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)

  • Check out stfo.io

• Include non-typical language and to capture attention

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

Introduction

• Open with a hook highlighting a familiar scenario or common belief in your industry

• Briefly state your contrarian or thought-provoking stance

• Hint at the risks or flaws of the topic

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]