How to Create Genuinely Useful Thought Leadership Content at Scale

Описание: How do you create thought leadership content at scale even if you don’t have access to leaders?

By broadening your definition of what a thought leader is, and taking a holistic approach to content creation, that’s how.

This week on the Flying Cat Marketing podcast, we talk to content marketer Brooklin Nash about how he takes expert voices and elevates them through B2B SaaS brands. Brooklin is a six-figure freelancer, aspiring seven-figure agency owner, and trusted by companies like Mixpanel, Skillsoft, and CloudShare, so we figure his advice is worth listening to!

Thought leadership has become a bit of a well-worn phrase in recent years but, as Brooklin explains, genuine thought leadership is way more than CEO-driven opinion pieces. He defines it as “Putting expert voices front and center in your content that match who your audience is and who you're actually selling to, whether they're your business users, end-users of your product, or decision-makers.”

With that out of the way, Brooklin walked us through his approach to getting time with subject matter experts, and how he makes the most of it to produce a true content web of knowledge that drives demand generation. Finally, he explained when and why content should be divorced from demand generation, and how to improve sales-marketing alignment to create sales collateral that can be used at all funnel stages.

All this and more in the full episode!


In this episode we talk about:
Brooklin’s definition of what thought leadership is
His content creation process, and how he scales it
How to avoid asking the same 101 questions in interviews with subject matter experts
How to improve sales and marketing alignment
His experience creating content for Mixpanel and Hopin
How he gets time with internal and external experts
When and why content needs to be divorced from the product

Timestamps
01:37: Brooklin’s definition of what thought leadership is
03:29: His content creation process, and how he scales it
04:01: How to avoid asking the same 101 questions in interviews with subject matter experts
07:40: How to improve sales and marketing alignment
11:03: His experience creating content for Mixpanel and Hopin
14:36: How he gets time with internal and external experts
16:41: When and why content needs to be divorced from the product

Connect with Brooklin Nash on LinkedIn:   / brooklin-nash  

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