Content Marketing Momentum and How I Fell Off My Bike

John W Hayes
5 min readSep 19, 2023

Way back in the mists of time, 2012 to be precise, I wrote a book. At the time, I had no real expectations for that book’s success. I was really just scratching an itch to become a published author, but the universe had other ideas. Long story short, fate introduced me to a publisher, I signed a small publishing deal, and before long, my little vanity project took off (literally).

Becoming THE Expert

While Becoming THE Expert: Enhancing Your Business Reputation through Thought Leadership Marketing (catchy title) was never going to set the bestseller lists on fire, it did OK for a niche marketing book. Selling several thousand copies, it even gave works by more internationally renowned marketing gurus, like Seth Godin, a run for their money for a few weeks in the sales charts. With that said, the book was never going to make me rich, but it did open numerous doors.

Book Charts

Following its publication, that little book took me around the world. I was invited to speak about Content Marketing, Email Markeing and Social Media Marketing on stages everywhere, from San Diego on the West Coast of America to Istanbul in the Eastern extremities of Europe and everywhere in between. I was living the dream — travelling, meeting interesting people, and getting paid for it.

Building a Content Marketing Cottage Industry

Becoming THE Expert became a bit of a cottage industry, spawning a travelling thought leadership seminar, The Content Marketing Boot Camp.

I probably dined out on that book for longer than it deserved (although I still stand by most of what I have written). But when the offers keep coming in, you’d be foolish to ignore them.

The Content Marketing Bootcamp

All through this time, alongside my everyday client work, I became a prolific blogger, an occasional podcaster, and a frequent webinar host. And then something happened. I stopped.

Shiny Object Syndrome



John W Hayes

Marketing Strategist, Author of #BecomingTHEExpert, Content Marketing Trainer, and Cyclist. Check out my author profile: