In this episode, Mitchell Levy and Michael Procopio shares insights with thought leader Scott Abel about how content can and should be a business asset. As the ‘Content Wrangler’ (http://www.thecontentwrangler.com), Scott believes that you can write content once and use it often and this can be done by managing content effectively. For Scott, thought leaders are people who see possibilities that other do not easily see, and they are good at providing information that makes people to want to follow them, talk about them and call them thought leaders.
Commenting on the Thought Leadership Funnel (http://www.thinkaha.com/thought-leadership-funnel), Scott thinks that a future advocate can have different “Aha’s” – an “I disagree Aha” or a “Wow! We’ve been wanting to do this Aha”. Still, having said this, the most important question for Scott is – Are you thinking about content like a business asset? As most people (buyers) are now more independent in finding information and communicating with others through social, businesses should be able to not just guess what people want to read or know (like the FAQ – Frequently Asked Questions, really?), but to create content using scientific methods. Scott mentions as an example the User Manual that most businesses don’t pay closer attention to. What businesses don’t know is that post-sales content can become marketing content and can actually prevent someone from buying their product.
Other interesting subjects discussed in the interview include technical tools for developing content and how to convert employees from future advocates to advocates so they can push your content on social confidently.
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Here are a couple of aha moments from the episode. See more in the “Aha Moments from Thought Leader Life” books available in the THiNKaha App:http://app.thinkaha.com/.
- Every piece of content must be written once and repurposed automatically. @scottabel
- How can you predict your Return of Investment if you don’t know what it costs to do things today? @scottabel
- Every dollar spent to create good content must be tied to a business outcome. @scottabel
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