How to create genuinely useful thought leadership content at scale w/ Brooklin Nash

Executive Conversations

How do you create thought leadership content at scale even if you don’t have access to leaders?

By broadening your definition of what a thought leader is, and taking a holistic approach to content creation, that’s how.

This week on the Flying Cat Marketing podcast, we talk to content marketer Brooklin Nash about how he takes expert voices and elevates them through B2B SaaS brands. Brooklin is a six-figure freelancer, aspiring seven-figure agency owner, and trusted by companies like Mixpanel, Skillsoft, and CloudShare, so we figure his advice is worth listening to!

Thought leadership has become a bit of a well-worn phrase in recent years but, as Brooklin explains, genuine thought leadership is way more than CEO-driven opinion pieces. He defines it as “Putting expert voices front and center in your content that match who your audience is and who you're actually selling to, whether they're your business users, end-users of your product, or decision-makers.”

With that out of the way, Brooklin walked us through his approach to getting time with subject matter experts, and how he makes the most of it to produce a true content web of knowledge that drives demand generation. Finally, he explained when and why content should be divorced from demand generation, and how to improve sales-marketing alignment to create sales collateral that can be used at all funnel stages.

All this and more in the full episode!

In this episode:

• Brooklin’s definition of what thought leadership is
• His content creation process, and how he scales it
• How to avoid asking the same 101 questions in interviews with subject matter experts
• How to improve sales and marketing alignment
• His experience creating content for Mixpanel and Hopin
• How he gets time with internal and external experts
• When and why content needs to be divorced from the product

About the guest:
Brooklin is a content marketer for B2B SaaS companies. He became an "accidental" six figure freelancer, and is now working to become a "purposeful" seven figure agency owner. He works with companies like Mixpanel, Skillsoft, and CloudShare, usually out of his home in Antigua, Guatemala.
Timestamps
01:37: Brooklin’s definition of what thought leadership is

03:29: His content creation process, and how he scales it

04:01: How to avoid asking the same 101 questions in interviews with subject matter experts

07:40: How to improve sales and marketing alignment

11:03: His experience creating content for Mixpanel and Hopin

14:36: How he gets time with internal and external experts

16:41: When and why content needs to be divorced from the product
Connect with Brooklin Nash on LinkedIn: https://www.linkedin.com/in/brooklin-nash/
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