How to write industry leading insights

By Richard Croxford, Copywriter, UK

As a copywriter, I often find myself writing industry insight articles for my clients. These are long-form pieces of copy, like blogs and articles, that set a brand apart from the competition by demonstrating their superior knowledge of a subject.

An industry insight is a piece of writing that demonstrates both a forward-thinking approach to the sector in which the client operates and an in-depth understanding of the subject matter.

Basically, what I am trying to do, when I write industry insights, is show that my client is a leader in their field.

To write a piece like this, I have to understand three things:

My audience – What do they want to get from the piece? How much background knowledge do they already have? Why are they reading my work?
My client – Why are they writing this piece? What sector do they operate in? What are their opinions and thoughts on the subject being covered?
The subject matter – This usually requires some kind of specialist knowledge and no small degree of research.

Industry insights aren’t easy, but when you get them right, they can have a big effect on a brand’s marketing practices.

Practical tips for writing industry insights

So, we have gone over the theoretical stuff above, now how do we actually write an industry insight piece?

Do your research: Dive deep into your topic, gathering data, statistics, and expert opinions to support your insights. Remember, this is all part of offering the audience some insider knowledge.
Find a unique angle: Offer fresh perspectives or alternative viewpoints to engage readers and stand out from competitors. Again, this sets you apart from the competition and gives your readers a genuine reason to engage with your content.
Write some compelling headlines: Craft attention-grabbing headlines that summarise your main point and entice readers to delve deeper. We have an article on how to write a killer headline, here.
Provide some actionable advice: Your audience want to read some practical tips or strategies which they can apply in their professional or personal lives. This should come from the perspective of the author’s own experience.
Avoid jargon wherever possible: This is a controversial one because while it’s essential to demonstrate expertise, you need to avoid overwhelming readers with excessive jargon or technical terminology. Try to explain complex concepts in simple terms, ensuring clarity and accessibility for all readers.
Inject some personality: I truly think this is one of the most important takeaways you can get from this article. You should infuse your writing with personality and flair! It makes it far more engaging and memorable. Inject anecdotes, humour, or personal experiences (where appropriate, obviously) to humanise the content and connect with readers on a deeper level.

Do all of those things and you’ll be well on your way to writing great industry insights.

If you’re a copywriter looking for further advice and guidance on improving your writing, look no further!

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