How to Create Leadership-level Content
Today we're talking about one piece of advice: stop being a content consumer and start being a content creator. And not just any content creator, we're gonna be talking about Leadership-level content.
This is going to transform the way you approach your content. Leadership-level content is content that is basically the rallying cry to your community. It's the content that becomes a banner that you put out in the marketplace, allowing people to come and join you, building a community around this content.
It is difficult to make this type of content. It takes courage to make this type of content. So I think it's helpful if we talk about the different levels of content you can make to help you kind of wrap your head around and imagine how you can use Leadership-level content in your marketing strategy for your business.
The Three Levels of Content
So I like to classify content into three different levels.
“How to” Content
The lowest level, the easiest to make is "how to" content. This is like if you've ever done a search on YouTube or Google, and said, "How do I update my LinkedIn profile," for instance, and found a video or an article that walked you through it.
The internet is swimming in "how to" content. It is the easiest to make. It is the easiest to find. And this is probably where you and 90% of your competition are living right now in terms of messaging.
Results-oriented Content
The next level up is the "why" or results-oriented content. So this level is about connecting to why we do things. Like saying, "Hey, here's my service. And this is why you'd want to use this service." We're talking results and ROI which is better and more engaging than most people are doing. But it's not quite the top level of content yet, which is Leadership-level content.
Leadership-level Content
Leadership-level content is content that really connects with your audience and drives action. And it's something that you can build a community around. It's something that drives identity even. And if you want to look at great examples of this, we could pull out examples from all sorts of different industries. Though it may be overused as an example, Apple is the epitome of this. Apple uses this type of content all the time when they talk about being creative. We could look at tools like ClickFunnels with Russell Brunson talking about being a funnel hacker, right? That's Leadership-level content for his tribe.
We can look at civic leaders like Martin Luther King, Jr. talking about equal rights for all races. These are ideas that can change the world, change an industry, and help people take their businesses and lives to another level.