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Seven Ways to Create Compelling Content w/ Kevin Craine [Episode 121]

In today’s installment, Kevin Craine (Executive Director of Craine Communications Group) and I discuss some of the key ways to grab your customer’s attention through compelling content.

What is a knowledge leader?

A knowledge leader is a person that’s adding value to the world and uses their leadership position as valuable resource. They provide inspiration and expert thought into the lives of others. People often call this thought leadership, but the definition is a little bit too theoretical.

What are the 7 characteristics of effective knowledge leadership content?

Number 1: Your content must add value.

Although it might seem self-evident, you’d be surprised by how few companies actually add value to their customers. Identify what the true value is to your consumer before you create the content. What are you saying and why are you saying it?

Number 2: Make sure your content is actionable.

What do you want your readers to do when they read or listen to your content? What do you want them to physically do or want them to feel? Help your consumers get curious. If they can’t take action, then what’s the point of creating content?

Number 3: Content has to be authentic.

If you want to be known as a knowledge leader, then you need to be upfront about how you feel. Are you just blowing smoke about your product? Throwing statistics out into the world isn’t going to make you authentic, if anything, it’ll generate the opposite effect. Everybody knows BS when they hear it!

Number 4: Create content that’s creditable.

Pull in the outside resources to help with backing up the important statements you make. At the same time, don’t just spin out statistics. Try to include your potential customer and show them how they too can generate similar results. Don’t be afraid to incorporate real stories about your current customers’ struggles. This helps put your target audience in your customers’ shoes.

Number 5: Knowledge leadership needs to be precise.

The type of person you want to target needs to be very well defined and clear. Do you know who your audience is? What does your ideal avatar look like? Look for age range, gender, company size, company type, and more to round down your search and target the people who matter to you and your business. Once done, ask yourself: “What’s in it for them to buy my product?”

Number 6: Be consistent.

In order to be considered a knowledge leader, you have to be producing good content on a regular basis. This not only builds trust with your audience, but develops a relationship with them as well. Keep in mind, you will not always see the results right away, but they will add up over time.

Number 7: Get Diversified.

Don’t just rely on your blog to generate interest. Diversify your content throughout a variety of different platforms. Get your content in a trade magazine, on a guest blog for others, appearing on podcasts, and distributed through social media. By diversifying yourself, you’re able to get your content in front of the right audience.

Learn More About Kevin Craine:

What’s the most powerful sales tool in your arsenal?


Who’s your business role model?

John Lee Dumas.

What’s the one book that every sales person should read?

Amp Up Your Sales by Andy Paul and The barefoot Spirit by Bonnie Harvey and Michael Houlihan.

What’s your favorite music to get you pumped up for a meeting or sales call?

Tommy Emmanuel.

What’s the first sales activity you do every day?

Kevin checks LinkedIn and other social media.