The topic of thought leadership is always an important but challenging area for many media agency executives. In this writing workshop hear from Mumbrella's media and technology editor about what makes a powerful, insightful and engaging opinion piece. The session will look at how to find a topic to write about, what makes powerful opinion piece, tips for structuring and building out the piece, common land mines to avoid when writing and how to ensure it ends up across multiplatforms.

1. A guide on how to write
good opinion pieces
Nic Christensen
Media & Technology Editor
Mumbrella
#InAgency

2. A guide on how to write good opinion
pieces
Nic Christensen, media and technology editor Mumbrella
#InAgency

3. The 3 biggest mistakes people make when it comes to
writing opinion:
• They overcomplicate things - “thought leadership” is overrated. It’s simply about
making a clear, concise and considered argument, nothing more
• They write something irrelevant to most readers
Or worst of all:
• They try to sell the audience something
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4. Don’t sell, Don’t sell,
Do. Not. Sell.
(oh, and also no-one cares about your trip to Cannes, SXSW, MIPCOM, etc.)
Don’t write a diary of the trip, don’t write about who you met, find one idea, one lesson,
one insight that the event inspired and write about that.
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5. What are the things that people do right?
• Make a single point, make it quickly (do one thing, argue it well & upfront)
• Ground it in experience (show the audience why you’re right)
• Demonstrate relevance (tell the reader why should they should care)
• Be current (if writing about an event it needs to be timely, not weeks later)
• Keep it short. It’s not a university essay (600-800 words is fine)
• Keep it simple (strip out the jargon - DSP, CPM, TARPs, etc. avoid or explain)
All of these things demonstrate the value exchange.
You are asking the reader for 5-10 minutes of their time.
Give them something in return: an insight, a lesson; something.

6. Do I need to be controversial?
No, but equally that doesn’t mean you should be boring.
(Quick tip: Very few people can make programmatic interesting)
The key is to have a different point of view.
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8. #InAgency

11. Some final thoughts
• Think about pictures, graphs, videos, links. How can you add value to your
reader? How can you show them your argument and why you are right?
• Get someone else to read it. Ask them to give you feedback help you finesse the
argument, colleague, friend, agency comms director, etc.
• Think about your publication plan. We talk about earned/owned - so what is your
earned/owned strategy? Put it on LinkedIn, can you pitch it to the trade press
(hello, Mumbrella), is there a company blog where you can post it? How can you
share it on social media and get your company/colleagues to promote it?
• Join the comment thread. Expand on and stand up for your ideas.

12. Some links
• Mumbrella’s guide to opinion - (Google: Mumbrella + guide to opinion)
mumbrella.com.au/about/submitting-opinion-content-events
• You are also welcome to run ideas by me:
• Nic Christensen - nic@mumbrella.com.au
• If you would like to pitch an opinion piece to Mumbrella send it to Suzan Ryan,
managing editor - production suzan@mumbrella.com.au and cc me in.
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13. Questions?
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