Your org's thought leadership illuminates a highly technical
field. So how do you make it accessible to a broad
In technical fields like A.I., it can be hard to clearly
communicate your organizational insights in a manner that your
audience can grasp. In order to make technical insights
accessible, you have to get out of your bubble and into the mindset
of your audience!
Our guest today is Amelia Ross
, Director of Content Strategy
at Primer AI
, a company dedicated
to helping organizations make the best use of their investment in
data. They do this by using best-in-class machine learning and
natural language processing technologies, to help their customers
scale and optimize intelligence workflows.
We discuss how an organizational thought leader determines the
right target audience for their insights. Amelia tells us that it
isn’t just about reaching the economic buyer, but also spreading
your content to the influencers that surround such a buyer. It's
important to create content that shows your company as empathetic,
leading edge, and knowledgeable — and to take an informed stand on
emerging technology, trends, and social issues.
The modern world is moving fast, and thought leadership must
be timely and relevant in order to have impact. Ameila shares how
timely events shaped the course of Primer
thought leadership. The Russian invasion of
Ukraine sparked Primer AI
to use their
, to create
content that illuminated events in real time. That thought
leadership gave decision-makers under time constraints a complete
and accurate view of the information faster than ever before.
In addition to reaching your audience in a timely manner, you also
have to ensure that your content is presented in a way your clients
will easily understand. Amelia explains the need for educational
content in thought leadership, and the challenges of creating
content at various levels in order to connect with everyone — from
the average audience member to industry experts.
This conversation is an enlightening look at creating thought
leadership that illuminates complex ideas, and doing it in a way
that connects with a broad audience.
Three Key Takeaways:
* When creating Thought Leadership content for complex
topics, consider other influences that might support your
insights with your economic buyer.
* Thought Leadership that connects to trends and social issues
needs an immediacy that keeps pace with the news cycle.
* Don’t assume your audience understands the jargon, terms, and
acronyms of your thought leadership. Create content that reaches
and enlightens consumers at all levels.