METHODOLOGY
The Process.
My process is designed to turn your internal expertise into a full, multi-channel campaign — flagship content at the center, supported by blogs, LinkedIn posts, email sequences, landing pages, and sales enablement assets.
This approach ensures that every piece of content is strategically aligned, ready to deploy, and designed to build authority across your audience. Everything is built plug-and-play, ready to drop into your channels.
Once we’re signed and ready, we’ll meet to define:
- The flagship topic and supporting themes
- Target audience and goals
- Key voices or SMEs to feature
- Channels for content deployment and campaign rollout
This ensures alignment on strategy, scope, and priorities before any work begins.
I’ll interview 1–3 internal experts and dig into reputable, up-to-date sources—think PubMed studies, market data, or regulatory guidance. I may also bring in external SMEs if internal experts aren’t available.
The insights I gather during this phase will inform all campaign deliverables, not just the flagship asset.
Once the flagship asset is complete, I turn my attention to supporting marketing collateral, which may include the following:
- ✓ Hub-and-spoke package of SEO- and GEO- optimized blog posts (one 1500+ word pillar post, plus 3 to 5 supporting 800+ word blog posts)
- ✓ 8 - 12 LinkedIn posts (company + executive thought leadership)
- ✓ Email nurture sequences (3 to 5 emails)
- ✓ Lead capture landing page
- ✓ Sales enablement assets
- ✓ Webinars scripts
- ✓ Conference abstracts and speaking outlines
- ✓ Press releases
- ✓ Contributed articles for industry publications
- Review final flagship and supporting content with stakeholders
- Confirm messaging, tone, and branding consistency
- Share internal summary and talking points with leadership and sales teams
Once all content is finalized, the campaign moves from creation to execution. This phase ensures your flagship and supporting assets reach the right audience across all channels. While all copy and assets are ready-to-deploy, someone in-house will need to load and schedule content across channels.
- ✓ Upload blogs to CMS / website
- ✓ Schedule LinkedIn posts for company and leadership accounts
- ✓ Set up email nurture sequences in your ESP
- ✓ Launch landing pages with functioning forms and CTAs
- ✓ Coordinate additional channels, like partner newsletters or communities
The Timeline
My process is designed to turn your internal expertise into a full, multi-channel campaign — flagship content at the center, supported by blogs, LinkedIn posts, email sequences, landing pages, and sales enablement assets.
Week 1–2
Authority Extraction
- SME interviews and market scan
- POV and narrative thesis development
Week 3–4
Flagship Asset
- Draft, refine, and finalize core expert-led piece
- Format customized to your company needs
Week 5-8
Supporting Assets
- Blog posts, LinkedIn posts, landing page, email nurture
- Sales enablement: send-after-call docs, objection-handling, internal summary
Note: Timeline assumes timely feedback from your team. Fast-tracking is sometimes possible, but quality requires realistic timeframes.
The Investment
Single-Asset Package
$8,000+ USD
Ideal for focused authority building on a specific topic.
Full Plug-and-Play Campaign
$20,000+ USD
We’ll tailor the scope to your goals, budget, and launch plan.
Rights & Confidentiality
- All work is ghostwritten and 100% yours upon payment.
- Founders or SMEs can receive a byline if desired.
- I sign an NDA with every client and never work with direct competitors.
Common Questions
Process & Collaboration
How involved do I need to be?
Your attention is required at the beginning as we work through positioning and SME interviews. Your presence is also required for review of outlines/drafts of all deliverables.
Can we interview more than 3 internal experts?
Yes, as needed based on scope and goals
How do you handle technical or regulated content?
Research is backed by reputable sources, SMEs, and regulatory guidance.
Can you work with external SMEs if internal experts aren’t available?
Yes, we can bring in outside experts to fill knowledge gaps.
What if we need to pivot the topic mid-project?
It’s best to fully commit to one topic and see it through. If another relevant topic surfaces, I typically recommend developing a second campaign around it once the first one launches.
Timeline & Availability
What if our team is slow to provide feedback—does that extend the timeline?
Yes, slow feedback poses the biggest risk to staying on track with the timeline. Due to production schedule constraints, slow feedback can set back a project significantly.
Can we fast-track a project for a launch deadline?
Possibly, but my recommended timelines are typically quite ambitious for most teams. I’m always open to discussing your goals and timeline needs, but there all limits to how much we can accelerate production without compromising quality. Good things take time.
Do you offer ongoing content support after this project?
If you’ve enjoyed working together and want to keep a good thing going, I’d be happy to discuss a longer-term partnership. Many of my clients find value in continuing to partner together beyond the first campaign launch.
Content & Strategy
How do you decide which format (eBook, article, landing page) is best for our goals?
We match format to audience, goal, distribution, and long-term campaign strategy, ensuring every piece of content drives measurable impact and can be leveraged across your ecosystem.
Can you repurpose one piece of content into multiple assets?
Absolutely! Flagship content is the anchor for blogs, social media, newsletters, and presentations.