The Insight Lab
The Insight Lab is a smart system to make creating compelling content easier! My process is designed to develop content that’s not only original but also strategically ties to your product/service to achieve business goals.
The framework for content that creates interest, engagement, and brand affinity
High-performance content is made from high-quality raw materials:
🔍
Original Data Points
and/or Expert Opinions
Research-driven findings, expert opinions, and/or proprietary data that only your company can provide
💡
A Unique Angle or POV
A fresh perspective that makes prospects think and sets you up as a true leader in your industry
📋
Strategic Brief
A clear roadmap defining the audience, goals, and how the piece will connect to your product/service
The Insight Lab helps you:
Uncover and hone the raw materials necessary for true thought leadership
Co-develop a unique point of view
Align thought leadership content with product roadmap, GTM shifts, sales enablement, and other strategic initiatives
Build a cohesive long-term narrative that weaves through your content collection
How it works: a smarter, smoother way to create insight-led content
1. Set the strategic foundation
We’ll kick things off with a call to align on strategy. I’ll ask questions to help me understand the context of the content, and then I’ll develop a strategic content brief to make sure everything we create is sharp, original, and ties back to your product’s value.
2. Gather meaningful insights
I’ll surface the raw materials needed for a standout piece of content. I’ll conduct brief interviews with thought contributors (in real time or asynchronously), dig into relevant research, and/or find meaningful data points to build a compelling, thought-provoking argument. This ensures that your content isn’t just another opinion piece—it’s backed by real expertise and insights.
3. Plan the content
I’ll develop my plan for the content. The project lead and thought contributor(s) will review the plan and offer feedback. This ensures we’re aligned before diving into the full draft.
4. Write the first draft
I’ll craft the first draft—bringing together original insights, a compelling POV, and strategic messaging. The draft will then be sent for review and feedback.
5. Finalize & publish!
I’ll incorporate feedback, refine the piece, and deliver a polished final draft—ready to publish and engage your audience.
“It’s been an amazing six months of growth for us in terms of leads. Our success has been a combination of strategic content and making sure we hit the right people at the right point in the funnel. You thought of everything in terms of what we needed from the content and helped guide us with your experience.”
Harry Rose, Bonterra