Vickie Sullivan

Market Strategy for Thought Leaders

Resources  >> One Great Way to Leverage Your Content

Written by: Vickie Sullivan  |  August 16, 2016

One Great Way to Leverage Your Content

One Great Way to Leverage Your Content
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Many of us have become content machines. We churn out brilliant insights day in and day out. The next step: leverage that content.

A great example: This strategy + business article, The Two Types of High-Potential Talent, promotes a book about high potentials. First, check out the strategy around the angle. The article takes a slice (two types) out of a very big pie (high-potential talent). The latter (high-potential talent) captures initial attention, while the former (two types) made the piece compelling.

The authors didn’t stop there. The article created a next step: a quiz, of course! Now, the reader can self-diagnose their own situation. And they see another plug for the book.


Related: How to Carve Your Place In a Crowded Market


Also notice the one-two punch here. By focusing on the other side of sexy—the performer—this article not only told a good story, but it helped the reader discover a hidden way to get results. And that drove readers to the quiz to find out which role they play.

Creating clarity is not enough. Instead, let’s create a next step that helps do two things: assess their situations and make decisions. Isn’t that what “moving the needle” is all about?


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