B2B CEOs: Here’s how to create a month’s worth of content in less than 60 minutes.

I started Influence Podium off a simple realization:

You used to need a PR team, an agent, a production company, and a television network to reach and communicate with your audience. 

But the world has changed, and I saw a broken marketplace where business leaders fail to truly gain their potential client’s attention organically.

For years, I became obsessed with how B2B companies talk to their market and bring top of the funnel awareness to their solution.

I spent hundreds of hours analyzing how they can better compete in this fight for attention and brand equity.

And I learned 2 things:

1- To earn the prospects’ attention and make them care, you need to be more personable and human. 

To do that, focus more on thought leadership and share from your own POV as the CEO and executive team.

2- Create high-quality content at scale, and build processes around you to minimize your time input.

From there, Influence Podium came to life.

Influence Podium puts you, the CEO, first by building a team around you that strategically scales your time and ability to produce and distribute content.

Now, both you and I know there’s a lot already on our plate: people to manage, fires to put out…

...so why is creating thought leadership content that important?

With consistency and a well-defined strategy, here’s what TL will unlock for you and your company:

? Network, biz dev, and build channel partnerships at scale

? Connect directly with your audience and create a platform to scale other endeavors

? Build your personal brand equity

? Drive awareness and increase in pipeline to elevate your marketing and sales efforts

? Use your newfound attention towards driving leads back to your business

Want more proof? This is from a recent LinkedIn study:

Thought leadership...

...starts lead generation process:

of CXOs say they’ll share their info after consuming TL content

...wins business opportunities:

of decision-makers say they choose a business largely off of their TL leadership

...and drives growth with existing customers:

of decision-makers increased the amount of business done with an organization and 60% bought a new service after consuming thought leadership

Now, for what you came for...

Thought leadership and creating content at scale used to be extremely time-consuming.

That’s why most CEOs aren’t doing it -- because they have enough things to take care of already.

This was the problem that I found and tried to solve with Influence Podium.

“How can we create high-quality, authentic, and strategic content without adding dozens of hours every week from top executives?”

After testing and iterating…

We have developed a process that will allow you to create a month’s worth of content in less than 60 minutes.

NOTE: This is a behind-the-scenes look at how we create 100+ pieces of content per month for all relevant B2B platforms. If you want us to do it for you, you can email me at [email protected] . But if you want to do it yourself, feel free to copy what we do.

STEP 0: Discovery and strategy

The first thing we do is sit down with you and ask you what you want to accomplish. 

We usually find that our clients want to invest in their company’s brand equity and use it to generate more leads, but it can be anything: book deals, speaking engagements, etc.

We always go backwards from your North Star.

STEP 1: Define "Bedrock" content

Your Bedrock is where everything starts from and puts you in a position to create volume. 

It’s a long-form piece of content that we use to break into smaller pieces that will then be reused, reshaped, and reformatted into all other platforms. 

It’s usually a podcast/online show, and it can be only about yourself or you can invite guests (which I highly recommend because you can then “use” their audience and expertise).

If you don’t have a podcast/show right now, you’re leaving a huge amount of opportunity in the table. Think of it as having your own television show watched by your market. 

With us, we use our network of videographers to come to your office and professionally film it so you don’t have to worry about logistics. 

Once you create your Bedrock content, you can then move to step 2.

STEP 2: Micro-content creation

From the Bedrock content, we will now create the rest of the content needed and distribute it across all relevant platforms. 

Here’s what we usually extract from each Bedrock piece:

• 1 long-form articles
• 7 Instagram posts
• 30 Tweets
• 4 LinkedIn posts
• 4 Facebook posts
• 1 podcast 
• 1 video version of the podcast

If you're doing it yourself, I recommend you still build a team of freelancers:

You'll need a videographer to film the podcast, a video editor to create video content, a podcast producer, a graphic designer to create images for Instagram and thumbnails, a ghostwriter to create articles, tweets, all-around copy, and LinkedIn posts. I also recommend a project manager/content strategist.

Note: Every piece of content should be a transcription from your words and the Bedrock. Your assigned ghostwriter just makes it grammatically correct and written in a way that reads well. But it’s your words, your thoughts, your tone, and your expertise -- always.

STEP 3: Audit analytics and iteration

Your brand manager will work with you and, through a consultative approach, will provide social growth strategies, analytics, and proven insights on thought leadership, social media strategy, and content marketing.

AKA, we won’t just create your content, publish it, and leave you alone until next month. We will guide you to get the best results. 

What's needed from you:

The objective behind this content machine is to create premium content at scale while minimizing your time input.

That's why we build a team around you and have a clearly defined process to really optimize your effort and energy.

All you need is around 30 min for each podcast episode and 5-10 min (from you or someone on your team) to look over the articles. In total, it's only around 60 minutes if you do 2 episodes per month and 120 min for 4 episodes.

And here's what you’ll see:

• Massive elevation of brand’s equity and awareness
• Hundreds of thousands of organic, relevant and targeted impressions
• Impact on the effects of your marketing and sales efforts and buyer’s attitude middle funnel too.
• A consistent creation and distribution of premium content at scale across all relevant platforms (100+ high-quality pieces/mo)
• An increase in net new meetings and pipeline due to earned attention being deployed to drive business objectives

If you want my help or just want to say hi, you can reach me here: [email protected]

(Or just send me a message here on LinkedIn)

Have questions?

No problem. For the sake of transparency, here are the 3 most common objections we often get:

• And what happens when our CEO doesn’t live in _____?

We’re location independent. We have a network of videographers that allows us to come and professionally film the Bedrock content no matter where you are.

• How much does it cost to produce this content? 

It depends on a few factors and we have different packages to fit your budget. It’s not cheap, but considering the LTV of your clients, the increase in brand equity, pipeline, network, referral partners and biz dev… damn, I guess it actually is cheap.

• Can you send us some examples of who you've worked with and the content you've produced?

Absolutely. Just email me and let me know if you'd like to see one of our case studies.

Whether you want us to work together or want to DIY, I hope this helps you create more content, build your brand equity, and drive biz objectives in less time. 

I also have a question for you:

What is the #1 reason that’s stopping you and your company from creating more content?

Leave your answer in the comments below!

Thanks for reading!

 @Marti Sanchez