Buyers trust a peer who has been there over a brand on a soapbox. 

In this episode of Content Amplified, Scott Hild, who leads brand and marketing at Propeller, a management consulting firm that helps companies through transformation, breaks down what he calls the visible expert strategy: telling the company's story from its people's point of view instead of from the brand. Scott explains how this differs from generic thought leadership. Rather than publishing "five things you need to know about X," his team tells the story of a real client conversation: what the client was thinking, how the conversation went, where they started, and where they ended up. He gets specific on the parts most teams skip: deciding the purpose of a piece before making it, using a StoryBrand-style rubric so the audience can see themselves as the hero, picking which internal experts to build programs around ("go with your hot hand," the people with genuine passion), and developing content abstracts across formats for the whole year. If you run marketing for a firm that sells expertise instead of a product, this conversation gives you a model you can act on.

About Scott

Scott Hild leads brand and marketing for Propeller, a management consulting firm that helps companies through transformation: business process, operating model, organizational design, and increasingly AI. Scott's team works on the change, people, and strategy side of AI, helping clients align their AI initiatives to their business goals rather than the technical side. He describes Propeller as a "credence business," one that sells its people and their expertise rather than a product, which is why he puts those experts front and center in the firm's content.

Show Notes

• Connect with Scott on LinkedIn: https://www.linkedin.com/in/scotthild/
• StoryBrand by Donald Miller (referenced as a framework Scott's team uses)

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