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BY CARL FRIESEN
thought leadership resources
How to answer your
client’s question: “Will
your solutions work in my
world?”...
In professional services,
the goal of thought
leadership content is to
persuade the reader that
the author can help solve
...
The reader may be thinking,
“Sure, you’ve got some good
ideas. But how do I know that
those ideas will work in [my]
situat...
Convince your readers that
you understand their world,
through a kind of content
called “Trendspotting.”
Trendspotting content discusses
a slow-moving trend or
development – maybe:
• The migration towards software-
as-a-service...
Which of those trends affect the
people you want to serve?
What other trends can you
think of, for which you have
some answers to offer?
To be effective in moving
your clients to take action,
trendspotting content
must meet ALL THREE
of the following criteria:
1. It’s a trend that will affect
your client’s industry,
profession, or geographic
area, either in a good way
or a bad way
2. It’s something you’re
qualified to discuss, due
to your experience or
professional/academic
qualifications
3. Because it’s a slow-moving
development rather than hard
news, they may have missed it
– it’s not generating headlines
o...
Here’s a simple, four-step
process for generating
trendspotting content.
1. Pick a trend that will have
seriousrepercussions for the
people in your market. It has to
be big – otherwise they’ll ig...
2. Explain the background, and
how the trend will affect them.
3. Project what you think will
happen in future, giving
evidence for your opinion.
4.Giveyourrecommendationson
how to avoid a problem or gain
a benefit as a result of the trend.
Remember: NO SELLING! Don’t make it
a sales pitch. It’s not necessary. If you’ve
shown that it’s something they need to pa...
thought leadership resourcesT h o u g h t l e a d e r s h i p r e s o u r c e s . c o m
To
learn more about
how to develop...
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The best places to publish your content

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How to publish your content where your clients are already looking

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The best places to publish your content

  1. 1. BY CARL FRIESEN thought leadership resources How to answer your client’s question: “Will your solutions work in my world?” Presentation by Carl Friesen
  2. 2. In professional services, the goal of thought leadership content is to persuade the reader that the author can help solve the reader’s problems.
  3. 3. The reader may be thinking, “Sure, you’ve got some good ideas. But how do I know that those ideas will work in [my] situation?” ???
  4. 4. Convince your readers that you understand their world, through a kind of content called “Trendspotting.”
  5. 5. Trendspotting content discusses a slow-moving trend or development – maybe: • The migration towards software- as-a-service • Climate change • The growth of robots and artificial intelligence
  6. 6. Which of those trends affect the people you want to serve?
  7. 7. What other trends can you think of, for which you have some answers to offer?
  8. 8. To be effective in moving your clients to take action, trendspotting content must meet ALL THREE of the following criteria:
  9. 9. 1. It’s a trend that will affect your client’s industry, profession, or geographic area, either in a good way or a bad way
  10. 10. 2. It’s something you’re qualified to discuss, due to your experience or professional/academic qualifications
  11. 11. 3. Because it’s a slow-moving development rather than hard news, they may have missed it – it’s not generating headlines or hashtags
  12. 12. Here’s a simple, four-step process for generating trendspotting content.
  13. 13. 1. Pick a trend that will have seriousrepercussions for the people in your market. It has to be big – otherwise they’ll ignore you.
  14. 14. 2. Explain the background, and how the trend will affect them.
  15. 15. 3. Project what you think will happen in future, giving evidence for your opinion.
  16. 16. 4.Giveyourrecommendationson how to avoid a problem or gain a benefit as a result of the trend.
  17. 17. Remember: NO SELLING! Don’t make it a sales pitch. It’s not necessary. If you’ve shown that it’s something they need to pay attention to, and demonstrated you have some ideas to offer, that’s all you need. $ $
  18. 18. thought leadership resourcesT h o u g h t l e a d e r s h i p r e s o u r c e s . c o m To learn more about how to develop content that shows your expertise, enroll in our free weekly online resource: http://bit.ly/1UEgqZD

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