This is the cold email plan we'd run for a content marketing agency that serves one industry. This page is about content that helps a company sell. Guides and reports and case studies and the pieces a sales team sends to buyers. It is less about rankings and more about trust.
Your market is every company in your industry that sells on expertise. Buyers take a long time to decide and they want proof the company knows its stuff before they talk to anyone.
The signals are all on their website and their LinkedIn pages.
Their site lists clients and shows no stories about them. A company with happy clients and no case studies is leaving its best proof unused.
A resources page with two old PDFs or no resources page at all. Buyers doing research find nothing to read.
The founder spoke at a conference or went on a podcast and none of it made it onto the site. Listen Notes shows the podcast appearances.
Their people write good things on LinkedIn. None of it lives anywhere the company owns.
A new product or service on the site with a single paragraph describing it. Nobody wrote the guide that explains why it matters.
Several open sales roles on LinkedIn or Indeed. New reps need material to send and someone has to write it.
Lead with the client logos on their own site and the stories missing behind them.
Lead with the talk or the podcast episode and the article it could become.
Lead with the launch and the guide a buyer would need.
Lead with the open roles and the material those reps will ask for.
A report for wealth managers and a report for payroll software buyers answer different questions. Keep them in separate campaigns.
An outline for a research report they could publish by surveying their own clients. The chapter titles and the survey questions and the headline finding the survey is designed to test.
It works because a report is the kind of thing buyers save and share. The survey and the writing are the job.
The interview questions you'd ask their best client and the outline of the story that comes out of it.
It works because they can picture the finished piece with their own client in it. The next step is booking the interview.
They make the introduction to one happy client. You run the interview and write the story and design it. They pay nothing.
It works because a case study is proof they can send to each new prospect for years. It also shows them your whole process from the first question to the finished piece.
Deliver it within two weeks of the interview.
Hi {{first_name}},
{{company}} lists {{client_logo_1}} and {{client_logo_2}} on the site. Couldn't find a single story about either.
We write case studies for {{industry}} companies. Happy to write the first one free if you make the intro.
Worth it?
{{sender_first_name}}
Hi {{first_name}},
Saw you spoke at {{event}} about {{topic}}. Couldn't find any of it on the {{company}} site.
That talk would make a strong guide. I outlined how I'd write it up.
Want the outline?
{{sender_first_name}}
Hi {{first_name}},
We write the guides and reports and case studies that help {{industry}} companies win deals.
{{proof_line}}
Worth a conversation?
{{sender_first_name}}
Swap {{proof_line}} for one real result of your own. A piece a client's sales team used to close a deal. If there is no result yet then leave the line out.
At smaller companies the founder or the head of marketing decides. At bigger ones it is the content lead or product marketing.
Results depend on the offer and the list. Three outbound agencies that publish their own numbers land between one booked meeting per 1,000 people contacted and one per 2,000. One of them also tested 650,000 cold emails with a plain offer and got about 3 to 6 interested replies per 10,000 people.
Those are other people's numbers and not a promise about your market. Your market's number only comes from testing it.
We build and run this campaign for one agency per industry.
Thirty minutes on your market and how we'd reach it.