Escaping the content mill
Years ago, my first real-deal freelance client told me to ghostwrite a byline for their CEO—for an audience of two people. The result closed a deal that brought them millions. That’s when I realized 99% of agencies are doing content marketing wrong. They target the top of the funnel and churn out content that's supposed to be everything to everyone. The result doesn't do anything for anyone. I started Hookline& to help businesses use strategic, sales-oriented thought leadership content that overcomes objections from the people who matter. This eBook outlines how we do it.
1. Begin with your audience
It’s not the person who uses your product but the person who signs the purchase order. Stop chasing media hits and hone in on that person—what they need to hear to put ink to paper.
2. Dissect your sales conversations
By analyzing where prospects get hung up in the sales cycle, you will form the basis of your thought leadership pieces to overcome common objections for your decision-makers.
3. Define the messages and voice
Take time to listen to your CEO’s ideas and perspectives, and communicate them in a concise, intelligible way. “Tone” doesn’t matter so much. Your key messages do.
4. Break down silos
Thought leadership pieces created from your CEO's voice are invaluable to sales, marketing, PR, and corporate comms. Share them and offer suggestions on how to use them best.
5. Follow through
Don't write savvy content and then leave it to rot. Collect them in a library accessible by your sales team so everyone can take advantage of your work.
