Most so-called “thought leadership” is, frankly, crap. All too often, it’s a sales pitch. Don’t do that.
Instead, create something that has the “need to read”. Remember, the content you put out shouldn’t be about you, it should be about how you can help your prospects deal with their two compelling motivations: fear and greed.
Thought leadership should equip the reader to:
- Impress their boss / stakeholders
- Reduce costs
- Reduce risk
- Increase margins
- Look more competitive.
A sales pitch of how wonderful you think you are doesn’t cut it. Think benefits to the readers not features of what you offer.
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