How can you make your thought leadership content more memorable?

Grabbing attention from the get-go with a message that touches a nerve with prospective customers is the key. No gimmicks! Most customers are vaguely aware of their pain points. They want to crystallize their thoughts and intuitively convey their unique problems. They want to motivate action with a mental model of the solution they seek. I am familiar with B2B technology content, which may only apply to some domains. Buyers of technology solutions see them as an element of a more extensive system affected by industry-shifting technologies such as AI, competitive dynamics, market evolution, and regulatory policy. They select technologies that meet all these requirements. Influential thought leaders tell a story with all these aspects.

While anyone can be a leader, for a thought leader, harnessing the power of storytelling is a critical aspect. Storytelling as a forte holds immense significance in creating a profound impact on the audience. When you share an insight via storytelling you are engaging deeply, and the connection is far more profound. Stories come from a place of wisdom, experience, subtle notes of authority and it sows seeds of influence in the common ground. It builds a relationship and a lasting impression on thought processes of your audience. In my opinion, if a leader wants to inspire change, ensure memorable messaging, facilitate practical applications - you have to be a story teller!

Storytelling is a remarkable tool for thought leadership, and plenty of science validates this. Neural coupling is activated when stories are told, causing listeners to experience the events in the story as their own, which deepens understanding and emotional engagement. Stories, particularly emotive ones, trigger the release of oxytocin, a hormone that fosters empathy and connection, strengthening the bond between the storyteller and listener. Furthermore, stories stimulate multiple areas of the brain beyond what simple data or facts do, making them more engaging and memorable. So, using stories in thought leadership is not just art but also grounded in neuroscience.

Taking from the previous pointer of story telling, aspiring authors usually lose their plot by saying too much, too intellectual, too intimidating and sometimes way too fiercely. My advice is to practice simplicity in language, pause enough times to let your punch lines sink in and don't let your insights drown in a sea of verbosity! By being mindful of who your audience is, what your purpose is and what medium are you choosing to communicate will help you trim all the fluff and bring you that common ground I was talking to you about earlier. Stick to the basics. Don't go on wild goose chase with your audience.

It's equally important to inject authenticity into your thought leadership. Remember, your audience connects with genuine thought leaders who stay true to their beliefs and values. Let your original voice shine through in your words. Avoid imitating others' styles or conforming to a preconceived notion of what thought leadership should sound like. Your unique expression can leave a lasting impression and make your content memorable.

To be an exceptional thought influencer, you've got to break free from the clutter and leave mediocrity behind... faaaar behind. The visual impact starts from your Personal Brand image, what is it saying about you to your audience? Then comes the outreach - ask yourself, am I making my ideas and concepts accessible, relatable, shareble? is my messaging too loud for this forum or too weak like a dying whisper? have I said this far too often, should I change my design or repurpose the format? Sure tools like canva help, but you have to shine authenticity, sincerity & mindfulness each time you are delivering a message, and this can not, can not, can not, happen without using the right media, in the right place, in the right proportion

I will never forget - sitting at an IoT conference and having the guy next to me say, "Oh, I've seen that image; it came up in my LinkedIn News Feed". The HERO IMAGE is the first opportunity to be unforgettable. Forget the warm and fuzzy for hero images - go edgy and be different. Grab one word from your intro sentence and flip it upside down -> that will give you an edgy take on a hero image.

As an adage says, "A picture is worth a thousand words". For thought leadership content, the imagery reinforces the message, and sometimes, they need not be ultra-designed by a graphic design professional or an AI design model. A simple selfie at work, an event, or about the idea you are communicating might resonate more and help share authenticity with your audience than a designed one. Lastly, using the right visual or multimedia for the right content is important to ensure it is not distracting to take away from the message you are communicating. Pay attention to what images resonate with the ideas you share and how they contribute to engagement and continue to repeat and optimise for what works.

Trust me on this, you don't want to regret the chance to influence minds and make a lasting impact. On platforms, like LinkedIn where you have the opportunity to shape an entire generation, failing to add value would mean missing out on immense possibilities. Consider yourself a thought leader only when you are able to provide valuable insights, solutions, and knowledge that resonate with your audience, consistently. Be the thought leader who seizes every opportunity to inspire, educate, and empower. Don't let the platform go to waste. Make your mark by adding significant value and leaving a legacy of influence.

Be forthcoming and ask for feedback. As a thought leader, encouraging feedback and interaction helps in building your credibility as an authority in your field. By actively engaging with your audience, you create a two-way conversation that fosters trust, authenticity, and expertise. Soliciting feedback shows that you value your audience and that you are open to continuous improvement. It also provides an opportunity to address concerns, clarify ideas, and dive deep into insights. When your audience feels heard and involved, they are more likely to view you as a trusted source and advocate for your expertise. So, don't be shy—invite feedback, spark conversations, and allow yourself to gain from diverse perspectives too.

As a thought leader yourself you need to evolve your content and grow as an expert in your field. So that's why you need to keep learning and adjusting your work. For example, when I started out as a live networking expert before the rise of platforms like LinkedIn, I had to learn and start teaching how to do professional networking on digital platforms.

Those who can be vulnerable in an authentic way, those who can leverage humour, and those who can combine these with their powerful storytelling skills will certainly stand out and be memorable.