Think of your mission in writing thought leadership content (such as blog posts, bylined articles, guest posts or social media content) as that of a tour guide through difficult terrain. That’s especially true on topics such as B2B technology, which can be difficult material anyway. If reading is difficult, people will simply stop. Why? Because easy reading propels an audience forward, from one sentence to the next, until they understand your point and begin to build rapport and trust with you. Rather, your focus should be to make everything you write as easy to read as possible. Your goal with thought leadership content should not be to appear smarter than everyone else, although it’s nice if people think that. The bloated language serves as a fig leaf to protect the writer rather than a tool to help the reader.īrands succeed by standing out-but too many aspiring thought leaders are more concerned with fitting in. They don't want to risk making a controversial statement, a prediction that might prove wrong later, or to otherwise raise eyebrows back at the corporate office.įrankly, many execs and SMEs are more worried about what their boss or board thinks of their content than whether their target audience will actually want to read it. I swear, sometimes it’s almost like many would-be thought leaders hope no one will read their content. Let’s be honest: Much of it is impenetrable dreck, unreadable to the point of being offensive. Few things drive me crazier than the jargon-loaded, meaningless, bloated language I see used in far too much so-called "thought leadership" content.
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