If you’ve ever hired an SEO agency, you know they never jump straight into writing content. Before anything else, they run an audit — not because they want to delay the work, but because starting without understanding your search landscape would be reckless.
Our Workshop serves the same purpose, but for something far bigger than SEO. It builds the foundation for your entire trust-building and expert-led content strategy. It ensures your experts, your message, and your market reality are aligned before a single video is filmed.
And honestly, it protects you. When you bring a new initiative into your company, your reputation is on the line. We take that seriously, which is why the Workshop exists to make you look smart, prepared, and ahead of the market curve.
A New Way of Creating Content Requires a New Kind of Planning
The way buyers discover and trust companies has changed dramatically over the past few years. LinkedIn feeds have exploded. AI systems now influence buying journeys long before your sales team ever speaks to someone. According to Gartner, buyers today complete over 70% of their decision-making before talking to a vendor, and trust in corporate messaging has fallen significantly while trust in experts has risen.
This shift has made expert-led content — and the people who create it — more important than ever.
But here’s the challenge:
Most companies don’t know how to make expert-led content resonate. They know they should put their subject-matter experts out front, but not what they should talk about, how to position them, or why certain topics earn trust while others disappear into the noise.
That’s where the Workshop comes in. It gives clarity to something that could easily become chaotic.
We Do the Homework Before We Ask You to Speak
A lot of teams assume expert content starts with brainstorming: “What should we talk about this month?” But that’s how companies end up posting the same surface-level content everyone else is already saying.
Instead, our process looks outward first — at your competitors, your category, your keyword landscape, and the conversations buyers are actually having in the market.
It starts with a deep-dive analysis into your space. We look at search behavior, AI visibility tools, organic share of voice, trending queries, and competitor dominance. We study which companies are getting found, which messages are landing, and where the gaps are.
Only then do we turn inward and start mapping content to your business goals.
Turning Research Into Content Pillars Your Experts Can Actually Own
Once we understand the real conversations happening in your market, we translate that intelligence into content pillars — the thematic lanes your experts will consistently speak to. These aren’t random topics or marketing slogans. They’re anchored in opportunity and demand.
For example, a browser security company might find that the market is hungry for education on browser-native Zero Trust, phishing prevention at the browser layer, or secure access without VPNs. An EDR or XDR vendor might learn that interest is growing around identity-to-endpoint correlation or ways to reduce analyst alert fatigue. An anti-ransomware SaaS might uncover searches around autonomous recovery or alternatives to backups.
The point is:
We don’t guess. We don’t hope. We don’t force topics because they “sound good.”
We use real buyer intent to choose the themes your experts can build authority around — and the Workshop is where your team sees that entire strategy take shape.
And Yes — It Helps You Get Internal Buy-In
Anyone who has ever introduced a new GTM initiative knows that ideas don’t fail because they’re bad. They fail because teams weren’t aligned before the work started.
The Workshop solves that.
Rather than you trying to explain the value of expert-led content, or attempting to summarize the strategy to your leadership team, we join you in the room. We walk your stakeholders through the research, the opportunity, and the “why now” behind this approach. This creates shared understanding — and shared belief — before a single video is made.
It also reinforces something important:
you are not bringing in a vendor.
You are championing a strategic evolution in how your company builds trust.
And we are right beside you helping make that case.
Why We Ask You to Bring Your Key Voices
Every modern GTM motion relies on the faces and voices behind your brand. When your CEO, your head of product, your sales leader, or your technical experts attend the Workshop, they see exactly how their experience maps to market demand. They start generating ideas. They start imagining how their insights could shape the conversation. They start to want to participate.
Buy-in isn’t forced. It happens organically when people can see the strategy clearly.
The Workshop Reduces Your Risk — and Speeds Up Success
Nothing derails content programs faster than misalignment. If your experts aren’t sure why they’re creating content, they won’t show up. If leadership doesn’t understand the strategy, they won’t support it. If sales doesn’t believe in it, they won’t share it.
The Workshop eliminates those problems before they ever begin.
It compresses months of internal discussions, misunderstandings, and trial-and-error into a single collaborative session. By the end, your team understands your content pillars, your opportunity in the market, your expert roles, and the trust signals we will track during the pilot.
It makes the pilot run smoother.
It makes your experts engaged instead of hesitant.
And it makes you — the champion — look prepared, thoughtful, and justified in choosing this path.
In the End, the Workshop Isn’t About Us — It’s About Protecting You
The workshop isn’t a hoop to jump through or a sales tactic wrapped in strategy.
It’s the foundation that ensures this program doesn’t just start strong — it sustains.
It gives your experts clarity.
It gives your leadership confidence.
It gives your sales team alignment.
And it gives you the credibility you need to bring this initiative forward.
Just like you’d never begin SEO without an audit,
you shouldn’t begin a trust-based video program without a Workshop.
It is the research.
It is the alignment.
It is the strategy.
And it is the moment your team shifts from uncertainty to belief.
If you want clarity, alignment, and a content strategy rooted in real market insights—not guesswork—our Trust Network Workshop is the first step.
Reach out to schedule your session and we’ll help you uncover the opportunities, voices, and content pillars that can transform your GTM motion.
