The new rules of content you need to learn
I don’t know if you’ve noticed, but content is currently going through a bit of a transformation. Like a 1980s werewolf, but in some ways, more scary.
If it feels like everyone is jostling to tap into the endless content that they can now create and build their profile, that’s probably because they are. We’ve talked on here recently about the uptick in content creation around the world, so the question - of course - is how do you stand out among all of those words before people get so bored they doze off and unplug entirely?
With AI increasingly handling routine writing tasks, the real value now lies in something that AI can’t possibly replace: your unique insights and take on the world.
That’s right, we’re talking about that dirty word: thought leadership.
(Yes, okay, that’s two words, but let’s not get sidetracked.)
If you want to build traction and establish your brand as a leader in your field, you need to be a leader in thoughts and ideas.
The evolution of content creation
Traditionally, content has focused on crafting persuasive messages that drive sales. It was crafty but simple. Now, though, the demand for high-quality, engaging content has grown like a weed. AI technology now spews out various content types, from blog posts to social media updates in the time it takes us to boil the kettle.
This shift might feel annoying at first, but it’s actually a wonderful gift, because it allows us to focus on the more creative stuff. I’m talking about strategic storytelling, transforming regular old content creation into a more nuanced, narrative-driven work of art.
Thought leadership is more than just a wanky term
Thought leadership is all about positioning your brand as an authority in your field. You can do this by sharing insightful, forward-thinking content about developments in your industry, where you see it going, the clever changes you’re making within your business that serve your clients, and your opinions on what others are doing.
The trick with those opinions is that you need to swim against the current, otherwise you’re just a raving fan. That’s boring. You need to take a position that’s new and original, and explain why you’ve come to that conclusion. Whether you’re right or wrong, you’re starting a conversation and showing you’re not afraid of sticking your neck out. That’s usually a good thing (unless you’re arguing for the kicking of puppies, in which case, I don’t want to help you anyway).
Unlike your traditional marketing content, thought leadership content aims to inform, inspire, and engage your audience on a deeper level. Successful thought leadership shows that you understand industry trends, you’re passionate about your subject, and you can present your thoughts in a way that engages people and invites discussion.
The intersection of content and thought leadership
So how does thought leadership work with your content strategy? With AI handling your routine writing tasks (with a decent edit PLEASE), content creators can now focus their energy on ideas and storytelling.
This connection helps us to create content that is creative, original and exciting - all the things that us word nerds have been complaining for years that we don’t have time to do because we’re busy churning out keyword-stuffed blog posts.
This is a wonderful opportunity to rise beyond the boring SEO stuff and create in-depth articles, LinkedIn posts, videos, and yes, blog posts taking a good look at what’s going on in your industry, offer your unique insights, and establish yourself as a thought leader.
Why? Because thought leaders build trust, build reputation, and are top of mind when people want to do business. Thought leaders get the clients. Thought leaders make the money.
Leveraging your unique perspective
If thought leadership is a dirty word, you’re going to love the next one too: authenticity.
But authenticity is the key to being a thought leader that people come back to again and again. Think about the last fresh perspective you saw online that made you stop and think about your industry.
I’ll bet it:
Had a genuine, conversational voice
Had something fresh to say
Kept it simple and to the point
Took a position that was different from the mainstream, or make you think about something in a new way
Was structured in a way that was either super simple (think dot points) or cleverly structured (great storytelling).
How to dip your toe in the thought leadership pool
Want to have a go? I know nerves or fear can hold many people back from getting their voice out there (in my experience, these are usually the people who have the most interesting things to say), but there are ways to get started that aren’t too huge or intimidating.
Here are some tips:
Start small - try commenting on others LinkedIn posts first, and share a different point of view. Then, when your confidence builds or you have more to say, start posting your own LinkedIn posts and blog posts, and then look at even pitching your ideas to industry publications.
Develop a thought leadership mindset - read widely on industry trends (set a Google alert to get news in your inbox daily), engage with other thought leaders, and participate in relevant discussions.
Schedule thought leadership into your week - don’t wait until you have the energy; schedule it in and hold yourself to some time for deeper, more creative content creation.
Use content planning software, analytics platforms, and research databases to streamline your workflow and enhance your thought leadership efforts. And, of course, you can engage a content expert to help you massage your thought leadership ideas into high-level storytelling that engages your audience.
Did you know that we can turn a one-hour chat with you into 3 months of thought leadership content? If you want help elevating your content strategy and establishing your brand as a thought leader, check out our growth strategy packages or email us for more info at admin@stellarcontent.com.au
