I’ve long believed that the best thought leadership makes good ideas widely accessible and easy to understand. And that’s even more true today in the COVID-19 world.
Today’s audiences are currently struggling with cognitive overload. Navigating everyday life tasks have suddenly become a whole lot harder. And require active problem solving. When people feel stress, they focus less. Their reading comprehension skills can actually drop several grade levels.
We’re in a situation where almost everyone—even the smartest member of your target audience— feels some degree of mental exhaustion.
In general, that means people will have a lower appetite for long-form think pieces—such as books, whitepapers, and weighty articles.
Here are a few tips to help you create organizational thought leadership content for your audiences in today’s context.
- First, distill your idea to its essence. Respect people’s time and equip them with curated, actionable ideas.
- Next, choose easy-to-consume formats—now’s not the time for long-form.
- Finally, use simpler language. Skip the jargon and complex sentences. Let your ideas shine clearly.
How have you adapted how you communicate your organization’s thought leadership?
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