Posts in Content strategy

Content marketing 101

A couple of weeks ago I was talking to a new prospect. He was really keen to start using content to promote his business and start generating some leads for his pipeline. The conversation was great because he shared my passion for content marketing…

Or so I thought. Things quickly started to unravel when I realised that what he thought of as ‘content marketing’ was vastly different to my understanding, because he ended up choosing to work with a telesales agency.

It reminded me of another opportunity I’d won last year – even though my client and I were using the same words in conversation, what we meant by ‘blog’, ‘article’, ‘case study’, ‘thought leadership’ was wildly different.

The failure is completely mine. Rather than assume we were speaking the same language, I should have ensured that each conversation started with us both being on the same page. Therefore, I thought I would share a whistle stop tour of the wonderful world of content marketing…

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Say hello to…Emma Busby, licenced Insights practitioner

Arguably, your people are your biggest asset. Without them, nothing would happen – or it would certainly make your life far busier and more stressful. It’s true that ‘people buy from people’ – your people. And when you’re looking for that elusive ‘USP’, the reality is that the one thing you possess that no-one else does is your people.

You’ve hired some really smart people who are capable of making your vision a reality. But those people need to be happy at work if they’re to perform to the best of their abilities.

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Say hello to…Susanne Wakefield, virtual assistant

Are you busy? I know I am. That’s why I hired Susanne as my VA. At the time I thought it was highly indulgent but now I don’t know how I coped without her.

See, we’re all busy, all of the time. But as Susanne so beautifully explains, just because we’re busy doesn’t mean we’re being productive. And that’s such an important point. As leaders, we’re supposed to set the vision for the company and then employ the right people with the specialist skills to get the job done – just because it’s our company, doesn’t mean we need to do everything (and I say that as a company of 1!).

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Content strategy: need pipeline for 2021? Let’s start planning…

I love a good plan. I love it, because with a plan in place you have greater control over whether you succeed and can identify the important ‘lessons learned’.

Every good marketer works a quarter in advance, so they have everything they need to give their campaigns the greatest chance of success. Therefore, if you’re looking to start 2021 with a healthy pipeline, we need to put the mechanisms in place now to start generating that drip feed of leads.

Within this newsletter I want to share everything you need to set you up for success.

So let’s get started…

Use content to give, give, GIVE!

Sharing your skills, knowledge and experience through content isn’t about giving away the company secrets. It’s about showing your audience how you can guide them to overcome a particular challenge or take advantage of a new opportunity. 

Because of their content strategies:

Atech Support has enjoyed 383% more website traffic driven by its insightful blog content, which is converting into a drip feed of leads.
Read the case study… 

Exonar has seen hundreds of downloads of its thought leadership content, which distils its research into practical advice for its audience.
Read the case study… 

So why is content so effective?

Because it delivers the right message, to the right people, through the right channel, at the right time. 

In signing up to receive more than words via email, you already have access to The Content Framework… 

Now I’m giving you ‘The Little Book of…Content Strategy’ – 100-pages that detail how to use the framework to map your content requirements onto your sales pipeline and how you can be really smart about creating those assets.

So what’s stopping you from getting started?

Worried you’re “too busy”?

Meet Susanne…

She’s the VA that just gets stuff done – I should know, she takes care of my admin so I can focus on the areas where I add the most value to my business. 
Say hello to Susanne!

Struggling to get everyone on the same page?

Meet Emma…

A licenced Insights practitioner, Emma enables teams to work together more effectively by helping them to understand their styles, strengths and value. 
Say hello to Emma!

Need an extra pair of hands?

Then go and follow these 3x fabulous freelance marketers…

Your 1 job for today…

Answer this question: what’s causing you the biggest pain at the moment?

  • Finding new sources of leads?
  • Boosting your online presence?
  • Keeping existing users happy?

Whatever the problem, in simply identifying what it is, you can immediately see where content will have the biggest impact on your business, and how to focus your efforts.

Don’t you just love it when a plan comes together?!

So there you have it – everything you need to start securing a solid pipeline for 2021. But as always, if you have questions please shout – I’m always here when you need me.


Read more about content strategy on the blog…

Is your content strategy scalable?

Imagine your content strategy says that every quarter you needed to produce 1x white paper, 1x case study, 3x LinkedIn articles, 12x blogs and 60x social updates. Would you rather:

A: produce all that content from scratch?

B: create one thing and tweak it?

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