Definition and Step-by-Step Information –


AI may be very efficient at answering your target market’s FAQs, and the previous technique of publishing “how-to” content material gained’t enable you construct a loyal viewers. 

Nonetheless, this surplus of factual content material has created a requirement for content material that features a person’s tales, experiences, and distinctive views.

This is the reason TikTok, YouTube, and different particular person influencers have develop into more and more widespread over the previous a number of years, and types that may emulate these influencers by sharing distinct insights, case research, and tales are more likely to succeed.

This model of content material is known as thought management content material, and on this submit, we’ll focus on how one can create thought management content material that your viewers loves and supply particular examples from B2B thought leaders. 

What’s Thought Management Content material?

Thought management content material is a model or particular person’s distinctive opinions and viewpoints packaged right into a medium like textual content, video, or audio. 

The aim of thought management content material is to assist manufacturers and people appeal to extra followers from their best target market by presenting distinctive concepts and views on trade matters.

Nonetheless, formulating a singular perspective on a subject that resonates along with your viewers isn’t straightforward. It sometimes requires actual expertise inside an trade, and one of the best thought management content material normally comprises parts of actual experiences, case research, and storytelling.  

We’ll discover extra detailed thought management content material later on this submit, however for now, right here’s a easy instance of thought management content material:


Example of thought leadership content

There are three primary parts of wonderful thought management content material, and this instance hits all of them: 

  1. Takes a contrarian stance/distinctive perspective: Most entrepreneurs consider in “ache level” advertising and marketing, so saying it doesn’t work may be very contrarian.
  2. Pulls from his private expertise: He discusses what he discovered from working along with his personal purchasers.
  3. Leaves the viewers with an relevant takeaway: As a substitute of specializing in simply the ache level clients say they’re scuffling with, introduce that ache level after which focus on how your product will resolve the issue and provides them extra safety and management.

In an age of AI the place most content material is essentially factual and tutorial, thought management content material will seemingly develop into more and more crucial to a model’s success as audiences search extra private tales, opinions, and experience-backed content material.

That can assist you benefit from the rising demand for thought management content material, we’ll focus on a step-by-step technique to create thought management content material after which introduce you to a number of examples of particular person and branded thought management content material.

Tips on how to Generate Nice Thought Management Concepts

You should utilize checklists to get nearly any freelance author or AI instrument to create a high-quality “how-to” model piece of content material. It simply wants to supply sound, actionable recommendation to perform a selected process.

Nonetheless, thought management content material is just a little trickier as a result of the standard of the content material is instantly tied to the high quality of the concept

So how do you give you higher concepts?

Listed below are 5 frameworks to generate higher-quality thought management content material concepts.

Methodology 1: Discover “finest observe” ideas that you simply’ve tried that don’t work

Most “finest observe” recommendation tends to develop into much less efficient as increasingly more folks use it. This makes it a wonderful alternative for thought management content material as a result of you’ll be able to take a contrarian stance, clarify why it doesn’t work, and provide a simpler resolution.

For instance, one typical piece of “finest observe” recommendation for constructing hyperlinks (an website positioning technique) is to do visitor posts. Sadly, as a result of everybody already does it, most visitor submit pitches are ignored, and it’s not as efficient because it was a number of years in the past. 

So an awesome thought management thought is likely to be claiming that it doesn’t work, explaining your private expertise why it doesn’t work, after which sharing a brand new hyperlink constructing method that’s simpler (like selling their content material to your e-newsletter of fifty,000 subscribers in alternate for a hyperlink).

The important thing to creating this model of thought management content material work is guaranteeing your different methodology truly is a simpler resolution. In any other case, it gained’t resonate along with your viewers. 

Methodology 2: Share learnings from current case research and experiences

Testing ideas is crucial to progress as knowledgeable, so merely share what you’re studying alongside the best way.

After you run an experiment or full a case examine, use these inquiries to create thought management content material:

  • What didn’t work that stunned you?
  • What labored that stunned you?
  • What’s a lesson you realized that you simply’ll apply to future workflows?

You may also use this framework to share ideas you realized from discussions with pals, attending conferences, and different occasions.

In actual fact, this technique works exceptionally properly as a result of discussing ideas you realized from others offers you a accomplice in selling your content material. 

Right here’s an awesome instance of how this particular person shared thought management round a current case examine he did:

Case study style thought leadership content


Methodology 5: Conduct unique analysis and share insights

Like sharing case research, you too can conduct unique analysis or collect knowledge after which share that knowledge and insights from it.

Nonetheless, the standard of your analysis is correlated primarily with the insights you derive from it – not essentially the pattern dimension of information (assuming it’s sufficient to indicate distinct patterns).

For instance, this knowledge examine on content material updating analyzed simply 50 posts from a single web site, but it surely answered a number of distinctive questions on updating content material, like:

  • How seemingly is a submit to rank increased after being up to date?
  • Is it seemingly you can spoil a submit by updating it?
  • How a lot does the share of textual content modified within the submit affect efficiency?
  • Is there a selected model of submit that tends to carry out higher after an replace?

