How do thought leadership articles work?
Did you know that I ghostwrite thought leadership articles for small businesses as part of their comms strategy?
This means I write the article. But THEIR name goes on the article.
I'm in the background cheering them on when it gets published in the press. It's all very secret squirrel.
Building trust and credibility through PR
Sharing your expertise via thought leadership articles in the business press or industry titles is a brilliant way to build trust and credibility.
These expert advice articles are pure gold because they help people feel more confident about making that first enquiry. They're also great for attracting new talent and retaining your existing staff because they build your profile in the press. Plus, it shows that a journalist thinks your ideas are worth publishing.
You can’t buy that kind of third-party validation.
Getting seen as the ‘go-to’ expert
Expert opinion pieces are a highly-effective way to get you seen as the 'go-to' expert in your industry.
I’ve ghostwritten written hundreds of them as well as writing them for my own business, like this Voices article in The Yorkshire Post’s Business section.
They work especially well if you work in:
• HR
• Recruitment
• Family, employment or property law
• Financial advice
• Accountancy
• Buying/selling property
• Leadership and confidence coaching
• People development and training
Wondering if you or someone in your team is 'expert' enough?
You don’t need a PhD or to have stood on the TedX stage. As long as you have practical advice to share, you qualify as an expert.
What to write about?
Tip: Think about the most common question people ask about your services. You can answer it in your thought leadership article.
And Brownie points if you can make it topical. What’s currently in the news?
A couple of ideas:
• HR specialist - if it’s the summer, offer top tips for employers on their legal responsibilities for staff during heatwaves.
• IFA - share your advice about how people can best navigate the pension changes due in 2027.
If you don't have time to craft a great thought leadership article that you can proudly share on Linkedin, please give me a shout.
Why work with me?
• Your article will be written by a journalist and PR specialist with more than 25 years' experience working in media. But your name will be the author.
• I guarantee I'll always give you the final say to approve your words before they go to a journalist.
• It won't be written with AI (journalists can smell this a mile off). So it'll stand out as being original, accurate and human.
• You don't need to contact any journalists - I'll do that too.
• I love ghostwriting thought leadership articles for small businesses, especially for The Yorkshire Post's Business section and specialist HR titles.
If any of this resonates with you, I'm always happy to chat or answer questions over a virtual coffee.
Please get in touch to book a call here
P.S. As ghostwriting usually takes place behind the scenes, I can’t share any specific client reviews. But to get a flavour of what it’s like to work with me, head to my Testimonials page
