AI could be very efficient at answering your target market’s FAQs, and the outdated technique of publishing “how-to” content material received’t assist you construct a loyal viewers.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

For this reason TikTok, YouTube, and different particular person influencers have turn out to be more and more fashionable 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 publish, 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 perfect target market by presenting distinctive concepts and views on trade matters.

Nevertheless, formulating a singular perspective on a subject that resonates together with your viewers isn’t straightforward. It sometimes requires actual expertise inside an trade, and one of the best thought management content material often accommodates parts of actual experiences, case research, and storytelling.  

We’ll discover extra detailed thought management content material later on this publish, however for now, right here’s a easy instance of thought leadership content:


Example of thought leadership content

There are three principal parts of fantastic 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 and marketing, 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 purchasers.
  3. Leaves the viewers with an relevant takeaway: As an alternative of specializing in simply the ache level clients say they’re combating, introduce that ache level after which talk about how your product will clear up the issue and provides them extra safety and management.

In an age of AI the place most content material is basically factual and educational, thought management content material will doubtless turn out to be more and more important to a model’s success as audiences search extra private tales, opinions, and experience-backed content material.

That can assist you make the most of 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.

The right way to Generate Nice Thought Management Concepts

You should use checklists to get nearly any freelance author or AI device to create a high-quality “how-to” fashion piece of content material. It simply wants to offer 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 instantly tied to the high quality of the concept

So how do you give you higher concepts?

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

Technique 1: Discover “finest observe” ideas that you simply’ve tried that don’t work

Most “finest observe” recommendation tends to turn out to be much less efficient as increasingly more individuals use it. This makes it a superb alternative for thought management content material as a result of you may take a contrarian stance, clarify why it doesn’t work, and provide a simpler resolution.

For instance, one typical piece of “finest observe” recommendation for constructing hyperlinks (an search engine optimisation technique) is to do visitor posts. Sadly, as a result of everybody already does it, most visitor publish pitches are ignored, and it’s not as efficient because it was a number of years in the past. 

So a terrific 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 simpler (like selling their content material to your e-newsletter of fifty,000 subscribers in change for a hyperlink).

The important thing to creating this fashion of thought management content material work is guaranteeing your various methodology really is a simpler resolution. In any other case, it received’t resonate together with your viewers. 

Technique 2: Share learnings from current case research and experiences

Testing ideas is important to progress as an expert, so merely share what you’re studying alongside the best way.

After you run an experiment or full a case research, use these inquiries to create thought management content material:

  • What didn’t work that shocked you?
  • What labored that shocked you?
  • What’s a lesson you realized that you simply’ll apply to future workflows?

It’s also possible to use this framework to share ideas you realized from discussions with mates, attending conferences, and different occasions.

In actual fact, this technique works exceptionally effectively as a result of discussing ideas you realized from others offers you a companion in selling your content material. 

Right here’s a terrific example of how this particular person shared thought management round a current case research he did:

Case study style thought leadership content


Technique 5: Conduct unique analysis and share insights

Like sharing case research, you can too conduct unique 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 data study on content material updating analyzed simply 50 posts from a single web site, but it surely answered a number of distinctive questions on updating content material, like:

  • How doubtless is a publish to rank larger after being up to date?
  • Is it doubtless you can smash a publish by updating it?
  • How a lot does the proportion of textual content modified within the publish affect efficiency?
  • Is there a specific fashion of publish 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 unique information is to brainstorm your questions on a sure subject after which create information to reply these questions. 

Technique 4: Share frameworks you utilize to unravel issues/make choices

Folks love frameworks. 

One of the best frameworks are memorable, comparatively easy, and clear up a typical drawback your viewers faces. Ideally, introduce them with an instance of the way you’ve used it in your personal 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 drawback that many individuals in his perfect target market face:

Dan Martell


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

This methodology works notably effectively in the event you primarily publish on social media as individuals love discovering the newest tendencies on these platforms.

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

As soon as you understand what the information in a specific trade is, creating a singular 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 give you an fascinating thought:

  • How do you assume this development will form the way forward for your trade?
  • How are most individuals leveraging this development, and what different use circumstances/approaches are fascinating?
  • What are the misconceptions about this development?
  • What’s an fascinating thought you heard about relating to this development, and how are you going to construct on these concepts?
  • How have you ever been incorporating this development into your small business, and the way?

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

Thought leadership content about AI


The right way to Create a Thought Management Technique

Now that you’ve got an efficient methodology 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 and marketing technique.

