I switched from restaurant’s magazines writing to thought leadership and content marketing three years ago, but the audience has remained the same: Business Executives. I understand what type of writing business people respect and respond to and I’d like to share my knowledge with you.
I want to share important rules to follow to create great content marketing and thought leadership pieces that business executives will read and respond to your work. I am not going to tell you what you already know – that your writing should be valid, timely and fresh. I also won’t tell you that readers often look first at the beginning and the end of a piece.
Understand the difference between thought leadership writing and a marketing piece.
Typically, as a client, your role in thought leadership should be less critical than in a marketing project. With thought leadership, the main creator is the independent third party. You serve as a final auditor. With marketing, you are the editor.
Never use a long word where a short one will do
Use simple language. After each sentence ask yourself, “Could I put it more shortly?” Short, simple and meaningful sentences result in crisp and elegant writing.
Start with the final goal of the paper
Don’t be Afraid to Follow Your Competitors, But Don’t Let them Guide You
Executives don’t follow everything closely. That’s your job. Fast followers often do better than leaders. If you avoid a topic because it has been covered by the competition, you risk losing out on the valid issues of the day. Don’t make the mistake of thinking the executives are like you, or you will end up writing for yourself, not for your audience. But still, be different from your competitors. Surprise the reader with new points of view, new formats, tones, visuals or distribution channels.
The content is best when readers can interact with it – on their own terms.
Authentic storytelling is key to gaining consumer trust. Don’t try to fool your audience with an over-the-top tale. Customers know when you try to pull a fast one on them, and they don’t appreciate it.
Your business’s story doesn’t need to be elaborate. In fact, if your business doesn’t have an earth-shattering history, your story shouldn’t try to create one. A genuine narrative is more likely to connect with consumers than one without a shred of truth.
Author & Content Marketing Strategist, Passionate about Writing, Delicious bites, Yoga and Biking.
Already Credited with +100 Published Articles.