Most geospatial content isn’t bad.
It’s just forgettable.
That’s because too many brands are stuck in regurgitation mode—repeating industry trends, surface-level insights, and the same old “how GIS improves decision-making” narratives.
But if your content looks and sounds like everyone else’s, why should anyone pay attention?
The real opportunity isn’t in creating more content. It’s in creating better content—content that positions you as the go-to voice in your niche.
And that means shifting from informing to leading.
What Thought Leadership Actually Means
Thought leadership isn’t just having a blog or posting on LinkedIn. It’s about making a real contribution to the conversation.
That happens in two ways:
1️⃣ Presenting a new idea (rare, but powerful)
2️⃣ Adding your original perspective to an existing idea (more doable, and just as effective)
Since groundbreaking ideas don’t come every day, the second approach is where most brands can win.
How to Add Originality to Your Content
Instead of repeating what everyone already knows, bring your expertise to the table. Here’s how:
- Share real-world experiences – What challenges have you or your customers actually faced when implementing GIS solutions? What lessons have you learned the hard way?
- Draw unexpected connections – Can you bridge geospatial analytics with an emerging trend, like AI or digital twins, in a way no one else has?
- Make a bold prediction – What’s happening in the industry that most people aren’t paying attention to yet?
- Challenge common wisdom – Is there a widely accepted idea in geospatial that you disagree with? If so, why?
- Ask better questions – What are the big, unanswered questions in geospatial? How can you explore those with your audience?
Examples of Forgettable vs. Standout Content
🚫 “GIS helps cities plan better infrastructure.”
✅ “Most cities are underutilizing GIS. Here’s the biggest mistake they’re making.”
🚫 “Remote sensing is valuable for agriculture.”
✅ “Why most precision agriculture models are missing a critical variable.”
🚫 “AI is changing geospatial analytics.”
✅ “AI can automate GIS tasks—but here’s where human expertise is still essential.”
The key difference? The second examples go beyond facts—they make you think.
The Bottom Line
Your audience doesn’t need more content. They need better content.
If you’re not adding a fresh perspective, you’re just adding to the noise.
So before hitting publish, ask yourself:
👉 Am I just repeating information?
👉 Or am I leading a conversation?
Because the brands that lead are the ones people remember.
Need help creating a winning content strategy? Check out our Brand Workshop.