Writing style

Thought leadership

Effective thought leadership content is one of the best ways to build awareness and credibility with our audiences. When done right, it helps people view us as a relevant, forward-thinking company. It should always feel insightful, genuine, compelling—never self-serving or phony. 
What does thought leadership look like at Citrix?
The goal of our thought leadership content is to build authority and credibility around the idea of employee experienceWhile our content should express our unique point of view on employee experience, it shouldn’t be about our products or solutions. 
We seek to bring together diverse perspectives around informed research and insight. Always humble and never relying on our voice alone, we aim to create a shared dialogue that shapes the future of employee experiences. 
Our thought leadership content:
  • Explores topics from multiple perspectives, bringing together diverse voices for content contribution. 
  • Approaches content development with a sense of curiosity for new insight, but always shares it with humility, not sole authority. 
  • Fosters interaction between like-minded audience members to drive continued dialogue. 
  • Explores technological issues and topics from a distinctly human perspective. 
It should feel:


Inspiring others and encouraging them to work toward a collaborative goal. 


Focused and process-centric, helping audiences formulate an actionable POV. 


Reflecting a natural, ingrained curiosity, that engages our target audience. 

Writing tips
Creating impactful thought leadership content is more of an art than a science. Here are some tips to help you engage your reader and position us as an authority while staying true to our brand.  

Approach your content as a breaking news story, not a marketing piece. 

Get to your point quickly, and cite experts and research to support your ideas. 

Share a unique perspective on the topic.

Don’t just say what everyone else is saying. It may be helpful to do a quick search to find out if our perspective is similar to someone else’s.  

Put yourself in your reader’s shoes. 

Why would someone want to read your piece? What will they get out of it? While it’s important to keep Citrix business goals in mind, your content won’t be effective if it doesn’t first and foremost answer “what’s in it for me?” for your reader.  

Ask your reader questions.

It helps them think about how your topic or insight is relevant to their own life or work.  

Connect with your audience in a personal way, and speak their language. 

For example, if you’re writing to a CIO, it’s OK to use more technical terms. If you’re writing to a CHRO, talk about technology in terms of its impact on people.  

Back up claims with research. 

This can include original research by Citrix, citing desktop research from credible third parties, or even quotes and testimonials from experts. 

For ghostwritten, bylined pieces, ask yourself:

“Would this person actually say this?” “Does this make sense for them to say at this particular moment?” and, most importantly, “Why would anyone care?”

Use language that people understand the first time they read it.  

Like this: When disruption strikes, empower your employees to not only adapt but thrive.


Not like this: To thrive amidst disruption, organizations must cultivate employees empowered to adapt to changing conditions and innovate quickly. 



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