Peter Winick breaks down three markets for thought leadership: consumers, small and mid-sized businesses, and Fortune 1000 companies. Each needs a different strategy. Consumer content works through paywalls and memberships as emotional plays, while SMBs and enterprises require B2B sales or licensing approaches.
Are there people doing like, or not people doing, but is it a success, like the paywall thing, or like this is my membership thing? Yes, but, or yes, and if you're an optimist. Not that I'm a part of a room of speakers that look at every word, but for example. So the world according to me, and you can buy it or not, is there's 3 markets for content. There's a consumer market, there's a small and mid-sized business market, which could actually be anything from a solopreneur to a founder of a $100 million technology company. And then there's the Fortune 1000, government agency, global nonprofit. And the mistake that people make is using the wrong strategy and tactics to sell into the wrong market. The consumer side, you can do anything you want, right? So go pick up a self-help book. Not that they all don't have science, but they could be anything, right? Like, you could— there's a whole piece here, and it's an emotional buy. Why do people buy that? That's most of the— membership, paywall, that's a very consumer play. And it's not that it's good or bad, we can debate that, but it's really about the emotional buy and the funnels. And there's a whole bunch of people online that can teach you how to do that stuff. We don't do that. So we're focused primarily on either the SMB or the Fortune 1000, or if it's going to be for the consumer, either the SMB or the Fortune 1000 will pay for it and give it away to their consumer clients.
