What It Takes to Write Thought Leadership Content

We get asked about our process for producing thought leadership, including articles, digital publications, and white papers. To show what goes into writing and producing pieces that reflect a company’s point of view and value proposition while educating potential clients on industry topics, we’ve deconstructed the process of projects with different scopes and intents. 

FinTech: The New Core of Financial Services
The copy for this digital publication originated in posts we wrote for our FinTech Rising newsletter.  What we did for Yodlee is select topics, edit the copy for the posts, and pull in some additional research for the charts. This is analogous to taking existing product pieces and repurposing them as thought leadership.

https://canright.co/FinTech-TheNewCore

Personalization at Scale White Paper
This white paper started with a marketing deck and transcripts of two internal interviews. We did another interview with the main subject-matter expert, outlined the paper, and wrote a draft after comments on the outline. It went through three revisions.

https://canright.co/MorningstarPersonalization

Getting Started with the Developer API
This technology introduction is part sales piece and part software procedure. Its purpose was to introduce FinTech firms to a data-aggregation API and show how easy it is to use. This required calls with the marketing manager and the subject-matter expert, who did a demo and provided screen shots. The piece went through three revisions.

https://canright.co/YodleeAPI

Articles for Community Banks
We wrote a series of basic articles on topics for HTLF Bank’s community banks to spark ideas in their business clients. We generally did one call with the communications manager and a subject-matter expert, then did our own research. The pieces were basic and explanatory. They tended to have two revisions.

https://canright.co/NewMexicoBank

https://canright.co/WisconsinBank

Architectural Photo Guide for Hospitals
We had dozens of photographs shot for case study emails we do for the North Central Terrazzo Association. To gain additional exposure, we group case studies by industry, then select the best photos from several jobs along with copy that provides an industry viewpoint. We do reviews of the jobs and photos with the client, as well as the copy. Once we do a layout, projects like this generally go through two additional drafts before final production.

https://canright.co/HealthcareTerrazzo

Crafting thought leadership content is not just about writing; it’s an art form that blends expertise, insight, and foresight in a way that resonates deeply with its audience. From the innovative realms of FinTech to the essential strategies for personalizing customer experiences at scale, each piece we create aims to not only inform but also inspire and provoke thought. Whether it’s simplifying complex technologies for easier adoption or providing actionable insights for community banks, our content is designed to elevate understanding and spark dialogue.

As we wrap up this exploration into the nuts and bolts of producing thought leadership, remember that each link, each revision, and every expert consultation contributes to building compelling narratives that capture not just the mind but also the spirit of innovation in your industry. So, we invite you to delve deeper into our projects, see our process in action, and discover how we transform ordinary information into extraordinary insights. Are you ready to lead the conversation in your field? Let’s create something impactful together.for efficiency, the human element isn’t lost.

To learn more about our services, contact us at collin@canrightcommunications.com.