How can you make your thought leadership content more accessible and searchable?

Thought leadership content is a powerful way to showcase your expertise, insights, and vision in your industry or niche. However, creating high-quality content is not enough to reach and engage your target audience. You also need to make sure that your content is accessible and searchable, so that it can be found, consumed, and shared by the people who need it most. In this article, you will learn some practical tips to optimize your thought leadership content for accessibility and searchability.

1 Use clear and concise language

One of the most important aspects of making your content accessible is to use clear and concise language that communicates your message effectively and avoids jargon, ambiguity, and complexity. You want your content to be easy to read, understand, and remember, not to confuse or frustrate your readers. Use short sentences, active voice, simple words, and transitions to create a smooth and coherent flow of ideas. Also, make sure to proofread and edit your content for grammar, spelling, and punctuation errors.

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Aimee LaFon

People person who finds fulfillment in helping and serving others.
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To be a great writer, you might have to unlearn what school taught you. Sounding well-read is excellent for academic writing, but conversationality, empathy, and humor are what we all crave from our interactions. To keep your audience engaged, you have to put yourself on the table and make it easy for your audience to relate to you. Otherwise, you're driving down a one-way road.

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Lisa Wells

Speechwriter - Thought Leadership - Webinar Content Development
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Pick a favorite friend or auntie who knows nothing of the subject. Pretend you’re at a bar explaining your idea. Jargon will fall away. Your tone will become conversational. If you start to pontificate, imagine their eye roll.

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2 Structure your content logically

Another way to make your content accessible is to structure it logically and consistently, so that it follows a clear and coherent narrative that guides your readers through your main points and arguments. You can use headings, subheadings, paragraphs, lists, and other formatting tools to organize your content into sections and subsections that break down your topic into manageable chunks. You can also use an introduction, a body, and a conclusion to provide an overview, a detailed discussion, and a summary of your content.

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Lisa Wells

Speechwriter - Thought Leadership - Webinar Content Development
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Often your conclusion should instead by your lead. Identify the biggest tension point or ‘ah ha’ of your piece and then back into the logic that got you there. Chronological reasoning is a big snooze fest in thought leadership.

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3 Add visual and audio elements

Adding visual and audio elements to your content can also enhance its accessibility, as they can appeal to different learning styles, preferences, and needs of your readers. You can use images, charts, graphs, diagrams, videos, podcasts, and other multimedia formats to illustrate, explain, or complement your written content. Visual and audio elements can also make your content more engaging, attractive, and memorable, as they can capture your readers' attention, emotions, and imagination. However, make sure to use relevant, high-quality, and original visual and audio elements that support your message and brand.

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Lisa Wells

Speechwriter - Thought Leadership - Webinar Content Development
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Think 1 slide per minute of presentation. A strong visual and 10 words top. If you put your complete idea on a slide the audience will read ahead, get bored, and not remember your main points an hour later. Use a visual or quote that supports the bigger concept.

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4 Optimize your content for SEO

Making your content searchable means optimizing it for search engines, so that it can rank higher and be more visible for the keywords and phrases that your target audience is using to find information on your topic. You can use various SEO techniques to improve your content's relevance, authority, and user experience, such as keyword research, title tags, meta descriptions, headings, links, URL structure, and content length. You can also use tools like Google Analytics, Google Search Console, and Google Trends to monitor and analyze your content's performance and identify areas for improvement.

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Aimee LaFon

People person who finds fulfillment in helping and serving others.
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SEO isn't just about making content recognizable to search engines. It's all about anticipating the search terms your audience is using. So, think to yourself, what would I search for if I wanted to find my own content? Then, find ways to incorporate that question almost verbatim in your writing.

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5 Promote your content on social media

Another way to make your content searchable is to promote it on social media platforms, where your target audience is likely to spend time and look for information on your topic. You can use social media channels like LinkedIn, Twitter, Facebook, Instagram, and YouTube to share your content with your followers, network, and influencers, as well as to join relevant groups, communities, and conversations. You can also use hashtags, keywords, tags, and captions to increase your content's visibility and reach on social media.

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6 Encourage feedback and interaction

Finally, you can make your content more accessible and searchable by encouraging feedback and interaction from your readers, as they can provide you with valuable insights, opinions, and questions that can help you improve your content and establish your thought leadership. You can invite your readers to comment, share, like, rate, or review your content, as well as to contact you directly or subscribe to your newsletter or blog. You can also respond to their feedback and interaction, as well as to acknowledge, appreciate, and reward their engagement.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Ranjith Sundaraj Chandra

Chief Technology Officer @ Tejis.ai | x-Googler | MBA, AI/ML, Engineering Leadership
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Tailor your Content Around Market Trends: If there's a trending topic in your industry, create content around it. This will pull readers who are searching for information on these topics and help position you as a thought leader in your field.

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Lisa Wells

Speechwriter - Thought Leadership - Webinar Content Development
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Use specific facts /stats from credible sources. That third-party validation rubs off on your credibility. Create skimmable subhead.

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How can you make your thought leadership content more accessible and searchable?

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1 Use clear and concise language

2 Structure your content logically

3 Add visual and audio elements

4 Optimize your content for SEO

5 Promote your content on social media

6 Encourage feedback and interaction

7 Here’s what else to consider

Thought Leadership

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How can you make your thought leadership content more accessible and searchable?

1

2

3

4

5

6

7

1 Use clear and concise language

2 Structure your content logically

3 Add visual and audio elements

4 Optimize your content for SEO

5 Promote your content on social media

6 Encourage feedback and interaction

7 Here’s what else to consider

Thought Leadership

Rate this article

Thanks for your feedback

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