Definition and Step-by-Step Information –


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

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

That is why TikTok, YouTube, and different particular person influencers have develop into more and more common 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 fashion of content material is known as thought management content material, and on this submit, we’ll talk about 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 entice extra followers from their excellent audience by presenting distinctive concepts and views on business matters.

Nevertheless, formulating a novel perspective on a subject that resonates together with your viewers isn’t simple. It sometimes requires actual expertise inside an business, and one of the best thought management content material often comprises components 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 foremost elements of wonderful thought management content material, and this instance hits all of them: 

  1. Takes a contrarian stance/distinctive perspective: Most entrepreneurs imagine in “ache level” advertising, so saying it doesn’t work could be very contrarian.
  2. Pulls from his private expertise: He discusses what he discovered from working together with his personal shoppers.
  3. Leaves the viewers with an relevant takeaway: As an alternative of specializing in simply the ache level prospects say they’re combating, introduce that ache level after which talk about 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 basically factual and tutorial, thought management content material will probably develop into more and more vital to a model’s success as audiences search extra private tales, opinions, and experience-backed content material.

That will help you benefit from the rising demand for thought management content material, we’ll talk about 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.

Find out 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” fashion piece of content material. It simply wants to supply sound, actionable recommendation to perform a particular process.

Nevertheless, thought management content material is a bit trickier as a result of the standard of the content material is straight tied to the high quality of the concept

So how do you provide you with higher concepts?

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

Technique 1: Discover “greatest follow” ideas that you just’ve tried that don’t work

Most “greatest follow” recommendation tends to develop into much less efficient as increasingly more folks use it. This makes it a superb alternative for thought management content material as a result of you possibly can take a contrarian stance, clarify why it doesn’t work, and supply a more practical answer.

For instance, one typical piece of “greatest follow” recommendation for constructing hyperlinks (an search engine optimization 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 excellent thought management thought could 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 more practical (like selling their content material to your e-newsletter of fifty,000 subscribers in alternate for a hyperlink).

The important thing to creating this fashion of thought management content material work is making certain your various technique truly is a more practical answer. In any other case, it gained’t resonate together with your viewers. 

Technique 2: Share learnings from latest case research and experiences

Testing ideas is vital to development as knowledgeable, so merely share what you’re studying alongside the way in which.

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 discovered that you just’ll apply to future workflows?

You too can use this framework to share ideas you discovered from discussions with pals, attending conferences, and different occasions.

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

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

Case study style thought leadership content


Technique 5: Conduct authentic analysis and share insights

Like sharing case research, you may as well conduct authentic analysis or collect information after which share that information and insights from it.

Nevertheless, 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 point out distinct patterns).

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

  • How probably is a submit to rank increased after being up to date?
  • Is it probably you can spoil a submit by updating it?
  • How a lot does the proportion of textual content modified within the submit influence efficiency?
  • Is there a specific fashion 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 the easiest way to create thought management content material utilizing authentic information is to brainstorm your questions on a sure subject after which create information to reply these questions. 

Technique 4: Share frameworks you employ to resolve issues/make choices

Individuals love frameworks. 

The very best frameworks are memorable, comparatively easy, and resolve a typical downside 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 downside that many individuals in his excellent audience face:

Dan Martell


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

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

To actively keep up-to-date with business tendencies, you possibly can create an RSS feed of the highest business consultants on social media, business information web sites, and even newsletters.

As soon as what the information in a specific business is, creating a novel opinion on that subject is the subsequent step to creating thought management content material. 

This half is a bit trickier, however listed here are a couple of questions that may assist you to provide you with an fascinating thought:

  • How do you suppose this development will form the way forward for your business?
  • 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 small business, and the way?

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

Thought leadership content about AI


Find out how to Create a Thought Management Technique

Now that you’ve got an efficient technique 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 technique.

