Content Play turns your expertise into consistent, professional LinkedIn content, so the right people find you before they need you. One conversation every month or two. Weeks of content. Nothing to write.
When someone gets referred to you, the first thing they do is look you up. They go to LinkedIn. They check your profile. They scroll your recent posts.
If they find nothing useful, no insights, no point of view, no sign of life since March, the doubt creeps in. Not always consciously. But it’s there.
A competitor who posts consistently, talks about real problems, and shares actual expertise looks more credible. Even if you’re the better operator.
Visibility is not vanity. It’s the pre-sale that happens before you ever speak to a prospect.
They open LinkedIn on a Tuesday evening after a full day of client work and stare at a blank screen. They draft something. It sounds generic. They delete it. Or they post once a month, feel good about it, then disappear for six weeks.
The expertise is real. It just never makes it onto the page.
For businesses where the category is well understood: accountants, brokers, bookkeepers, consultants. Prospects know what you do. The question is why they’d choose you over the next one.
This content shows character, values, and how you work. It makes you memorable, not just findable.
For businesses with complex or novel offerings where the market doesn’t yet understand the problem you solve. Before a prospect can buy, they need to understand why it matters.
This content walks the audience from unawareness to genuine curiosity.
We start by working out which path fits your business. Then we build around it.
Once every month or two we interview you, then we produce, tune the voice with you at the start, and publish on schedule. You respond to the comments and get on with your business.
One month of posts does not transform a business. But six to twelve months of consistent, expert-driven content does something campaigns cannot.
It builds an audience that knows your thinking. It creates a body of work that proves expertise. It keeps you visible between referrals, so when someone’s ready to engage, you’re already the obvious choice.
Here’s the rule that governs all of it:
The bigger the change your work makes to someone’s business or life, the longer they take to decide.
Nobody deliberates for months over lunch. They do deliberate over the adviser who might change the trajectory of their company. Your best future clients are not ready to hire you yet. But they’re watching. When their moment arrives, on their timetable, not yours, the adviser who has been consistently useful is the one they call.
This one comes from a Content Play client, a partner at a professional services firm. Nine months of consistent LinkedIn content. No viral posts. No paid ads. No campaign. At month nine, a prospect reached out. They had been reading the whole time. They had already decided. The contract was worth $300,000. The partner almost gave up at month four.
In professional services: accountants, advisers, consultants, engineers, lawyers, brokers.
Whose knowledge is genuinely valuable but whose online presence doesn’t reflect it.
Who rely on referrals and want to keep growing without the fragility of a referral-only pipeline.
Real expertise worth sharing (you don’t have to know what to say, we help you find it). A willingness to show up for a conversation every month or two. A long-term view of your own credibility.
A strategy already figured out. A large following. Anything written.
“I was told, it’s like you’ve actually written this.”
A Melbourne accountant, five weeks into his programme. A contact said it to him at a networking event. That’s the goal every time.
“Some people that I have known for a long time have worked out that we have made a lot of progress.”
A global business development firm. Dormant contacts in Asia and Europe re-engaged after seeing the posts. No outreach. Just consistent content.
Start with a free 30-minute call. We’ll spend the time understanding your business, your goals, and your audience. By the end, you’ll know whether what we do makes sense for your situation. No pitch. No hard sell. Just an honest conversation.
Or email us at willem@contentplay.expert
It helps marketers and business leaders improve their content game.