When you write thought leadership content, a winning technique is to use a “why” post. Eg. “Why some veggies are bad for you” or “Why you should boycott farmed fish.” Not to be confused with a post about “your why,” an effective “why” post challenges the status quo, introduces new approaches to old problems and provides evidence and anecdotes that back up your opinions and claims.
“Why” posts can be used across any industry or vertical. What can you create a “why” post about? Below is a template that walks you through the basic structure for a “Why” post. The tone of this post is to enlighten the reader and give them something new to consider. The voice is that of a guide or teacher.