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Executive Summary

In today's fast-paced world, effective and engaging content is crucial for businesses to reach their target audience. This article explores a unique approach to growing a business using a combination of content restructuring, email and social media advertising banners, and weekly live streams to replace telesales and cold calling. With insights from Nigel Maine, a seasoned business to business sales professional, digital marketing expert, and company director, we'll dive into how to produce a sustainable and exciting podcast series for employees and customers.

Table of Contents

  1. Introduction
  2. Understanding Your Audience
  3. Importance of Copywriting
  4. Images and Visuals
  5. Choosing the Right Medium
  6. In-House vs. Outsourcing Content Creation
  7. Actionable Key Takeaways
  8. FAQs
  9. Conclusion


Hi there! I'm Nigel Maine, and I've been in the business-to-business sales and digital marketing space for over 30 years. In my experience, one of the most effective ways to grow a business and reach its total addressable market is by leveraging the power of content, email, and social media advertising. In this article, we'll discuss how to create a podcast series that's sustainable and engaging for employees and customers alike, and how this approach can lead to significant business growth.

Understanding Your Audience

First and foremost, it's essential to know who you're writing for. Once you've conducted thorough persona analysis and segmentation, you can then focus on crafting content that speaks directly to your target audience. Remember, it doesn't have to be all about your business all the time – find topics that interest your audience and create engaging content around them.

Importance of Copywriting

Great copywriting is the backbone of any successful content marketing strategy. Whether it's a long or short article, the goal is to deliver useful and engaging content that resonates with your audience. Digital selling and copywriting are powerful tools for businesses to communicate effectively with their target audience.

Images and Visuals

Incorporating visuals and images in your content can significantly enhance its appeal. Decide whether to use stock images, in-house photography, or professional photography services. For images and visuals, it is important to evaluate these A.I. platforms - Mid Journey , Adobe Firefly and Microsoft Designer  as they are excellent resources for evaluating visuals.

Choosing the Right Medium

Consider the medium for which the content is being created. Options include magazine or newspaper publications, adverts, blogs, guest posts, book reviews, brochures, reports, white papers, and website copy.

In-House vs. Outsourcing Content Creation

Deciding whether to create content in-house or outsource it to freelancers or agencies is a crucial consideration. Outsourcing can often provide a fresh perspective and is less impacted by existing workload, making it an attractive option.

Actionable Key Takeaways

  1. Understand your target audience and create content that speaks to them.
  2. Focus on great copywriting to engage readers and drive results.
  3. Incorporate visuals and images to enhance content appeal.
  4. Choose the right medium for your content.
  5. Consider outsourcing content creation for a fresh perspective and reduced workload.


Q: What is the importance of copywriting in content marketing?

A: Great copywriting is essential for creating engaging and useful content that resonates with your target audience, ultimately driving better results for your business.

Q: Should I use stock images or hire a professional photographer?

A: The choice depends on your budget, brand image, and content requirements. Stock images can be cost-effective, while professional photography services can offer a more tailored and unique visual experience.

Q: How do I decide between in-house and outsourcing content creation?

A: Consider your budget, workload, and the need for fresh perspectives. Outsourcing can offer a new viewpoint and relieve your team of additional tasks, while in-house content creation can provide more control and intimate knowledge of your brand.


In conclusion, creating a sustainable and engaging podcast series is an effective way to connect with your audience and grow your business. By understanding your target audience, focusing on great copywriting, incorporating visuals, choosing the right medium, and considering outsourcing, you can create content that drives results. Don't forget to explore the various resources and links mentioned throughout the article for further guidance. Now, it's time to take action and watch the video by Nigel Maine for more insights!

Go to our Digital Selling pages to see how you can change the way you work and scale up your business.


The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.

Nigel has founded multiple start-ups, is a published author, public speaker and hosts both a podcast and business live streaming show, broadcast on LinkedIn Live, YouTube & Facebook. He also has extensive knowledge of MarTech software, creative hardware and software, and A.I. prompting tools.  Contact: 0800 970 9751 or email This email address is being protected from spambots. You need JavaScript enabled to view it.