Thought Leadership Content
POV-Driven Copy + Content for Every Stage in the Buyer’s Journey
You have enough on your plate. Work with a partner who has in-house marketing experience plus deep expertise in B2B marketing and healthtech. I’ll help you create content that stands out and positions your product as the obvious choice. Bonus: the process is pain-free — just ask my clients.
Copy + Content Packages to Fuel Your Marketing Initiatives
Point of View Showcase
Promote your point of view with a brand manifesto and a collection of articles.
Discovery process, where I review your brand messaging, product messaging, market research, and ICP research
Pre-meeting prompts to identify insights in an editable doc
Strategy Session to explore ideas for your manifesto and articles
Project roadmap & content briefs
Brand manifesto
Three thought leadership articles
$9,800
Difference-Driven Customer Stories
Accelerate your sales cycle with customer stories that are designed for conversion and showcase your point of view.
Discovery process, where I review your brand messaging, product messaging, market research, and ICP research
Strategy Session to discuss the details of the project and a strategic approach to showcasing your POV in the customer stories
Customer interview process that maximizes insights and minimizes time required from customers
Project roadmap & content briefs
Three customer stories
$5,500
Creator-Style Weekly Newsletter
There’s a reason creator-style email newsletters (like what you see on Substack) are so popular. It’s the perfect format for establishing thought leadership and exploring topics your audience cares about.
Discovery process, where I review your brand messaging, product messaging, market research, and ICP research
Initial Strategy Session to nail down our approach to the newsletter, including what sections will feature in each issue
Monthly, I’ll send over prompts in an editable doc to get ideas and insights flowing — we’ll work asynchronously to choose what to feature in each issue.
Four email newsletters each month
$7,600/month, 6-month commitment
Thought Leadership Campaign
Get high-performance assets for a thought leadership campaign: A white paper and landing page copy, with a blog article and social posts to promote the white paper.
Discovery process, where I review your brand messaging, product messaging, market research, and ICP research
Strategy Session to nail down the approach for the white paper/report and your point of view
Project roadmap & content brief
SME interview process that maximizes insights and minimizes time required from SMEs
White paper or report (standard 6-10 pages — longer pieces are custom quoted )
Landing page copy
Blog article
Six social media posts
$7,800
Thought Leadership Content Bank
Have a bank of content to publish, repurpose, and pull from to build out your thought leadership program.
Discovery process, where I review your brand messaging, product messaging, market research, and ICP research
Pre-meeting prompts to identify topics and your insights in an editable doc
Collaborative Thought Session to explore four of the top ideas
SME interview process that maximizes insights and minimizes time required from SMEs
Project roadmap & content briefs
Four thought leadership articles
$6,400
Custom Package
Have a custom package of content in mind? I’m happy to provide a quote for custom projects.
Types of content available for packaging:
Brand manifestos
White papers, reports, guides
Case studies, customer stories
Articles
Email newsletters
One-pagers, brochures
Landing pages, website copy
$5,000 project minimum
Get in touch to talk about a custom package.
Subscriptions
Want to work together on an ongoing basis? Ask about a subscription package! You’ll get a discounted rate and lock in your spot on my project calendar for the duration of your subscription.
“Choose Laura! She’s adept at uncovering customer pain points and finding creative ways to present solutions. The articles and case studies she developed for us are getting thousands of monthly views with high time-on-page and a low % exit. And our sales team is using them to close deals.”
Emily Hackeling, Front
The Super-Streamlined Process
1. Lay the groundwork
My secret sauce is the prep work I put in before hitting the keyboard. We start with a questionnaire that gives me the information I need to quickly wrap my head around your brand, your product, your audience, and your market. I also review your strategic assets, like product messaging and ICP research. We’ll then get on a call to talk through the project and make some strategic decisions.
After this call, I’ll develop a project roadmap that includes things like a timeline with milestones, so you know exactly what the plan is. I’ll also create a content brief for each piece of content we’re creating. These steps make sure the draft will be on point, with little editing required.
2. Build it out
At this stage in the process, you just sit back and relax. (Who are we kidding? Sit back and tackle the next thing on your to-do list!)
If the content includes SME insights, I’ll interview the SMEs using a streamlined process that minimizes the time they need to spend. Prior to the interview, I’ll send over a brief blurb about the goal of the project, why we want to showcase their expertise, and the questions I plan to ask so they feel prepared.
I’ll then create a draft of each piece of content, following the schedule laid out in the project roadmap. My goal for the drafts is to get them as close as possible to perfect — again, to make things easy for you.
3. Put on final touches
I include two rounds of editing in the scope for each project, but clients rarely need them. With the prep and planning I do, along with high-quality drafts, the final stage usually involves making tiny tweaks and goes incredibly quickly.
“Laura asked insightful questions that demonstrated her deep understanding of our goals. The content she delivered was spot-on. Despite our industry being quite niche and challenging to master, Laura's writing made her sound like an expert.”
Stephanie Kolp, ObvioHealth
FAQs
What exactly do you mean by “POV”?
Your point of view is your unique perspective of your market’s pain points and how to solve them. You might be pointing out what’s changed in the world and why it matters. You might be pushing back on what’s wrong in your industry and showing how to fix it. You might be identifying what piece is missing when looking at a problem and sharing how to solve that puzzle. There’s no one right way to do point of view. What matters is that your stance is strong and closely connected to the outcomes you deliver for your customers.
Are you full service? Will you handle PR outreach and paid media distribution?
I have a small support team, but I’ve realized I can deliver better results if I stay focused on my areas of expertise: thought leadership strategy and writing. I’m a great fit for a company looking to bring in a specialist consultant to work alongside an in-house PR and/or paid media team. And I’m happy to recommend other consultants I’ve worked with to step in and help with other projects.
What if I have questions?
We’ll start with a 30-minute call to give you the opportunity to get questions answered. It also lets me get a sense of your needs. I’ll be upfront about whether I believe I can help you reach your goals, and I’ll make recommendations based on what I hear from you.
After the call, I’ll send over a proposal with all the details we discussed on the call and some pitch points you can use to get buy-in from leadership if you need to.
What are your payment terms?
Once the project is greenlighted, I’ll send over an agreement and invoice, which you can pay via ACH or credit card. At that point, we’ll schedule the project and get started! Payment is due upfront and locks in your spot on my project calendar.
“Our company was eager to build thought leadership. Laura stepped in and took the time to listen, understand and ultimately generate high-quality lead-converting thought leadership content for our team. Not only did she exceed our expectations with her work, she was also a pleasure to work with!”
Julie Starck, Passport