CONTENT STRATEGY — by Ray Costello

Stop 'Posting.' Start 'Answering.' (The 20-Question Protocol)

People want to do business with an Expert. The Expert is not the person who shouts the loudest. It is the person who answers the question the clearest.

Business owners are churning out noise — pictures of staff, company anniversaries, or generic updates. This is Content Clutter. It generates Likes (Vanity), not Leads (Sanity).

The Psychology of the Search

When a high-value prospect goes to Google, they are looking for an answer to a specific pain. The Expert is not the person who shouts loudest. It is the person who answers clearest.

The Protocol

Write down the top 10 questions your customers actually ask. Then write the 10 questions they should be asking. Record 90-second videos answering each. Stop trying to be an Influencer. Be the Authority.

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