Andy NearyI help insurance professionals turn brand awareness into business growth.

The #1 thing 👆that turns content into thought leadership.

24 Jun 2024 · 1 min

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Andy Neary advises creators to focus their thought leadership content on a single "favorite client" (ideal prospect). The core directive: when creating content, imagine sitting across a table at a whiteboard educating that client — produce content that would be useful to them. Decide what you want to be known for, then ignore other audiences and distractions.

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If you get a clear picture of who your favorite client is today. When it comes to creating thought leadership content, you only have one job Create content that your favorite client will find useful. Every time you create a piece of content, I want you to think about educating your ideal prospect. I want you to think about sitting across a table in a conference room at a whiteboard, educating your favorite client. What kind of information would they find useful? That's the thought leadership content I want you to focus on. So when it comes to creating thought leadership based content, what do you want to be known for? For what do you want to become known for? And then you've got to put your blinders on and ignore everything else.