The brave new world of Content-Led Selling is here. Don't worry, we've got your back.

Welcome to the 37th edition of my weekly newsletter, "The Other Side of Failure."

Thank you to two partners who helped make this week's newsletter possible.

The Maker Group is the negotiation partner for revenue, enablement and procurement professionals all around the globe. MAGNETIC (CONTENT-LED SALES) is 100% trained on negotiation and utilize the Maker Connect platform to ensure all deals are good for us and the customer, while remaining profitable.

Sharpen your team's skills while having a Unified Framework, or as I call it, a playbook for negotiations.

Apollo.io?is the Sales Engagement platform of choice for MAGNETIC and our clients.?I have every SEP on the market and bar none, Apollo is a distant #1.???Start for free today with this special offer from MAGNETIC.

Last week I asked the BIG question and you responded!

The winner?

Content-Led Selling.

This is an important mark for us to reach, even with the poll only earning 96 total votes.

Let's look at the poll demographics, and then start to pick apart what this data suggests.

The primary audience VIEWING the poll was smack dab into MAGNETIC 's ICP.

CEO/Founder/Co-Founder at 16%+ of the total audience.

This reaches my goal from a content perspective of

1. Providing a proof point, (data point)
2. Creating awareness for the early stage concept of Content-Led Selling
3. Validating that our content efforts are landing within the audience, (this is the same exercise we run for our clients.)

THIS IS SIGNIFICANT TO NOTE - CONTENT WINS!

The people who responded to the poll, and those viewing the poll, were 86% within our ICP.

Validation is easy, it's a 10-minute weekly exercise w/data points.

Now, when it comes to creating content, think less mechanics and attribution and more about creativity.

( PS - In last week's newsletter, I covered the mechanics here)

4 QUESTIONS TO ASK YOURSELF BEFORE STARTING YOUR CONTENT LED SELLING JOURNEY

"What are the questions that your audience has that they want answers to?"

"What could make their life genuinely better?"

"What cheat codes can you share with them?"

"What are the biggest pains they deal with day to day, and do you understand and empathize with in an honest and informed manner?"

WHAT ARE YOU ACTUALLY DESIGNING YOUR CONTENT FOR? WHAT IS YOUR INTENT?

Awareness (Are you here? You likely are)

Demand

Demand Capture (qualified pipeline)

Conversion (pipeline converted to revenue)

That's a lot, and that's not even hitting on a Content-Design and Execution Strategy for...

Client onboarding

Customer journey

Upselling

Cross-selling

Affiliate/partner selling

Renewal (creating loyalty across the entire journey.)

Does this seem overwhelming? Creating it? Editing it? Placing it? Monitoring it all? Make informed decisions around the data?

Yeah, it's a lot. MAGNETIC handles not only the Top of Funnel Content-Led Sales motion for our clients, but also the entire client lifecycle.

MAGNETIC ONE SHEETER v1

I'm sharing v1 with you, (in full transparency), to show you how we start to build collateral that can best capture what we do at a high level.

This will be iterated upon 10-20 times in the next 6 months until we capture an inflection point.

For now, this content will be used in initial meetings as the only talking point, as well as apart of our follow up with a more detailed proposal.

YouTube Update

Two weeks ago, we launched our YouTube Channel and included 70-minutes of content with the channel's first course, SOS, The Sales Operating System.

Analytics so far show a pretty good view duration at 30.4%.

In 2-weeks, 495 views.

Total Watch Time.

Subscribers.

All up.

0 promotion outside of two linkedin posts.

0 ad spend.

And we love unique views.

And we love being a, "suggested video."

THIS IS THE IDEA.

You want to be the video that plays next in cue when people are watching videos cued up in their search.

I want you to do this.

Stop reading.

Go to YouTube and type in the keyword that you believe your prospects would type in when searching for a solution for the problem or pain that you help solve.

Do it.

Ok, what did you find?

Let's start there;)

In conclusion, I hope that this gives you the perspective on how to view the beginnings of leading with Content.

Tip of the iceberg type stuff, really.

While you are at it, head over to start your free training for LinkedIn Sales Navigator Mastery with SOS

If it's overwhelming, let's meet.

Godspeed.

Steve