How can you write a thought leadership piece that resonates with your audience?

Thought leadership is not about promoting yourself, but about contributing to the conversation and making a difference in your industry. Stay consistent and patient, as building thought leadership takes time. To write a thought leadership piece that resonates, start by understanding your audience’s needs and interests. Use your expertise to address relevant issues or trends in your field. Be authentic and share unique insights or perspectives that add value. Use compelling storytelling to engage your readers and make complex ideas accessible. Encourage dialogue by asking questions and inviting feedback.

No-one looks at the world quite like you do - so your thoughts and ideas offer a unique filter through which to look at topics, issues or problems. Think about your challenges and interests, don't worry too much about your audience, they will find you. Share fresh insights or innovative solutions. Use storytelling to make it engaging, be generous and vulnerable, share real-world examples or personal experiences. Data and research can help to show you've done the work. Be authentic, without being overly technical. Invite feedback and offer actionable takeaways. This is about connection - intellectual and emotional - so write with empathy and authority to leave a lasting impact. Take a look at my articles and let me know what you think!

Before putting pen to paper, find your platform; what's the topic that is a challenge to your industry and its stakeholders, is something you're passionate about, and that you have the expertise to catalyze conversation and galvanize change. Thought leadership is best utilized when there's an ownable, sustainable platform showing how you're addressing industry-level challenges. Keep in mind the importance of going above brand and company; it's not about promoting *your* solution. Rather, it's showing how you're thinking outwardly about issues bigger than yourself, and sparking ideas for your industry about how you're proposing solutions and leading the way towards collectively implementing change.

I would start with the action you want to achieve with a particular audience, then work backwards to understand what priority stakeholders are contributing and what your organisation can bring to the debate that brings value. Nobody has time to create or digest content for it's own sake.

Before starting to write, it's crucial to understand who your target audience is and what their interests, concerns, and challenges are. This will help you tailor your content to be relevant and engaging for your readers

Start with identifying your strengths—what is your zone of genius. REFLECT. Ground your insights in real-world examples or case studies from your own experiences, highlighting how your leadership has led to successful outcomes. This approach not only enhances your credibility but also provides actionable insights for your audience. Incorporating your personal journey or overcoming challenges adds depth and relatability. The aim is to offer value that encourages reflection and action, showcasing your expertise in an authentic and impactful way. Your thought leadership should not just inform but inspire, leading readers to see things in a new light and consider applying your insights to their own contexts.

This is not a solo activity - before even deciding if something is needed or what that may be, seek out some in-house experts in related fields, get their opinion and be prepared to change your mind about what you thought you were setting out to create.