Information vs. Insight
Sharing information isn't the same as sharing insight. Thought leadership requires net-new thinking — a unique perspective that challenges conventional wisdom or a new approach to a stubborn problem.
Insight helps readers question their assumptions and see things differently. It gives them a new way of understanding the problem they’re facing.
An Example of Insight
Here’s an example from my time working with Sigma, a data analytics and BI tool — the project that completely changed the trajectory of my career in content marketing.
When Sigma was launched, the status quo for line-of-business professionals (like sales managers, marketing directors, and finance folks) was to wait on their data team for business insights before they could make a decision. Unsurprisingly, data teams had ad hoc report queues a mile long. Practically, that meant that decision-makers were operating blind — because they didn’t have time to wait for the data.
Some BI tools were attempting to change this by offering “low-code” solutions. With these tools, users didn’t have to learn Python and SQL. Just simple proprietary code. The Sigma team said that wasn’t good enough. Non-technical business users should be able to query their data anytime they need to, on their own, without having to learn code. And they should be able to do it using a spreadsheet interface like they were used to.
When we created Sigma’s content strategy, we didn’t lead with the cool features, though. We led with a manifesto that said line of business folks deserve better than the status quo: “Sigma is built for a new world. A world of using all the data available, a world where analytics needs change quickly (and constantly), and a world where business people do their own analysis. We make the analysis that was considered difficult in the old world easy, and the analysis considered impossible a reality.” Every piece of content we created led with this POV, in one form or another.
Of course, we also talked about the features. But we didn’t lead with them. And that approach worked magic, attracting attention and skyrocketing the user base.
Defining Characteristics of Insight
So what constitutes insight? How do you know if what you’re sharing is going to resonate? Here are a few characteristics of insight that let you know you’re on the right track:
Present a unique point of view: Insight offers something different. It’s a unique perspective based on the brand’s DNA, the origin story, the WHY behind the product, the team’s deep understanding of the ICP and their needs.
Be highly relevant to the audience: The magic of insight lies in its specificity. Your ICP is dealing with a very specific problem, and they need a solution that’s relevant to that particular issue. Broad and general won’t cut it.
Reframe the problem: Insight shows readers a new way. It shines a light on a corner of the problem that completely changes the possibilities for solving it.
Get practical: Insight is practical. It’s not a philosophical argument or theory. It offers practical steps to take that make a direct impact on people’s everyday lives.
Tie it back to your product: Assuming you want your insight to generate demo requests and grow revenue, you’ll need it to connect to the way your solution solves the problem — your approach to the problem.
We’re long past the stage of information overload. People are drowning in information. Your audience is craving insight, not just more information.
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