How to max your time with experts

We run a lot of analysis on how clients’ content is performing. And we see very clearly that a new hierarchy of value is emerging.

Here’s what it looks like:

Information that’s a mile wide and an inch deep can be found anywhere.

Information that’s an inch wide and a mile deep can’t.

Increasingly, trust and engagement is being built from an expert explaining something that matters to the audience in a way that’s accessible – and offering them information they haven’t heard before.

But it’s hard for most brands and organizations to accomplish because we have too many priorities, and content teams are typically working across all of them, and experts are busy, and even if we get their time we might not be asking them the right questions, and we might not understand what the audience even wants from them in the first place. The list goes on.

The good news: There’s a formula to getting this right.

• Know what your audience wants to know. This is the foundation – everything else flows from it. Your job here is to mine audience interest in every nook and cranny you can find on the expert’s topic and surface to them what they care about and wonder about most.
• Put more emphasis on preparation. Asking the right questions of your experts is key. Do your homework in advance so your expert can prepare more than the company line or a quick sound bite.
• Make your interviews more in-depth. Fly-by conversations with experts don’t work. It’s not about quickly asking them “just one thing” or it will show in your content. Plus, there won’t be enough for an interested audience to dive deeper.
• Build surround sound content. Explore the topic in multiple formats from all the angles your audience is curious about. Less one-offs, more rabbit holes.

We’ve built a tight process – enabled by AI – to help our clients produce higher performance content at a lower price. I’d love to share what we’re learning with you – just reach out for a meeting by responding to this email.

KRYSTLE KOPACZ CEO, Revmade krystle@revmade.com

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P.S. I turned 40 today 😳 and taking all the advice I can get. I’d love to hear any wisdom from this group about what I should be focused on in my next decade ❤️.