Common Types of Thought Leadership Content

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As we said, there is no exact type, but we surely found that some were easier to produce and would have a bigger impact on our market. We decided to start with these 5 different types:

1. Opinion articles
Counterfactual opinions work very well in this type of content. To produce them, we need to reflect on common sense to see what is true and what is not, and find a “right way” that relates to our narrative. It is like finding the “old way” and showing “our way, the new way,” as Raskin says.

For example: growing organically was just a counterfactual south africa consumer mobile number list opinion to the prevailing narrative (and still is) for many people.

It may also be a new approach to the same model/argument, something that has been "ignored" or simply needs more attention.

These topics can also be related to a trend or hot topic relevant to our audience, but it must have timeless value.

Authors should preferably be people from the company itself who are knowledgeable about the proposed topic.

Apart from being written by the author himself, another way of developing this category of content is through interviews. The opinion text is developed from an interview with the author.

2. Case studies
It can be a personal narrative (our own case or someone from the company) or a client's story.

The idea here is to share a story where we learned something or achieved a goal when we used an empathetic strategy, method, or mindset with our narrative.

It also needs to be empirical and show those results and really focus on the storytelling, where we have a great opportunity to connect with the reader.