How to Leverage Newsy Content for Thought Leadership

Thought Leadership and News: When it’s Okay to Suck News Dry

Rather than building from scratch, finding and knowing how to leverage newsy content can help ease your thought leadership journey in a few simple steps.

If you’ve followed fintech news lately you’ll notice the influx of content about Facebook’s Libra, it’s everywhere. If you want a definition of newsy content, that’s it. 

CNN, Forbes, CNBC, The Guardian etc. write a story, readers love it and another publication that’s late to the party sees that. However, since the story is no longer news, it looks for a different angle that would still appeal the same readers.

Here’s how it works: news that’s purely informational comes out first, e.g. “ Visa, Mastercard and eBay Pull out of Libra”.

The next stage of the news flywheel is articles with angles that go deeper to explain the story behind the news e.g.“ Why Visa Pulled out of Libra and How it Could Impact Others”, “ Why Visa pulling out of Libra will not Affect the CryptoCurrency’s Progress”, “ “What’s Next for Facebook After Libra Exits?”. These stories aim to answer the questions that the news articles triggered.

Another newsworthy thing happens with Libra and the chain starts all over again creating a flywheel effect that keeps Facebook (or whatever is hot at the time) in conversations. News first, then commentary and analysis stories follow.

That’s how journalists work, you’re either first to break a story or you settle for providing commentary in a way that no one else has, with the aim of helping the reader understand the news better.

News stories inform the reader of what happened; with limited commentary on why, how or what consequences will result.

Informational Content about Visa, Mastercard and eBay's withdrawal from Libra

Alternatively, here’s an example of a story written to provide commentary beyond the news.

Analysis content providing more information about the news

Here an example of thought leadership content (video) based on news.

Finding Newsy Content and Using it for Thought Leadership

Create thought leadership from news

Why newsy content? Well, the beauty of such content is that it already has people’s attention and if you latch on to one wave and provide unique commentary, you can build thought leadership that reaches more people than on other types of content. So how do you find Newsy content?

Google Search

Pick your keywords and search, once the results show up, filter them further by clicking on the News tab below the search bar. This will feature all content labelled as news.

Find popular news in your industry to add thought leadership.

Alternatively, for more diverse results you’d need to set up a Google Alert (just search for how to create Google Alerts). Pick your keywords (you can use several within 1 alert ), the countries you want news from and how often you want the alerts. I prefer once a day, otherwise, it becomes overwhelming.

Adding Thought Leadership

Thought leadership sounds fancier than it actually is. Picture a person who sees a Tweet from TechCrunch about the story below:

Thought leadership should be as easy as adding a comment

If she retweets it, anyone who sees the tweet will associate the story with TechCrunch and not her: no thought leadership. Alternatively, if she retweets the story and adds her own comments based on her unique perspective, that’s thought leadership. 

By adding a comment you contribute a voice to the discussion, inviting others to also contribute-you’re essentially leading a conversation.

Add your opinion as thought leadership when retweeting: agree, disagree, add data from studies, parallel it with related news etc.

Furthermore, you can also create follow-up in-depth articles that provide a unique commentary on newsy stories (if there’s an angle that hasn’t been covered). Newsy content can also be a source of newsletter content, whitepapers, infographics etc. 

If you need help with consistently developing quality content that sells, reach out to me on gabriel@writegarage.com or follow me on LinkedIn

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