Right here’s an excerpt from the piece:

Original data style thought leadership


So one of the simplest ways to create thought management content material utilizing unique knowledge is to brainstorm your questions on a sure matter after which create knowledge to reply these questions. 

Methodology 4: Share frameworks you utilize to unravel issues/make choices

Individuals love frameworks. 

The perfect frameworks are memorable, comparatively easy, and resolve a typical drawback your viewers faces. Ideally, introduce them with an instance of the way you’ve used it in your individual life.

For instance, Dan Martell created a framework he calls the “DRIP” matrix. It is a nice piece of thought management content material as a result of it solves a typical drawback that many individuals in his best target market face:

Dan Martell


Ideally, create a sharable diagram of your framework as folks get pleasure from visible ideas, they usually generate extra shares and attain.

This methodology works notably properly for those who primarily submit on social media as folks love discovering the newest tendencies on these platforms.

To actively keep up-to-date with trade tendencies, you’ll be able to create an RSS feed of the highest trade specialists on social media, trade information web sites, and even newsletters.

As soon as you understand what the information in a selected trade is, creating a singular opinion on that matter is the subsequent step to creating thought management content material. 

This half is just a little trickier, however listed below are just a few questions that may enable you give you an fascinating thought:

  • How do you assume this development will form the way forward for your trade?
  • How are most individuals leveraging this development, and what different use instances/approaches are fascinating?
  • What are the misconceptions about this development?
  • What’s an fascinating thought you heard about relating to this development, and how will you construct on these concepts?
  • How have you ever been incorporating this development into your enterprise, and the way?

Right here’s an awesome instance of thought management content material. The creator used the AI content material development because the newsworthy matter after which added a singular perception. As a substitute of claiming, “Ought to we do AI content material for purchasers?” (the query most individuals are asking), he says that the query folks needs to be asking is, “How can we do that ethically?”

Thought leadership content about AI


Tips on how to Create a Thought Management Technique

Now that you’ve an efficient methodology to generate distinctive concepts, consistency is the important thing to efficiently rising an viewers. So right here’s a step-by-step thought management content material advertising and marketing technique.

Step 1: Choose a Medium You Take pleasure in 

The key to succeeding with content material advertising and marketing is high quality content material at scale. Sadly, for those who solely produce just a few items of content material right here and there, constructing an viewers will take a very long time. 

So the important thing to rising content material quantity and consistency is to pick out a content material medium that you simply get pleasure from

For instance, for those who’re contemplating doing video content material, check out just a few movies and see how lengthy it takes you to create them and for those who get pleasure from them. For those who discover that it takes you many hours to create a video and also you don’t get pleasure from it, contemplate doing text-based content material as an alternative.

Step 3: Set a Publishing Schedule 

When you’ve chosen a kind of content material medium you get pleasure from, choose a real looking publishing schedule.

Whereas I already talked about {that a} increased content material quantity is good for progress, setting an formidable publishing schedule you can’t stick with will finally trigger you to burn out and give up altogether.

So for those who can solely realistically produce two items of content material per week, that’s higher than creating content material each day for 2 weeks after which quitting.

This graphic by Michael Boorman sums up the idea of consistency properly:

Consistency is key


When you’ve selected a publishing frequency, put aside time as soon as per week to create content material. 

Most creators discover it simpler to create a number of items of content material in a single sitting as soon as they’re in a state of move. As well as, you’re more likely to publish persistently if you have already got all of your content material scheduled to publish upfront.

You may also use instruments like Hootsuite, Buffer, or Sprout Social to schedule your content material upfront.

Content publishing calendar


Step 4: Collaborate With Different Influencers

As you start publishing your content material, you could understand it doesn’t instantly achieve traction. 

Sadly, when you’ve got a small viewers, you’ll discover it troublesome to your preliminary few posts to achieve traction. It’s because the algorithms are programmed to offer extra attain to content material that receives robust preliminary traction. 

So when you’ve got solely a handful of followers and your posts don’t have robust preliminary traction, they are going to obtain little natural attain from the algorithms.

To flee this vicious cycle and assist your content material achieve robust preliminary traction in order that it receives extra natural attain, collaborate with influencers that have already got loads of affect. 

There are just a few other ways you’ll be able to collaborate with influencers (with out paying them).

First, you’ll be able to at all times interview influencers and submit that content material on social media. Right here’s a nice instance:

Podcast promotion post on LinkedIn


Sadly, getting trade influencers to comply with do a content material collaboration like this may be tough, so another methodology is to reference a framework, perception, or case examine from that influencer. 

Right here’s a nice instance of this in motion:

Breaking down an influencer's framework


Whenever you publish the submit, you should definitely tag the influencer, as they could share it with their viewers. 

You may also create pods of pals that will help you promote content material. For instance, when you’ve got a handful of pals in an identical trade, you’ll be able to textual content them while you publish a brand new submit and ask them to interact with it and share it with their viewers. 

