Do you have a compelling subject, interesting point-of-view and the expertise and experience to produce a winning white paper, article or other Thought Leadership communication piece?
To find out, ask yourself the following questions:
1. GOALS/ DISTRIBUTION
- What do you expect to achieve by producing this material?
- What format are you envisioning? (White paper, article, presentation, etc.)
- How do you plan to distribute the material?
- What do you know about your subject/topic that others don’t?
- How will readers benefit by engaging with your material?
- Identify the target audience(s) for this information.
- What are the audience’s goals?
- Name three things that the audience doesn’t know about the topic.
- What is the problem you have identified that needs a solution?
- What evidence do you have that proves there really is a problem?
- What are the benefits of the approach being recommended?
5. YOUR POINT-OF-VIEW
- What new ideas or approaches do you have to share?
- Is there a “tool,” worksheet, checklist, etc. to offer?
- How are they different from previous solutions?
6. YOUR AUTHORITY
- What expertise/experience do you have which makes you an authority on the topic?
- Who are the “experts” that will be cited?
- What project experience will be included?
One last thought: Don’t tell your audiences what to think, tell them what to think about.