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Blog Template: Writing Thought-leadership & Opinion Copy

 

This is a template for writing "Thought Leadership or "Opinion" blogs.  Use these section to organize and optimize your blog writing.

Title

  • I.e [Provocative/Contrarian Title: State Your Main Argument]
    • E.g. What does it mean to “carry your cross”? Are You Doing It?

  • Use a provocative, contrarian, or surprising statement (not click-bait)

  • Include non-typical language and to capture attention

  • It is important to show credibility (especially with opinions pieces)


Introduction


Outline the current state of things

  • Describe the prevailing wisdom or practice right now

  • This is one of the few times where you can use industry jargon or familiar phrases. It’s a good way to create a shared experience and platform your expertise

  • Give examples of how things are typically done

 

Tease the immediate risk

  • Describe a significant, immediate risk of the common practice

  • Tease the impact on a real-world person/brand/industry/thing example to illustrate the point – but withhold the details of how it happened until later on


Outline the problem

[Problem 1] Start building in more tangible evidence

  • Make a bold, declarative statement in the H2

  • Describe the problem from different angles so readers can get to grips with your argument 

  • Include metaphors, analogies, or thought experiments to make your point more readable 


[Problem 2] Start building in more tangible evidence

  • Make a bold, declarative statement in the H2

  • Curate compelling data, stats, or visuals to support your argument

  • Return to your real-world example/case study from earlier and tell the full story of why/how they were impacted

  • Feature quotes from others who share similar views


Dive into the far reaching implications

  • Make a bold, declarative statement in the H2

  • Broaden the scope to discuss how this practice affects entire groups/tribes/industries/countries etc.

  • Discuss the potential long-term negative effects of the practice

  • Draw comparisons with related concepts or scenarios

  • Use hypotheticals or projections to illustrate your point

  • Include tweets or quotes from industry leaders to add credibility


Suggest the counterintuitive solution/alternative approach

  • Make a bold, declarative statement in the H2

  • Propose a better way of doing things

  • Explain why it works, despite seeming counterintuitive

  • Offer actionable tips/a framework for implementing your suggestion

  • Encourage experimentation and adaptation


Address objections

  • A rhetorical question, or bold, declarative statement in the H2

  • Anticipate and address potential criticisms of your approach

  • Use analogies or comparisons to make your point more relatable

  • Reinforce the benefits of your solution


Final thoughts

  • Summarize your main points

  • Reinforce your central/counterintuitive argument

  • End with a thought-provoking statement/question


Further Reading

  • [Related article 1]

  • [Related article 2]

  • [Related article 3]

 

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