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  3. Content marketing

Repurposing and distribution

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    Content marketing
Chapter 19Publish a point of view, not content
Chapter 21Sell the transformation, not the feature
Part of the playbook

Content marketing

Chapter 20 of 37

Factory
Client acquisition
Reading time
1 min
Line
Lead generation
Chapters
37
  1. 01Awareness-matched selling
  2. 02Build owned distribution before the rented kind betrays you
  3. 03Common failures
  4. 04Consistency beats brilliance, so build a publishing rhythm you can hold
  5. 05Content and long-form
  6. 06Copy is thinking, not writing
  7. 07Distil to one message
  8. 08Draft fast, edit ruthlessly
  9. 09Email and newsletter
  10. 10Emotion, story, and the unconscious
  11. 11Engage like a human, because reach without relationship is just noise
  12. 12FAQs
  13. 13Find your voice and protect it
  14. 14Give away your best material for free
  15. 15Line-level craft
  16. 16Pick one audience you can actually serve, not everyone with a pulse
  17. 17Pick the channel where your audience already gathers, and go deep on one
  18. 18Proof and risk reversal
  19. 19Publish a point of view, not content
  20. 20Repurposing and distribution
  21. 21Sell the transformation, not the feature
  22. 22Social and short-form
  23. 23Test, ship, iterate
  24. 24The brand site and landing page
  25. 25The first line earns the second
  26. 26The headline carries the click
  27. 27The long-form running order
  28. 28The persuasion skeletons
  29. 29The psychology catalogue
  30. 30Write to one person
  31. 31Calculate how many leads you need and what you can afford
  32. 32Start right, work left through the awareness stages
  33. 33Dominate one channel before adding the next
  34. 34Scale winning channels
  35. 35Test a new channel each quarter
  36. 36Reallocate budget based on CAC by channel
  37. 37Track share of voice against competitors
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