Step 5: Monitor What Works and Modify 

The ultimate step in your thought management advertising and marketing technique is to trace what works finest after which alter based mostly on the suggestions you obtain. 

You’ll be able to observe conventional engagement metrics, like site visitors, feedback, and likes, but in addition observe who is collaborating along with your content material. For those who aren’t attracting your best purchaser persona, your thought management content material technique gained’t truly assist your enterprise.

For instance, for those who’re constructing a thought management technique to draw C-suite executives for a training program, test that the folks participating along with your content material are C-suite executives.

You are able to do this by scanning the feedback part and asking your clients how they discovered you.

Wonderful Examples of Thought Management Content material

Listed below are just a few prime thought leaders you’ll be able to study from to encourage your thought management content material technique. I encourage you to scroll by way of their social media content material and use their frameworks to create your individual distinctive content material creation technique.

Justin Welsh

Justin Welsh has constructed a major following on LinkedIn, Twitter, and Instagram by posting about how he builds working methods for solopreneurs. 

Justin Welsh thought leadership post


He additionally posts inspirational and philosophical posts detailing his method to entrepreneurship and constructing a life you’re keen on. 

Sahil Bloom

Sahil Bloom is one other widespread entrepreneur that persistently posts about private progress and entrepreneurial frameworks.

Sahil Bloom thought leadership post


He tends to submit framework graphics, movies, and text-based content material, so experiment with several types of content material to determine what works to your viewers. You’ll additionally discover that most of the photographs Sahil makes use of are pulled from different sources, after which he merely credit these sources.  

He additionally has a formidable publishing schedule with roughly two posts per day.

Sara Stella Lattanzio

Sara is a SaaS advertising and marketing strategist with a robust following on LinkedIn. She creates memes, step-by-step reels, and academic movies on SaaS advertising and marketing and has a singular voice that makes her content material enjoyable and informative. 

Right here’s an instance of certainly one of her humorous memes. You’ll additionally discover that despite the fact that the memes are entertaining, they nonetheless appeal to her potential clients (entrepreneurs at SaaS corporations):

Sara Stella Lattanzio thought leadership meme post


Even in her reels, she nonetheless injects her distinctive humorousness whereas delivering helpful content material that pulls her best clients:

Sara Stella Lattanzio thought leadership guide


Allie Miller

Allie has constructed a private model round AI and usually shares ChatGPT hacks, case research, and knowledge relating to the newest updates on AI.

Right here’s an instance of certainly one of her current posts discussing how she makes use of ChatGPT:

Allie Miller thought leadership post


When she posts data-driven content material, you’ll discover that she creates her personal infographics with comparable branding types. This makes it simpler for folks to acknowledge her content material, and it’s additionally tremendous sharable:

Allie Miller thought leadership data post


Lastly, you’ll discover she’s a visitor on many podcasts and actively promotes that content material to her viewers.

Nick Huber

Nick takes a relatively controversial method to thought management. His primary enterprise is constructing storage services, however his main technique for rising a Twitter viewers is publishing controversial posts like this one:

Nick Huber thought leadership post


Although these Tweets don’t have anything to do along with his primary enterprise, folks love attending to know him as an individual, and it has helped him develop his on-line presence tremendously.

Whereas this isn’t at all times one of the best technique for progress (particularly for those who’re rising a conventional model), it has labored out properly for him just because most of his traders are pals he makes on Twitter.

Will Cannon

Will Cannon is a superb instance of a thought chief who constructed a robust on-line presence with framework-style Tweets.

Listed below are just some of his most up-to-date Tweets:

Will Cannon thought leadership post


Provided that he’s the founding father of a gross sales software program startup, these Tweets appeal to the eye of key decision-makers in his best goal market.

So for those who’re feeling caught, have a look at key issues your clients face and create frameworks to unravel these issues.

Alex Lieberman

Alex is a co-founder of Morning Brew, however he’s now constructing a social media ghostwriting company for founders. He’s very lively on Twitter and LinkedIn, and his content material is primarily uncooked journal-style posts about how he’s constructing his subsequent enterprise.

Right here’s only one instance of a typical Tweet he creates:

Alex Lieberman thought leadership post


In contrast to most individuals making an attempt to be good on social media, Alex offers his viewers an unfiltered snapshot of his enterprise failures and what he’s studying alongside the best way. 

This technique has helped him considerably develop his following, which is the principle lead era supply for his content material company.

Ultimate Ideas

The important thing to succeeding in content material advertising and marketing is now not writing longer, extra detailed content material. To face out from AI generated content material, it’s good to create content material that has a singular perspective whereas nonetheless fixing the client’s drawback. 

For those who want extra assist creating thought management content material, you’ll be able to be a part of the Copyblogger Academy the place you’ll be able to obtain suggestions from friends to degree up your thought management content material. 

You’ll even have direct entry to me and I additionally usually invite different content material advertising and marketing specialists, like Amanda Natividad, Brian Clark, and Steph Smith, to supply unique insights to the group.

You’ll be able to be a part of in the present day danger free, as I provide a 30 day a reimbursement assure.


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