Step 1: Choose a Medium You Get pleasure from 

The key to succeeding with content material advertising and marketing is high quality content material at scale. Sadly, in the event you 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 out a content material medium that you simply take pleasure in

For instance, in the event you’re contemplating doing video content material, check out a couple of movies and see how lengthy it takes you to create them and in the event you take pleasure in them. In case you 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 kind of content material medium you take pleasure in, choose a real looking publishing schedule.

Whereas I already talked about {that a} larger content material quantity is right for progress, setting an formidable publishing schedule you can’t keep on with will finally trigger you to burn out and stop altogether.

So in the event you 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 persistently if you have already got all of your content material scheduled to publish prematurely.

It’s also possible to use instruments like Hootsuite, Buffer, or Sprout Social to schedule your content material prematurely.

Content publishing calendar


Step 4: Collaborate With Different Influencers

As you start publishing your content material, it’s possible you’ll understand it doesn’t instantly achieve traction. 

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

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

To flee this vicious cycle and assist your content material achieve sturdy 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 alternative ways you may collaborate with influencers (with out paying them).

First, you may at all times interview influencers and publish that content material on social media. Right here’s a great example:

Podcast promotion post on LinkedIn


Sadly, getting trade influencers to conform to do a content material collaboration like this may be tough, so another methodology is to reference a framework, perception, or case research from that influencer. 

Right here’s a great example of this in motion:

Breaking down an influencer's framework


While you publish the publish, be sure you tag the influencer, as they may share it with their viewers. 

It’s also possible to create pods of mates that can assist you promote content material. For instance, when you have a handful of mates in an analogous trade, you may textual content them while you publish a brand new publish and ask them to interact with it and share it with their viewers. 

Step 5: Monitor What Works and Alter 

The ultimate step in your thought management advertising and marketing technique is to trace what works finest after which regulate primarily based on the suggestions you obtain. 

You may monitor conventional engagement metrics, like visitors, feedback, and likes, but additionally monitor who is collaborating together with your content material. In case you aren’t attracting your perfect purchaser persona, your thought management content material technique received’t really assist your small business.

For instance, in the event you’re constructing a thought management technique to draw C-suite executives for a training program, examine that the individuals partaking together with your content material are C-suite executives.

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

Glorious Examples of Thought Management Content material

Listed here are a couple of prime thought leaders you may study 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 personal distinctive content material creation technique.

Justin Welsh

Justin Welsh has constructed a big following on LinkedIn, Twitter, and Instagram by posting about how he builds working methods for solopreneurs. 

Justin Welsh thought leadership post


He additionally posts inspirational and philosophical posts detailing his strategy to entrepreneurship and constructing a life you like. 

Sahil Bloom

Sahil Bloom is one other fashionable entrepreneur that persistently posts about private progress and entrepreneurial frameworks.

Sahil Bloom thought leadership post


He tends to publish framework graphics, movies, and text-based content material, so experiment with several types of content material to determine what works in your viewers. You’ll additionally discover that most of the photos 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 and marketing strategist with a powerful following on LinkedIn. She creates memes, step-by-step reels, and academic movies on SaaS advertising and marketing and has a singular voice that makes her content material enjoyable and informative. 

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

Sara Stella Lattanzio thought leadership meme post


Even in her reels, she nonetheless injects her distinctive humorousness whereas delivering priceless content material that pulls her perfect clients:

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 newest updates on AI.

Right here’s an instance of one in all her current 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 related branding kinds. This makes it simpler for individuals 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 reasonably controversial strategy to thought management. His principal enterprise is constructing storage services, however his main technique for rising a Twitter viewers is publishing controversial posts like this one:

Nick Huber thought leadership post


Although these Tweets don’t have anything to do together with his principal enterprise, individuals love attending to know him as an individual, and it has helped him develop his on-line presence tremendously.

Whereas this isn’t at all times one of the best technique for progress (particularly in the event you’re rising a conventional model), it has labored out effectively for him just because most of his buyers are mates he makes on Twitter.

Will Cannon

Will Cannon is a superb instance of a thought chief who constructed a powerful 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 perfect goal market.

So in the event you’re feeling caught, have a look at key issues your clients face and create frameworks to unravel 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


In contrast to most individuals attempting to be good on social media, Alex offers his viewers an unfiltered snapshot of his enterprise failures and what he’s studying alongside the best way. 

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 and marketing is now not writing longer, extra detailed content material. To face out from AI generated content material, you must create content material that has a singular viewpoint whereas nonetheless fixing the client’s drawback. 

In case you want extra assist creating thought management content material, you may be part of the Copyblogger Academy the place you may 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 and marketing specialists, like Amanda Natividad, Brian Clark, and Steph Smith, to offer unique insights to the group.

You may join today threat free, as I provide a 30 day a reimbursement assure.


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