(The Cyrkle “Red Rubber Ball” 45 rpm single cover; fair use)
How should thought leadership content present its arguments?
It depends.
Thought leadership content
Let’s say that you’re a content marketing consultant creating thought leadership content for one of your clients. Furthermore, the client works with two types of rubber balls: the old-fashioned gray ones, and the new red ones.
Now let’s say the content describes moving from the old to the new rubber balls, and you list (perhaps in the manner of a sage) all the reasons why you may want to make the move.
Should your thought leadership piece also say why you may NOT want to make the move?
It depends.
Why to only discuss one point of view in a single piece of content
Perhaps the best way to attract your hungry people (target audience) is to convey a single message.
In my example, your single message may be that gray balls are so prehistoric, red balls are hot, and you should go red.
Clear. Unencumbered. Persuasive.
Why to discuss multiple points of view in a single piece of content
Alternatively, your hungry people may want to consider all the facts.
Returning to my example, your thought leadership piece may list all the reasons to switch from gray to red rubber balls, then list all the reasons why NOT to make the switch.
Now this is a REALLY sage-like move.
You could still recommend to go red, but at least your hungry people were exposed to the alternative (and ultimately rejected) view.
Did you see what I did here in this post? I could have written a straightforward post that said to only talk about one point of view. But then I chose to include this section that advocates a second point of view.
But now I’m going to put on my maverick mask and offer a THIRD option.
Why to discuss multiple points of view in multiple pieces of content
Why not do both? Why not write one piece with one point of view, and a second with the opposite point of view?
In my example, you would write focused pieces about “going red” and “staying gray.” Each self-contained piece is clear, unencumbered, and persuasive. Yet the totality of your thought leadership embodies the complex nuances of cases where there is no one right answer.
And there’s an added benefit for content marketing consultants who write thought leadership pieces for their clients.
If you write two pieces of content rather than one, you (may) collect two fees.
Follow the money.
Speaking of which, Bredemarket can write one or two thought leadership pieces for YOUR firm.
Bredemarket 