Step 1: Choose a Medium You Take pleasure in 

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

So the important thing to growing content material quantity and consistency is to pick a content material medium that you just take pleasure in

For instance, for those who’re contemplating doing video content material, check out a couple of movies and see how lengthy it takes you to create them and for those who take pleasure in them. For those who discover that it takes you many hours to create a video and also you don’t take pleasure in it, take into account doing text-based content material as an alternative.

Step 3: Set a Publishing Schedule 

When you’ve chosen a sort of content material medium you take pleasure in, choose a real looking publishing schedule.

Whereas I already talked about {that a} increased content material quantity is good for development, setting an formidable publishing schedule you can’t follow will in the end trigger you to burn out and stop altogether.

So for those who can solely realistically produce two items of content material per week, that’s higher than creating content material every 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 constantly if you have already got all of your content material scheduled to publish upfront.

You too can 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 notice it doesn’t instantly acquire traction. 

Sadly, in case you have a small viewers, you’ll discover it troublesome to your preliminary few posts to realize traction. It is because the algorithms are programmed to present extra attain to content material that receives robust preliminary traction. 

So in case you have solely a handful of followers and your posts don’t have robust preliminary traction, they may obtain little natural attain from the algorithms.

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

There are a couple of other ways you possibly can collaborate with influencers (with out paying them).

First, you possibly can all the time interview influencers and submit that content material on social media. Right here’s a nice instance:

Podcast promotion post on LinkedIn


Sadly, getting business influencers to comply with do a content material collaboration like this may be difficult, so another technique 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


Once you publish the submit, you’ll want to tag the influencer, as they may share it with their viewers. 

You too can create pods of pals that can assist you promote content material. For instance, in case you have a handful of pals in the same business, you possibly can textual content them once 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 technique is to trace what works greatest after which alter primarily based on the suggestions you obtain. 

You possibly can observe conventional engagement metrics, like site visitors, feedback, and likes, but additionally observe who is collaborating together with your content material. For those who aren’t attracting your excellent purchaser persona, your thought management content material technique gained’t truly assist your small business.

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

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

Wonderful Examples of Thought Management Content material

Listed here are a couple of high thought leaders you possibly can be taught from to encourage your thought management content material technique. I encourage you to scroll by 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 programs 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 common entrepreneur that constantly posts about private development 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 lots of the pictures 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 strategist with a robust following on LinkedIn. She creates memes, step-by-step reels, and academic movies on SaaS advertising and has a novel voice that makes her content material enjoyable and informative. 

Right here’s an instance of one in every of her humorous memes. You’ll additionally discover that despite the fact that the memes are entertaining, they nonetheless entice her potential prospects (entrepreneurs at SaaS firms):

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 excellent prospects:

Sara Stella Lattanzio thought leadership guide


Allie Miller

Allie has constructed a private model round AI and frequently shares ChatGPT hacks, case research, and information relating to the most recent updates on AI.

Right here’s an instance of one in every of her latest 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 moderately controversial method to thought management. His foremost enterprise is constructing storage amenities, however his major technique for rising a Twitter viewers is publishing controversial posts like this one:

Nick Huber thought leadership post


Though these Tweets don’t have anything to do together with his foremost 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 all the time one of the best technique for development (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 here 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 entice the eye of key decision-makers in his excellent goal market.

So for those who’re feeling caught, have a look at key issues your prospects face and create frameworks to resolve 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 energetic 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


Not like most individuals making an attempt to be excellent on social media, Alex provides his viewers an unfiltered snapshot of his enterprise failures and what he’s studying alongside the way in which. 

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

Remaining Ideas

The important thing to succeeding in content material advertising is now not writing longer, extra detailed content material. To face out from AI generated content material, it’s essential to create content material that has a novel viewpoint whereas nonetheless fixing the client’s downside. 

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

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

You possibly can be a part of at the moment danger free, as I supply a 30 day a reimbursement assure.


Please enter your comment!
Please enter your name here