Practical thinking on B2B content marketing, LinkedIn for professional services, and why visibility matters for businesses that run on trust.
You are good at what you do. Your clients know it. Your referrals prove it. But your LinkedIn profile looks like you haven’t shown up in months. That gap, between how well you work and how well you appear online, is costing you.
30 June 2026How long-cycle, trust-based buying behaviour changes what content needs to do, and why retail marketing logic doesn’t translate. Hiring an expert is a big decision; big decisions take time.
Hiring an expert is a big decision, and big decisions take time. What the long B2B buying cycle means for your content, and how to play it well.
Practical thinking for accountants, lawyers, advisers, engineers, and consultants who want a visible practice without becoming content creators. Includes the 1/9/90 rule and why impressions beat likes.
Your buyers research you on LinkedIn long before they call. What your profile and posts say about you when you’re not there to explain yourself.
The impossible brief. The internal sell. The structural problem, and what to do about it.
Why one marketing manager cannot produce consistent content for a full partner group, and why the fix is structural, not more effort.
How Content Play works: the interview model, the production workflow, the tuning phase, and what makes content sound like the person it came from.
Brief forms flatten expertise into interchangeable marketing copy. Here’s why every Content Play engagement starts with a recorded conversation instead.
For founders, principals, and senior professionals growing a reputation-based business.
Referrals built your practice, but a referral-only pipeline is fragile. Here is why word of mouth stalls, and how content steadies the flow of new work.
Every rainmaker publishing consistently is the baseline. Newsletters, events, testimonial deep-dives, a branded magazine and a podcast layer on top, and the network of your people multiplies the lot.
Every rainmaker publishing consistently is the baseline. Newsletters, events, testimonials, a magazine and a podcast layer on top, and your people’s networks multiply the lot.
The Content Play newsletter helps marketers and business leaders get more from their content.
