From Your Expertise

To Their Education

Your expertise becomes strategic content through a proven process that turns your knowledge into your audience's preparation to buy.

Step 1: Alignment

Understanding Your Goals and Voice

We start with a review of your business goals, your audience, and what you want to be known for.

This is a conversation about:

  • The topics where you shine

  • The outcomes you want from your content

  • Who you want to reach and educate

  • How you currently connect with prospects

What to collect: Material that supports your voice and brand

  • Branding kit (logos, colours, fonts, etc)

  • Existing marketing and business plan

  • Current website, blogs, social media posts

  • Writing samples of styles you like

  • Topics you'd like to be known for

Don't worry if you don't have everything. We can fill in any blanks as we go.

Step 2: Structured Conversations

Extracting Your Expertise Through Natural Discussion

We schedule update conversations with you to keep tapping your knowledge, experience, and insights.

These aren't formal meetings, just natural discussions about what you know.

We feed this information back into our knowledge repository to keep your content fresh and topical.

What Makes a Great Conversation

  • Your opinions about your domain and key industry changes

  • Your expertise in how to solve this problems and the value you bring to your clients

  • Examples of feal experience of your solution in action

We record and transcribe the conversations and edit them to extract the gems and nuggets that make your content unique to you.

No Preparation Required

If you run a business, a team or can teach others your topic, you already have what we need in your head:

  • What you do

  • How you do it

  • Why you do it

  • What you see as “wrong" with your industry and the status quo

  • What you'd like to change for your customers.

Interview Frequency.

The more content you need, or the deeper you want to go, the more we need to chat.

  • Starting out a single interview or quarterly updates.

  • Most services monthly conversations are best.

  • For book authors, podcasters and membership organisations we don’t need ongoing interviews, we can work from the content you’ve already produced.

NOTE: Our approach allows us to continue to produce regular content if you miss an interview. But the more updates we get, the fresher the content will be. This is particularly true if you work in a fast moving industry or when major events happen. The sooner we get your opinions the better.

Step 3: Content Production

Your Insights, Your goal, Multiple Formats, Maximum Impact

We use a variety of formats to create content that connects with different segments of your audience, at the different stages of their journey with you.

Your Audiences Journey.

While you have deep expertise and could talk all day about your topic, your audience in contrast is starting out naive. Naive to you, but more importantly naive to the problems they are experiencing or what it could mean to them to solve the problem.

This means you need to bring them on a journey of discovery.

For consultants the typical journey is:

  • Starting with their awareness of the problems surrounding them, helping them identify the symptoms in their own lives and own business that indicate “there is more to know”.

  • Once they can see an issue, they need to understand what “good” looks like after they have solved it, are they richer? are they less stressed? do they have more clients? are their clients better off?

  • At this stage they are ready to start diving a bit deeper, to learn more and see what’s involved and solving the issues.

  • Finally, they are ready to engage, and they now see you as the one who is best placed to help them.

Based on your goals, the journey will vary, for instance a SaaS platform content would carry on beyond the sale to keep people active and engaged for the lifetime of their engagement with you.

Why Multiple Formats Matter

Some people prefer to read articles. Some respond to visual infographics. Some scroll through carousels. Others prefer quick social posts or animated content. We're all different.

We present your insights through all these formats to connect with the widest possible audience, meeting them at the point in their journey with the content suitable to them.

Content Production Process

The nuts and bolts of how we do it.

  • We Extract Gems: Key insights and themes from our conversations

  • We Adapt for You: Content tailored for each stage of your prospects journey, on different platforms and tuned to your audience preferences

  • We Create & Style: Multiple formats to present each Insight to the relevant audience segments

  • We Proofread: Every piece is checked for accuracy and voice consistency

Constant Content Flow

We continue producing content from accumulated insights, presenting them in new ways to connect with different audience sub-profiles and keep the conversation going between our monthly updates.

Step 4: Distribution

Getting You in Front of the Right People

We mix and match which channel to focus on with the best time and frequency to maximise your content reach.

Channel Focus

The focus of each channel depends on the desired outcome.

  • LinkedIn: Good for professional thought leadership and industry insights

  • Website/Blog: Build a library of detailed articles and case studies.

  • Instagram: Short, sharp snippets to grab attention

  • Facebook: Lighter more social content to build your personal profile

  • Industry Platforms: Sector-specific channels where your audience gathers

Posting Schedule

  • Optimal Time to Post: Morning slots, multiple times per week

  • Consistent Schedule: Spread evenly for maximum visibility

  • Platform Optimisation: Content adapted for each channel's algorithm