One of my most frequent interviewee types are subject matter experts. These are people deeply knowledgeable about a topic through study or through their lived experience. A scientist, for example, may have expertise in organic chemistry. Or a business professor on workplace dynamics. I think anyone working professionally has accumulated expertise in their area, for example, a plumber on how to fix a water problem. A daycare worker on how to communicate with children. As a long-time business owner, I have subject matter expertise in writing, editing, and freelancing. But does that mean I can express thought leadership in this area? The short answer is yes.
Emphasis on leadership
Yet lately a term called “thought leadership” is more widely used in writing circles and business, prompting me to think about what’s the difference. Since the two terms share the fact of the expertise on a topic, I think the emphasis for the second is on the leadership half.
Good thought leadership content not only shares that expertise, but also takes it a step further. Leaders synthesise their own observations from what has been happening. They add an opinion or advisory element on what to do next.
For example, I might share my subject matter expertise on contracts because I’ve signed a lot of them and negotiated the terms. But then I would elevate a post by offering my guidance on what areas are negotiable based on my experience. I might also reflect on how to approach that conversation. It’s that little bit extra that allows me to lead others reading my content.
How to elevate
As someone who writes thought leadership content for others, I’m interested in pushing my author to really think about what they can add to it. How can their lived experience with the topic help others make decisions or progress in your industry?
I think it takes a little bit more confidence in putting yourself out there, as you’re establishing the guidelines for your readers. For that initial example of a professor in business school, it might be writing an op-ed when a workplace issue emerges where they can offer guidance.
Now, that same prof can also be the subject matter expert, but finding a platform to be a thought leader is also a great way to get their opinions out into the world and solidify their subject matter expertise.
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