Thought leadership, the practice of sharing ideas and expertise through content, is something nearly every PR agency will offer as part of a comprehensive communications plan. It is indeed a core tenet of a successful marketing and PR strategy, and today’s connected culture has made it easy for executives and visionaries to tell their story to the world.

But the while the media have opened their doors to guest content, they have also been flooded with submissions, leaving editors wary of sub-par writing and weary from the sheer volume of mediocre pitches they receive. This makes it difficult to break through the noise, and many technology companies come to our agency looking for guidance on earning placement in top business and technology publications.

As a budding journalist, turned PR professional, turned ghostwriter, I’ve worked with subject matter experts around the world, including White House cybersecurity experts, passionate lawyers fighting for important change and people on the front lines of investigations that make national headlines. Our clients at Barokas have diverse business and technology pedigrees and are all brilliant in their own rights, but for some, getting thought leadership efforts off the ground is a challenge.

Success at thought leadership – which can be measured by creating and publishing frequent original articles that are up to editorial snuff, entice readers and leave them hungry for more – requires more than clickbait headlines and an impressive title. It requires planning, strategy, creativity, an understanding of the media and journalistic-quality writing. Below are a few best practices for businesses and entrepreneurs looking to amplify their voice on the local or national stage.

Lean on experts. Experienced PR professionals can provide invaluable insight into what types of topics will resonate, and where. You know your business, and your PR team knows the media climate. Let them be an involved resource as you develop topics and consider where to pursue publication.

Consider a ghostwriter. According to the prolific King (Stephen), “If you don’t have time to read, you don’t have the time (or the tools) to write. Simple as that.” The bottom line is that good writing takes time, practice and an investment in reading the work of others. If you are eager to share your voice with the world, but don’t have the time (either to give an in-depth read to the types of publications where you want placement, or to put pen to paper) find a professional writer that can do the heavy lifting for you.

Add value. Thought leadership should never be self-serving. The value is not in promoting your excellence, or the brilliance of your new startup. It’s in the lessons you’ve learned, the in-depth knowledge you’ve gained, your personal anecdotes. Make sure your articles are written with the sole aim of adding value to the reader. If the article is crisp and useful, new connections, partners, customers and sales will naturally follow. 

Say something new. This one should go without saying, but surprisingly, many clients forget how important it is for their content to bring a fresh perspective. If your work doesn’t bring something original to the table, you will be hard-pressed to find an editor who will publish it.

Think like a journalist. Opinions are great, and a lot of value can be gleaned from writing and contributing op-ed pieces. But whether your piece is opinion oriented or educational, you must approach it like a journalist. Weigh both sides, keep the writing tight, validate with data and check your facts.

We live in a world where anybody’s voice can be heard, and shared, around the globe. But to ensure that yours rises above the din, that your unique expertise is recognized by the audiences that matter most to your business, it is important to be authentic, real and relatable in your writing. Done right, thought leadership can really move the needle, but if you don’t set a high standard for these programs, results will fall short.