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SOP-20: Content Strategy & Educational Funnel Protocol

The AutomationSurgeon's Founder-Led Thought Leadership Framework
Version 2.0
Owner Founder
Trigger Content planning, social media strategy, blog creation, webinar development, email marketing campaigns
Purpose This document provides a systematic approach to creating educational content that builds Anton's personal brand authority, generates qualified leads, and positions AutomationSurgeon as a premium AI transformation partner.

1. Core Content Philosophy

1.1. Founder-Led Thought Leadership

  • Expert Voice: All content features Anton's expertise, insights, and credentials
  • Personal Brand: Build Anton as a recognized expert in AI-powered automation
  • Company Amplification: Company channels amplify and extend Anton's personal brand authority
  • Dual Platform: Personal LinkedIn establishes expertise; company platforms demonstrate scale

1.2. Content Strategy Principles

  • Treatment-First: All content should relate to specific service offerings
  • Information Gap Theory: Create knowledge gaps that drive professional engagement
  • Expert Authority: Leverage Anton's credentials and demonstrated results
  • Lead Generation: Every piece of content should have a clear next step toward consultation
  • Growth Focus: Emphasize revenue capture, competitive advantage, and business growth outcomes

2. Content Categories & Series Framework

2.1. Prescription-Based Educational Series

"The Onboarding Prescription Series"

Goal: Educate about onboarding problems while gating solutions

Content Sequence: 1. Free Blog: "How Slow Onboarding is Losing You $X in Revenue" - Cost of manual onboarding processes - Revenue impact of delayed client onboarding - Competitive disadvantage statistics - Gap: How to fix it

  1. Free Blog: "The 80% Rule: Why Most Onboarding Fails (And How Competitors Exploit It)"

    • Common onboarding mistakes
    • Why manual processes break
    • The 80% efficiency loss and revenue impact
    • Gap: The exact workflow structure

  2. Free Webinar: "Onboarding Automation: What's Possible vs. What's Practical"

    • Show working automation demo
    • Explain the framework
    • Gap: Implementation details

  3. Bridge Content: "Our Client Capacity Multiplier cuts 80% of manual work - here's how"

    • Case study results with revenue impact
    • Specific benefits and competitive advantages
    • CTA to diagnostic call

2.2. Technical Authority Content Series

"Azure DevOps for Small Business" Series

Goal: Establish technical authority while gating implementation

Content Sequence: 1. Free Blog: "Why Your Automation Scripts Are Security Nightmares" - Security risks in DIY automation - Common vulnerabilities - Compliance issues - Gap: How to secure properly

  1. Free Blog: "Version Control for Non-Programmers: What You Need to Know"
    • Version control basics
    • Why it matters for automation
    • Best practices
    • Gap: Implementation setup

3. Multi-Channel Content Strategy

3.1. Personal LinkedIn (Primary Platform)

Content Types: - Founder Insights: Anton's perspectives on AI automation and business transformation - Case Studies: Named client success stories with detailed ROI - Technical Deep-Dives: Demonstrations of expertise and advanced capabilities - Industry Commentary: Thought leadership on automation trends and best practices

Posting Schedule: - Frequency: 3-5 posts per week - Timing: Tuesday, Wednesday, Thursday (optimal B2B engagement) - Content Mix: 40% educational insights, 30% case studies, 20% technical demonstrations, 10% personal journey/behind-scenes

Content Guidelines: - Authentic Voice: Professional yet personal—Anton's unique perspective - Credentials Forward: Regularly reference Microsoft AI-102 certification and project successes - Value-First: Every post provides actionable insights or demonstrates expertise - Engagement-Driven: Encourage conversation and relationship building

3.2. LinkedIn Company Page (Amplification Platform)

Purpose: Extend reach and provide professional hub for company information

Content Approach: - Republish and amplify Anton's personal content - Share team achievements and company milestones - Provide corporate information and service details - Support SEO and brand discoverability

Content Attribution: - Author bylines: "By Anton, Founder" or "Anton and the AutomationSurgeon team" - Clear connection between founder expertise and company capabilities

3.3. Website Content Strategy

Blog Content: - Educational Articles: Deep-dive content on automation topics - Case Studies: Detailed client transformation stories - Industry Analysis: Market trends and insights - Resource Guides: Comprehensive automation guides

Content Calendar: - Frequency: 1-2 blog posts per month - Topics: Rotate through treatment series - SEO Focus: Target automation-related keywords (see SOP-31) - Lead Generation: Every post includes CTA to diagnostic tool

3.4. Email Marketing Strategy

Nurture Sequences: - Welcome Series: 5-email sequence for new subscribers - Educational Series: Weekly automation insights from Anton - Treatment Previews: Monthly service highlights and case studies - Founder's Notes: Personal insights and industry commentary

Email Guidelines: - Founder Voice: Professional, expert, with personal touch - Signature: All emails signed by Anton with credentials - Value-Driven: Every email provides actionable insights or demonstrates expertise - Relationship Building: Encourage replies and conversation

4. Content Performance Metrics

4.1. Engagement Metrics

  • Social Media: 5%+ engagement rate on information-gap posts
  • Blog Posts: 3%+ conversion to diagnostic requests
  • Webinars: 15%+ conversion to diagnostic calls
  • Email: 25%+ open rate, 5%+ click rate

4.2. Lead Generation Metrics

  • Content-to-Lead: 10%+ of content consumers request diagnostic
  • Lead Quality: 70%+ of content-generated leads are qualified
  • Conversion Rate: 40%+ of qualified leads purchase treatment
  • Content ROI: <$50 cost per qualified lead

4.3. Authority Building Metrics

  • Brand Mentions: 20+ monthly mentions in industry content
  • Backlinks: 10+ quality backlinks per quarter
  • Speaking Opportunities: 2+ industry speaking engagements per quarter
  • Media Coverage: 1+ media mention per quarter

5. Content Quality Assurance

5.1. Pre-Publication Review

  • [ ] Expert voice authenticity (reflects Anton's knowledge and experience)
  • [ ] Technical accuracy and credibility
  • [ ] Value proposition clarity
  • [ ] Information gap effectiveness
  • [ ] CTA strength and placement

5.2. Performance Monitoring

  • [ ] Engagement metrics tracking (likes, shares, comments)
  • [ ] Lead generation performance (conversions to calls/inquiries)
  • [ ] Thought leadership impact (profile views, connection requests, speaking invites)
  • [ ] Content reach and amplification

6. Implementation Checklist

6.1. Content Creation Setup

  • [ ] Create content calendar with treatment series
  • [ ] Develop content templates for each format
  • [ ] Set up content management system
  • [ ] Create editorial guidelines and brand voice

6.2. Content Production

  • [ ] Write 3-5 information-gap social posts per week
  • [ ] Create 1-2 educational blog posts per month
  • [ ] Develop 1 webinar per quarter
  • [ ] Produce 1 case study per month

6.3. Content Distribution

  • [ ] Schedule social media posts in advance
  • [ ] Set up email nurture sequences
  • [ ] Create content promotion strategy
  • [ ] Establish content repurposing workflow

6.4. Content Optimization

  • [ ] Track content performance metrics
  • [ ] A/B test content formats and messaging
  • [ ] Optimize based on engagement data
  • [ ] Refine information gaps based on conversion

Note: This SOP represents a comprehensive approach to founder-led thought leadership and content marketing. All content leverages Anton's expertise, credentials, and authentic voice to build personal and company brand authority while generating qualified leads through educational value and strategic information gaps.