Your Sales Cycle Is Six Months. Your Content Should Be Working All Six.

Deals are mostly silence

Map a six-month enterprise deal honestly and you find perhaps six hours of live conversation. The other 4,300 hours, the deal proceeds without you: internal threads, budget meetings, private research.

Your content is the only part of your company that attends the silence.

The three phases it works

Before first contact. Months of ambient familiarity decide whose email gets opened. Buyers already prefer meeting people they follow; by the time they book, the shortlist has largely happened.

During evaluation. Your champion is fighting an internal battle you never see, and roughly 40% of deals stall on that internal misalignment (Edelman-LinkedIn, 2025). Every forwardable post is ammunition you handed them without being asked.

Between the calls. Two weeks of silence after a great demo used to be dead air. Now it is two weeks of your posts appearing in the stakeholders' feeds, answering objections you did not know they had.

The practical shift

Stop writing posts as isolated performances and start writing them as deal infrastructure: one per week for the person who has not met you, one for the champion who needs to convince finance, one for the evaluator who fears implementation. The feed becomes your second sales team, one that never sleeps between meetings.

That is the operation we run, week in, week out. Start with the quiz.