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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 16, 2016

One Great Way to Leverage Your Content

One Great Way to Leverage Your Content

Many of us have become content machines. We churn out brilliant insights day in and day out. The next step: leverage that content.

A great example: This strategy + business article, The Two Types of High-Potential Talent, promotes a book about high potentials. First, check out the strategy around the angle. The article takes a slice (two types) out of a very big pie (high-potential talent). The latter (high-potential talent) captures initial attention, while the former (two types) made the piece compelling.

The authors didn’t stop there. The article created a next step: a quiz, of course! Now, the reader can self-diagnose their own situation. And they see another plug for the book.


Related: How to Carve Your Place In a Crowded Market


Also notice the one-two punch here. By focusing on the other side of sexy—the performer—this article not only told a good story, but it helped the reader discover a hidden way to get results. And that drove readers to the quiz to find out which role they play.

Creating clarity is not enough. Instead, let’s create a next step that helps do two things: assess their situations and make decisions. Isn’t that what “moving the needle” is all about?


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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.