How can you use content to create a vision that inspires others?

Before embarking on your thought leadership journey, it is important to step back and ask yourself what exactly do you want to be known for. I would suggest having an overarching theme with sub-themes. This will not only help you produce a diverse range of content but also ensure that you have a few topics/themes to choose from.

Inspiring others with a vision through content starts with a crystal-clear understanding of your purpose. This foundational step ensures that every piece of content you produce resonates with the core message you wish to convey. For example, if your vision is to drive sustainable practices in your industry, your content should consistently reflect the values of sustainability, innovation, and community. By aligning your content with your purpose, you not only provide direction and coherence to your message but also forge a stronger connection with your audience. This alignment makes your vision more relatable and inspiring, encouraging others to join you in your cause.

Your goal as a thought leader is to communicate your vision in a way that inspires others. To do that assumes that you have taken the time to think about what your vision is for your industry and some things that industry professionals can do to move closer to that vision. By creating content that is consistent to that vision you will be dripping out a playbook others can use to think more deeply about their role and their agency to create meaningful change in their organizations.

Drawing from my experience, using content to create an inspiring vision involves painting a vivid picture of the future that resonates with others. This means clearly articulating your goals, values, and aspirations in a compelling way. Sharing stories, examples, and visuals that illustrate the desired outcome can help people visualize themselves as part of that vision. Moreover, framing the narrative in a positive and optimistic light can ignite enthusiasm and motivation among your audience, driving them to action and alignment with the shared vision.

My BHAG (Big Hairy-Ar*e Goal) is to get rid of suffering at work. It's a huge mission. But I also can't do it on my own. So I build a Secret Army of people who've got my back. And I've got theirs. Our missions aren't all the same, but they're aligned. As a result, my audience is made up of people who want to make a difference in the world. We work together to do whatever we can. But knowing this purpose - even if I don't think about it every day - helps me focus on who I want to work with. And, as the TEAM acronym goes, Together Everyone Achieves More.

Crafting a vision that inspires through content is not just about the message; it’s about understanding who you’re speaking to. This means recognizing their needs, interests, and challenges, and tailoring your content to resonate with them. For instance, if your vision involves innovative educational methods, your content should speak directly to educators, parents, and policymakers, addressing their specific concerns and aspirations. By focusing on who your audience is and what they care about, you can create content that not only informs but also motivates and rallies people behind your vision. This audience-centric approach ensures that your vision isn’t just heard; it’s embraced and acted upon.

Creating content that inspires others is like painting a picture that everyone wants to step into. Know Your Audience: It's thinking about what excites them, their challenges, and dreams. Speak Their Language: I use words and stories that resonate with them, making the vision feel personal. Show the Impact: I paint a vivid picture of how the vision can change their world for the better. Be Authentic: Sharing genuine stories and experiences builds trust and connection. Defining your audience is crucial. It’s about understanding their hopes, fears, and what drives them. This knowledge shapes content that not only reaches their minds but also touches their hearts, inspiring them to join you on the journey towards your vision.

When creating thought leadership content, keep in mind that your audience's content preferences vary. Some people prefer reading articles, while others may appreciate podcasts. I would recommend creating content that can be repurposed. Focusing on creating content which can be repurposed will help you streamline your purpose and also maintain a consistent message which embodies your vision.

Create content is a story that way it ignites the emotions of the readers so that they will feel inspired to take action. Story can be created in any medium but using the correct language and verbiage is crucial to get action.

Use language that empowers, resonates and is inclusive. Think of your thought leadership as a place of belonging for your audience. Sharing original content and story telling are two ways which you can attract like-minded individuals to your thought leadership community.

Crafting your message is crucial in using content to inspire others. A meaningful message, grounded in actual expertise and knowledge, not only engages but also resonates truthfully with your audience. True thought leadership stems from differentiation and introducing fresh insights into your field. Your message should be clear, concise, and compelling, but it must also stand on the solid ground of your unique perspective and factual understanding. By basing your message on substantial, rooted knowledge, you distinguish yourself, establish authority, and genuinely inspire others by offering new ways of thinking and solving problems.

Encourage your audience to not just listen, but to engage, discuss, and want to learn more. Your thought leadership should spark a desire to delve deeper, collaborate, and even become a champion for your cause. The ripple effect of knowledge and passion is powerful. As thought leaders, we need to share, discuss, and be the change-makers in our fields. We need to inspire those around us to feel inspired.

What do you want people to think, feel and do after you've spoken with them? Answer these questions and you have a solid foundation to work from. Then answer the main question: what do you want them to do NOW? That's your call to action. In marketing, we use calls to action (CTAs) as the single word or short phrase on a button people click to move forward. You might say "click here", or something powerful like "Get it now!" The same applies to speech. Be convinced when you make this statement. Challenge people (in a good way). And then leave it up to them. People rarely take action if you bury the request. So leave it at the end. And be patient. Now, go away, think about this, and write your call to action. Do it now!