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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  |  March 19, 2013

Set the Stage First

It’s a common occurrence in the content marketing war.  Once a big issue appears on the horizon, there is a dog-pile of articles, white papers, and infographics to tell us what to do about it.  While I often recommend that we narrow the scope of our content in these cases, sometimes it pays to write at 30,000 feet.

Check out this article from Booz Allen.  It addresses a primary concern of their ideal client:  what to do with all that “big data” everyone is collecting.  But instead of going narrow and creating a collection of tactics, this piece goes deep by changing the questions we ask and with three easy-to-understand lessons to get started.  The brilliance here:  the advice was practical, but still hard to implement.  Who can help?  You guess it — the author, Booz Allen partner, David Meer.

When our prospects are facing a massive effort, the first thing they need is to get their hands around the issue.  If we can help do that first, then the to-dos will be well received.  This article shows us how to approach a big topic by reframing the issue first, then giving the practical-but-strategic content.

We can all use this formula.  Let’s try it and see what happens…


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.