Content strategist Lacy Boggs covers leadership marketing, having conversations with future clients, and how to shift your message from “vitamins” to “painkillers.”

TOPICS DISCUSSED IN THIS EPISODE:

* How the current quarantine situation perfectly parallels the entrepreneurial journey

* Lacy’s take on leadership marketing

* Why blueprints and formulas don’t work for everyone–and what to do instead

* The three keys to leadership marketing: your brand voice, how your customers want to be communicated with, and the data

* The difference between marketing and advertising

* Going back to beginner’s mind as the Buddhists do – and how to apply that to how you converse with your audience

* Lacy talks about a hard-won lesson in creating the wrong content and creating an audience not willing to buy

* What you need to track in content that leads to sales, and what the outliers mean to your data

* Lacy gives a case study of how leadership marketing may change business strategies

* What you can do now that everyone’s pain points have shifted

QUOTABLES:

“That’s the entrepreneurial journey: things that worked yesterday won’t work today and then tomorrow is apparently a whole new pandemic situation.” – @britneygardnerClick To Tweet

“We all got in business to do business, and unless you’re me you didn’t get into business to be a marketer.” – @blogspiration42Click To Tweet

“As a leader you have to figure out how to lead not only in your niche but in your marketing.” – @blogspiration42Click To Tweet

“Content marketing is a conversation; when you’re just talking at somebody it’s advertising.” – @blogspiration42Click To Tweet

“If you’re selling a done-for-you service, your client doesn’t care about how-to posts.” – @blogspiration42