The Sales Acceleration Formula: Using Data, Technology, and Inbound Selling to go from $0 to $100 Million

by Mark Roberge

Let's assume you have 10 people on your thought leadership committee. An example content production process would look like this. Every Tuesday at 9 a.m., one member of the thought leadership committee will sit down with the journalist for a one-hour interview. The interview should be on a niche subject. Don't choose your product as the subject. The interview should be about a trend in the industry, a question buyers have early in their buying journey, a phrase that likely resonates with an individual your business can help, and so forth. After this one-hour interview, that member of the thought leadership committee is done for 10 weeks, as the other members will cycle in. An hour interview can generate a lot of content. From that one-hour interview, the journalist can write a three- to five-page ebook on the discussion topic. The journalist can write three or four short blog posts around niche subjects in the ebook. The journalist can generate dozens of social media messages for Twitter, LinkedIn, and Facebook about the quotes, stats, and trends mentioned in each blog article. Although this content is created within a day or two, it can be scheduled for release to the public over an entire month.