It’s the question I get asked the most: “How do you actually approach and produce thought-leadership content?”
The answer? Well, it's complicated. It really depends on who the thought leader is and how much materials and time you have. Most importantly, there's the factor of where it's going to live. Is it for a brand publication or blog? Or is PR pitching it to media outlets? Or is it, gulp, for both? All of this makes a difference in the strategy, angle, and tone.
Over the years, I have developed a few tips and tricks for the development of articles across the board. If you’re looking to ghostwrite or establish a thought-leadership content program in your company, keep these four ideas in mind:
1. Ask Simple Questions. If you get the chance to have a meeting with a thought leader, take it! While it may seem daunting, think of it as a collaboration instead. You’re both there to help each other; don’t be intimidated for any reason. Just be prepared for your interview. Come in with some potential article angles and questions you know you want to cover. Maximize your time and think about how you could turn the conversation into at least a couple different article topics.
At the outset of an interview or meeting, I’m pretty honest and tell any thought leaders, “I may ask some very simple questions throughout our conversation.” It slows them down . . . in a good way. They can explain things in a voice that will help you better relate ideas to the reader. Simple cues such as, “What exactly do you mean by that?” or “What does it mean to our customer?” can help. And, if that doesn’t work, pull out the big gun question: “OK, how would you explain that to your Grandma?” Simple, right? But it's effective.
Another bonus is that you can reuse these answers to make your job much easier when it comes to drafting. More on that in the next tip.
2. Record it. If you have an in-person meeting or call with a thought leader, record it. Nothing will make your life easier than the ability to go back and listen to the call again or transcribe it. By asking those “simple” questions in the previous tip, you can really tap into their voice, ideas, and language for the actual article. I can often use their own words directly.
Of course, you need to ask the thought leader for permission to record. Don’t take your career down a Watergate path.
3. The Brain Dump (a.k.a. Content Dumpster Diving). Many who work with me know this phrase: “Give me the brain dump!” If you can’t get time on the calendar or the thought leader doesn’t like or want to do their own drafts, then it’s time for the brain dump.
What is that exactly? Ask them to take five minutes to sit down and just bullet point in an email everything they want to convey in the article. No finessing of language, only raw ideas. Have them send any related PowerPoint presentations or supporting materials. Just “dump” anything about the topic on you.
OK, so you will have to sort through it and still find the angle, but you’d be amazed what you can find as you wade through the “dump.” Treasures abound.
4. Think About the Reader. So whether you had an in-person interview, a call, or a brain dump, you are armed with materials. Of course, you want to get your marketing message in the article. But, please, don’t preach it. It’s still up to you to find an angle that will keep the reader engaged and informed (i.e., think like a journalist). If you don’t want to read it, why should they?
Sometimes you can use fun and even quirky examples (as appropriate, of course) for the outlet and the audience. In one article, I used a “farm-to-table” parallel—with manufacturing of all things—to help detail Autodesk’s new corporate message in their online brand publication. It generated quite a bit of buzz both internally and externally, ranking as one of the highest articles for the quarter. It was also a finalist for Content Marketing Institute Awards’ Best Blog Post in 2015. That one really paid off.
While thought-leadership content can seem daunting, it’s all about taking the plunge. But what if you can’t even get in touch with the person? Quite often I’m given the task of a topic and, well, that’s all I get! It’s up to me to find the information, perspective, and voice. Stay tuned for a new article where I’ll share easy short-cuts to produce thought-leadership content without ever having contact.