Thought leadership. Brand journalism. Corporate storytelling. Expert-led content has lots of names.
Whatever you want to call it, this kind of in-depth content is a chance for you or your organization to share your unique expertise, experience, or point of view with your audience.
Written in a journalistic style, this kind of content is more exploratory than promotional. It’s a chance to spark crucial conversations about your industry and position you—and your brand—as the authority.
If you’re working in clean tech, you probably know something about innovation, climate change, and government funding.
If you run a business incubator or accelerator, you probably know what it takes to develop a product, raise venture capital, and get a company off the ground.
If you’re working in the social impact space, you probably know a lot about fundraising, charitable impact, and the housing crisis.
Anyone running or working within a business or organization has an area of expertise. Your knowledge is valuable—to your customers or clients and to your industry. When you share your expertise, you showcase your credibility and authority, and your willingness to engage in important conversations about your industry and its challenges.
Expert-led content combines interviews, news hooks, data, and industry insights. It’s often packaged as a story, with highs, lows, and payoffs.
Deep, meaningful content like this easily stands out in a sea of generic SEO blog posts created by AI prompts. (Remember: AI-generated writing comes from content that already exists. So, if you want to say something no one’s said before, you can’t rely on the ideas that AI recycles).
The expert-led content you create, whether it’s an in-depth narrative piece or a shorter Q&A, doesn’t need to sit on your company blog. You can chop it up and use it on social media as a text post or a video.
You can extract the best quotes and data insights and add them to your weekly email digest. You can use the mic-drop insights you uncover in presentations and speeches. Invest once in its creation and use it over and over.
Investing in two expert-led pieces will leave you with weeks of content to leverage.
Written in a journalistic, narrative style, expert-led content doesn’t explicitly sell. It weaves anecdotes, points-of-view, quotes, and data into a story that’s engaging and easy to read. It’s not a sales pitch and it’s not full of blocks of text crammed with marketing jargon.
That specific point of view you shared? That emerging trend you identified? Each could lead to being a guest on a podcast, headlining an industry conference or guest authoring a column in a major media publication.
Ready to contribute to the conversation?
Let’s chat.