Using the LEMA Framework to Write Thought Leadership Articles with Lily Ugbaja

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Episode Summary

Thought leadership content is about sharing valuable knowledge and insightful perspectives. And more and more brands use this tactic to stand out from their competitors and connect with their audience on a deeper level. But how do you write a truly remarkable thought leadership article?

In this episode of the Notorious Thought Leader podcast, our host Erin Balsa welcomes Lily Ugbaja, a self-employed fractional content manager, to discuss her powerful LEMA framework, what it stands for, and how to use it to create thought leadership content.

Guest Profile


Key Insights

Episode Highlights

Logic helps you create content that caters to your audience’s knowledge level

“A piece of content on content writing or content marketing, for example, targeted to a director of content versus a content writer, is going to have different things. So logic is what restricts your scope so that you are only writing what your specific audience wants to know and in the order that they need to know those things. It’s the what, the why, the who, the where, the how with a general understanding of where your audience is at the moment, where they are in their journey right now, what they know, what they want to know. […] I think that a perfect way to think of it is: if you were having a conversation with someone — your ideal audience — if you were seated together and you talked to them about what you were writing, what questions would they have? In what order would those questions come in? That is how you lay down the logic and the structure of your article if that makes sense.”

Add your keywords naturally

“If you use a content optimization tool like Clearscope, for example, you get those keywords in naturally in the other parts of the article without having those irrelevant headers there. And they’re still right because Google is looking for those semantic keywords. They’re not necessarily looking for them in the headers. Where those headers come to play is in the featured snippets, people also ask sections, site links, which, if you put them in the FAQs, it doesn’t matter. Google will still pick it up from there.”

Being explicit leaves no room for misunderstanding

“I like to use the example of fiction versus nonfiction. So some of my favorite fiction books are the ones that leave the ending open-ended, but they’re not trying to sell to me. They’re trying to entertain me. They’re trying to make my mind work. You’re trying to sell to someone. You don’t want to make them work; you don’t want to distract. You want to spoon-feed them and get them to where you want them to be. And so explicitness is laying it all on the table.”

Help people take action and get results

“If you teach me something, and I take that, and I implement it, and I get results from it, I come back to you, and I want to do more. I had a physiotherapist recently, my daughter’s physiotherapist. I introduced him to Google My Business, and he set up his profile. Lots of people would not set up their profile, but he set up his profile, and he started getting clients from there. And he came back; he remembered, he came back, he wanted to do more. And that could have been like an opportunity to upsell my services. And that is the aim of actionable content: inspiring readers, equipping them with everything that they need to fulfill that action.”