put into action, and make the content more relatable for your target audience.
Use visual elements
Visual elements such as images and infographics can make thought leadership content more interesting and engaging. They also help to break up long blocks of text, making it easier for readers to consume — and share — the content.
Keep it concise and actionable
Thought leadership should be easy to understand (in relative terms, based on what is most appropriate for your audience) and provide specific, actionable insights that the target audience can use to improve their business.
What does thought leadership look like in practice?
Let's say a company specializes in developing software for project management.
They have been in the industry for a while and have a deep understanding of the challenges and pain points that project managers face on a daily basis. They also have a strong team of software engineers, designers and researchers that work together to come up with innovative solutions to those challenges.
If we assume that they've invested the time to develop a robust thought leadership program with the support of public relations professionals, here's what it might look like:
They publish whitepapers, blog posts, and case studies on their website, social media and in relevant industry publications. Each piece of content provides valuable insights and information about the latest trends and best practices in project management.
They also share their own experiences and challenges they faced in their own projects and how they overcame them.
They use valid, relevant statistics and research to back up their arguments.
They also actively engage with their audience through webinars, podcasts, and live events. They might even talk with industry experts and project managers as guests to add some perspective to the thought leadership content, showcasing the experiences, challenges and best practices of people who the audience can relate to.
Additionally, they collaborate with other thought leaders in the industry by participating in panel discussions, attending events, and joining relevant associations.
Thought leadership is a long-term brand-building exercise. There’s no faucet that we can turn on to receive a flood of thought leadership opportunities overnight — therefore, it's not a replacement for paid opportunities that achieve near-term, transactional goals.
So begin planting the seeds now. You may see some immediate results, but if you maintain a long-term orientation, are thoughtful about your content, and carefully prioritize strategic opportunities, your efforts will compound over time.
Public relations pros are an invaluable resource to help you get started with — or improve — your thought leadership. From creating and disseminating the content so that your ideas can reach the right audience, to helping you incorporate data, storytelling, visual elements, and high-quality writing, PR can create thought leadership content that drives results.