As a sustainable copywriter (a writer working within the sustainability sector) you’ll hear the term ‘thought-leadership’ content a lot. It’s become a bit of a buzzword. But, simply, we define it as content created by experts in a particular field, that takes on a specific topic, sharing unique opinions or new information. It’s often ghost-written by a sustainable copywriter who has interviewed senior personnel. The thought-leadership piece will provide insights and knowledge of real value to the reader. It’s designed to be informative and engaging and is created to share expertise and build brand reputations. It can take many forms, including blog posts, deep-dive articles, videos, and podcasts.
The Benefits of Thought-Leadership Content
Creating thought-leadership content can do great things for businesses in the sustainability sector. Maybe you’re a start-up with an idea that’s going to change the world. Or an established brand, looking to maintain your position. Whatever your business, engaging a sustainable copywriter to create regular, thought-provoking content will work hard for your brand. How? Well, we’ve listed a few of the ways below, because who doesn’t love a list?
1 Improved Brand Awareness
Well-written thought-leadership content can help you raise brand awareness by providing valuable insights into current events and hot topics. An experienced sustainable copywriter will not only draw out key insights around the subject but will also include your core messaging in the content. So, while you’re showing your viewpoint, you’re also associating your brand with sharp thinking. In fact, you’re making your brand the go-to place when that topic comes up. This is a great way to differentiate your business from the competition and ‘live rent-free’ in your audiences’ heads.
2 Increased engagement, without getting down on one knee
Today, a great deal of content is created to be quickly scanned by the reader and clicked through. Thought-leadership content is designed differently. A freelance sustainable copywriter can work with your team, researching fascinating data and gathering unique opinions from your people. They’ll blend this into an informative, deeper style that is far more engaging. In this way, they’ll create something designed to be read and absorbed. Audiences can still be directed to click through after reading, but when they do, they’ll do so with real intent and interest.
3 Extending your reeeeeeeeeeeeeeeeeeeeeeeeach
By expressing a unique view on a hot topic or bringing previously unexplored research to the conversation, your thought-leadership content has the potential to reach a wide range of audiences or more of the right people within your target audience. This is because a good sustainable copywriter will craft the interviews and data not only into something that forms a strong narrative and clear conclusion, but that will be enjoyed and shared. From social media sharing, to interested clients forwarding your content to colleagues, this is a great way to increase the reach of your message – and brand.
4 Increased Loyalty, without taking treats to the park
Let’s be honest, there’s a huge amount of instantly forgettable content around. Thought-leadership content is designed to provide value to the reader. Your sustainable copywriter will have worked with other brands in your sector, so brings a valuable viewpoint on what’s tired and what’s new. They’ll use their considerable craft and experience to create craft something unique. And when you provide content of genuine interest, it creates a sense of trust and, over time, loyalty between your brand and the reader.
So, it’s pretty clear that thought-leadership content is an important tool for businesses in the sustainable sector to leverage. By using a sustainable copywriter, you can make sure your brand message is heard and resonates with your audiences. Raising brand awareness, increasing engagement, reaching a larger audience and creating customer loyalty… what’s not to love?
