Five Key Elements of High-Quality Thought Leadership
There are five key elements to develop quality thought leadership in both the type of information that is presented and how it is presented. Firms should review these elements to see where they can make improvements.
1) Topical, relevant, and interesting. A high-quality thought leadership article should have a topical hook but stay relevant for several months. Relevant means that the focus should be on quality analysis rather than simulate news reporting. Interesting means that it provides the reader with new information rather than simply reporting public information.
2) A unique point of view. High-quality thought leadership should have a clear point of view. A focus on original analysis will attract more attention and help the firm or professional develop a reputation for thoughtful analysis.
3) Well sourced. High-quality thought leadership must cite credible sources to build reader trust. Primary sources include data developed by the firm, including case studies, or acquired from a credible source. Secondary sources include news articles, research papers, and books.
4) Well written by credentialed author. Thought leadership must be well written and visually appealing. It must be also be readable online, on mobile devices, and in print. The author should include a brief biography citing credentials that are tailored to the topic with relevant experience.
5) Provide reader with applicable information. Thought leadership must provide information that the reader can use immediately. This can be a framework, a set of questions, or a checklist that the reader can use to think about their business. A reader provided with valuable and useful information is more likely to follow up with the firm or professional for additional insight.