Creating thought leadership need not be difficult. First, start with an outline template that can be used over and over.

The following is my own custom version for creating thought leadership articles that resonate with and engage target audiences including hidden buyers. Remember, hidden buyers consume authentic thought leadership at the same rate as key decision makers: 63%. No other B2B marketing outreach comes close.

Once you’ve trained your mind to think this way, you can create a steady stream of thought leadership that works very well for B2B and tech marketing and sales.

Writer’s brief

Your outstanding thought leadership article

Status:  In progress

Timeframe: [insert dates]

Owners: [names, contact info]

[Article Title – optimized for SEO…query AI for ideas]

 Estimated word count: 750–1,000

Resources used: List the documents, websites, articles and other resources where you find insight and data for your article.

Summary/Overview

In an era where [fill-in-the-blank] innovation is crucial yet challenging, [target audience] can [achieve, access, grow, etc.] by [doing this]. [Generic solution description] can [insert resolution to problem that your product delivers]. These solutions [insert benefit(s)] while delivering [insert another benefit]. This approach not only [reduces, enhances, saves money/time,  etc.] but also positions the [targeted function or department] as a key player in [major company initiative]. 

Introduction

Theme: Introduce the theme [Fill-In-The-Blank] highlighting the challenges of [describe current condition or circumstances].

1️⃣ Set the stage with current statistics: 

Introduce the rapid growth of [solutions] valued at $___ billion in 2025 and projected to reach $___billion by 2030, a CAGR of ___%. 

This strong growth indicates a significant shift towards using [proposed solution] to [insert benefits].

2️⃣ Briefly discuss the concept of having [proposed solution benefits] within the company. Use a simile or common expression like ‘that’s money!’.

3️⃣ Introduce the problem: Major challenges faced by [job titles] in [industry] include [X, Y, Z]. Ripple effects in other functional areas include [fill-in-the-blank]. Previous investments in [status quo products, solutions or fixes] did not pay off as expected so better solutions are needed.

4️⃣ Tease the solution: Highlight how, with status quo solutions becoming less dependable, companies are increasingly relying on [solutions like ours].

5️⃣ Preview the content to come: Touch on at least 3 key areas.

Outline Template: Creating Thought Leadership

I: The Challenge of [fill-in-the-blank] in the [target] Industry

1. Show why current trends are causing targeted companies to seek alternative solutions. Show how these trends are impacting dynamics among various parties both inside and outside the organization.
2. Highlight the strain on [a particular party] showing impacts that are, preferably, quantifiable.
3. Transition: Explain that, with these pressures mounting, rapidly growing solutions such as [your solution] are gaining momentum as practical responses to ease the strain.

II: [Generic Solution]: A Strategic Tool for [fixing the challenge]

1. Define generically the solution (do not mention your product or company).
2. Explain how [the generic solution] can [insert a benefit] while providing them with [another benefit], thus freeing up [time, money, other…things that cause job anxiety].
3. Write about how this [generic solution] can free up resources that be redirected towards [other areas or projects] like in developing [the hot new product in target industry].
4. Transition: [Generic solution] can be an essential tool, delivering [blank], [blank] and [blank].

III: Real-World Applications and Benefits

1. Address the question: “How can I fix [targeted challenge] and still be in alignment with corporate initiatives and external forces [economic, regulatory, green initiatives, other]?”
2. Provide case studies or hypothetical scenarios where [generic solution] has been pivotal in resolving [insert challenge(s)] within the [target] industry.
3. Answer: “How does [generic solution] help [job titles] support their organizations in [fixing challenge(s)?”
4. Transition: Discuss real-life examples where [job titles] have leveraged these solutions to improve [blank], [blank] and  [blank].

IV: The [Targeted Function]’s Leading Role in Choosing [Generic Solution]

1. Explore how the [targeted function] can be at the forefront of [company strategy, other] not just a cost center but a source of [insert corporate wide benefit].
2. Explain how [generic solution] helps this leadership role by providing [benefit(s)] that align with department and strategic goals.

 V: Conclusion and CTA

1. Summarize the strategic importance of using [generic solution] to solve the current problem of [insert challenge] deliver [insert benefit(s)]. Encourage [insert  job titles] to evaluate [generic solution] to [insert summarized solving of the challenge]. 
2. Example CTA: Learn more at https://www.yourcompany.com/yoursolution/. The CTA on this page can be ‘learn more’, ‘schedule a discovery call’, ‘contact us’, or whatever you like.

©Edelman-LinkedIn Thought Leadership Impact Report

Milestones

Open questions

To summarize, creating thought leadership is much easier if you use a process like the one shown here.

Keep a virtual list of ideas inspired by current events in your market space and how your company is responding to trends with new products, new distribution, pricing updates and other items with which potential purchasers of your solutions can be engaged.

If I can be of help please contact me.