John Agno, a fabulous leadership coach I've known for some time now, has been calling himself an "infomediary", long before the term 'content marketer' ever became popular. Here are his answers to my questions. (See the post The Content Marketing Two-Step Trap for background.)
• What kinds of content work to attract and stay in touch with readers, build your KLT factor (Know, Like & Trust), and makes sales?
The thread that goes through my executive/business coaching practice is "leadership."
2. Helping leaders succeed via onboarding coaching in their new job and/or new company
3. Helping people adjust and succeed in career transitions: from employee to entrepreneur, from technician to leader, from unemployed to employed, etc.
4. Helping CEOs and business owners grow their business through better strategic planning, effective leadership and by becoming talented social capitalists (i.e. working well with customers, employees, shareholders, boards of directors, and other stakeholders).
As an "infomediary," I provide free and low cost "leadership tips" via blog postings, daily and weekly broadcast emails via my shopping cart, industry email newsletters and on-site workshops & teleseminars. Much of what I provide for free is on a global basis.
Although I currently coach executives from Shanghai to New York City, much of my international "leadership tip" contributions tend to spread knowledge and goodwill with little expectation of generating/influencing future company sales.
However, staying in touch with readers, who appreciate this shared knowledge, is personally rewarding. (Of course, you share in this spreading of goodwill via the leadership content you provide through your focused editorial services [ContentforCoachesandConsultants.com].)
I work hard to separate my company's efforts from those online mass marketers who attempt to use the same old scripted recipes they have learned about in some network marketing-type teleseminar to sell their wares.
I plan to only provide insightful and "actionable leadership knowledge" content that can be easily implemented by my readers…and…expect to continue to enjoy the satisfaction received when they report back on their individual and group successes from putting these leadership principles into practice.
(I consider your contribution to my infomediary efforts worthy of the monetary payments sent your way; in consideration of the creative writing you provide me to share with others.)
I hope that you will continue the important work you do for me and my global readers.
John G. Agno, certified executive and business coach
Ann Arbor, MI 48106