013 The power of creating deep content - with Sonja Nisson

Reputation OnRamp

#Business #Marketing #Public Relations #Content Marketing #Social Media #Thought Leadership #Digital Communications #Content #Earned Media #Entrepreneur #tyfra #Personal Branding #Brand #Marketing Communication

30:55

A secret field that summons lightning. A massive spiral that disappears into a salt lake. A celestial observatory carved into a volcano. Meet the wild—and sometimes explosive—world of land art, where artists craft masterpieces with dynamite and bulldozers. In our Season 2 premiere, guest Dylan Thuras, cofounder of Atlas Obscura, takes us off road and into the minds of the artists who literally reshaped parts of the Southwest. These works aren’t meant to be easy to reach—or to explain—but they just might change how you see the world. Land art you’ll visit in this episode: - Double Negative and City by Michael Heizer (Garden Valley, Nevada) - Spiral Jetty by Robert Smithson (Great Salt Lake, Utah) - Sun Tunnels by Nancy Holt (Great Basin Desert, Utah) - Lightning Field by Walter De Maria (Catron County, New Mexico) - Roden Crater by James Turrell (Painted Desert, Arizona) Via Podcast is a production of AAA Mountain West Group.…

about a year ago 44:48

MP3•Episode home

In order to carve out a credible thought leadership positioning for your business or personal brand, it's important you're able to unlock, shape and communicate your ideas.

One way of doing this is to produce 'deep content' that sparks conversation and attracts an audience.

*** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution ***
My guest for this episode is Sonja Nisson, an independent brand strategist and content coach from the UK.

Sonya shares her passion for impactful ideas and valuable content marketing. With over 25 years in the industry, she discusses how an idea can connect more effectively than a sales pitch. She highlights her work at the School of Valuable Content where she helps people communicate their thoughts through engaging content.

A quick summary of deep content:
Sonja and I get philosophical about creating content that matters.

Sonja calls it 'deep content'.

Deep content positions you, unequivocally, as the expert in your field, she says.

It shows your commitment to your specialist subject.
Going above and beyond - not many people will do this, you have the edge.
You learn so much by doing it: your expertise deepens.
It leads to other things. Never underestimate the serendipity factor of releasing deep content into the world, Sonja says.

Key points covered:

The importance of not just saying good things but also doing good in the real world in order to stand out.
How individuals can establish their voice and enhance credibility by extending the reach of their story and message.
The significance of creating deep content that resonates with your audience beyond standard marketing pitches.
Understanding what 'deep content' means: It’s not just long-form articles or books; it includes any well-thought-out piece that provides significant value – for example, Sonya's map analogy for explaining complex journeys.
Why deep content matters: It showcases commitment, expertise, serves as a powerful positioning tool, attracts opportunities and filters out less interested parties.
The power of intimacy and vulnerability in your writing
The balance between flow (regular updates) versus stock (substantial pieces): Both are necessary for thought leaders who want to make an impact while maintaining relevance.

We also discuss the different examples of deep content, and explain how it can come in many forms.

What listeners can expect to learn:

Strategies on becoming clear about your personal brand's big idea or purpose
Tips on balancing regular content creation with developing substantial cornerstone pieces
Insights into turning complex knowledge into accessible resources such as books or visual aids like informational frameworks and roadmaps

Don't miss this discussion filled with practical advice for those looking to elevate their presence in today’s crowded marketplace!
__________________________

SUBSCRIBE to the Become Your Own PR Machine newsletter! Get ready to unlock the potential of your business through the power of PR, content and digital communications - sign up for free here.

24 episodes

013 The power of creating deep content - with Sonja Nisson

Reputation OnRamp

published about a year ago

MP3•Episode home

In order to carve out a credible thought leadership positioning for your business or personal brand, it's important you're able to unlock, shape and communicate your ideas.

One way of doing this is to produce 'deep content' that sparks conversation and attracts an audience.

A quick summary of deep content:
Sonja and I get philosophical about creating content that matters.

Sonja calls it 'deep content'.

Deep content positions you, unequivocally, as the expert in your field, she says.

It shows your commitment to your specialist subject.
Going above and beyond - not many people will do this, you have the edge.
You learn so much by doing it: your expertise deepens.
It leads to other things. Never underestimate the serendipity factor of releasing deep content into the world, Sonja says.

Key points covered:

The importance of not just saying good things but also doing good in the real world in order to stand out.
How individuals can establish their voice and enhance credibility by extending the reach of their story and message.
The significance of creating deep content that resonates with your audience beyond standard marketing pitches.
Understanding what 'deep content' means: It’s not just long-form articles or books; it includes any well-thought-out piece that provides significant value – for example, Sonya's map analogy for explaining complex journeys.
Why deep content matters: It showcases commitment, expertise, serves as a powerful positioning tool, attracts opportunities and filters out less interested parties.
The power of intimacy and vulnerability in your writing
The balance between flow (regular updates) versus stock (substantial pieces): Both are necessary for thought leaders who want to make an impact while maintaining relevance.

We also discuss the different examples of deep content, and explain how it can come in many forms.

What listeners can expect to learn:

Strategies on becoming clear about your personal brand's big idea or purpose
Tips on balancing regular content creation with developing substantial cornerstone pieces
Insights into turning complex knowledge into accessible resources such as books or visual aids like informational frameworks and roadmaps

Don't miss this discussion filled with practical advice for those looking to elevate their presence in today’s crowded marketplace!
__________________________

SUBSCRIBE to the Become Your Own PR Machine newsletter! Get ready to unlock the potential of your business through the power of PR, content and digital communications - sign up for free here.

24 episodes

All episodes

Reputation OnRamp

1
24 If you stay ready, you don’t have to get ready (tips for aspiring expert media commentators) 12:51

43 weeks ago12:51

12:51

As the saying goes: “If you stay ready, you don’t have to get ready” – nowhere is this truer than in the media commentary game. If you work in a fast-moving issues-rich industry or environment and you want to elevate your profile as the go-to authority for the media, then you’d better be ready when a journalist or broadcast producer calls! ⏳ When it comes to news, time is of the essence. Depending on the topicality of the story or issue, you often won’t have much time to get ready. Hence, you need to be ready i.e. be flexible, know your stuff, and be on top of issues, trends and breaking stories relevant to your industry and area of expertise. CASE IN POINT: UK-based cybersecurity expert, Jake Moore who nailed some amazing tier 1 media opportunities in the wake of last week’s global Crowdstrike outage. For context, I interviewed Jake for episode 18 of this podcast , in which he explained how he built his media profile. His tips and lessons are highly relevant, even if you’re just starting out on your media relations journey with no outside help. If you enjoy what we discussed in this episode, I urge you to go back and check out episode 18 as well. Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine! [ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ] Onwards! Trevor ________________________ I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever! Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung…

Reputation OnRamp

1
023 Social media for sceptics and people who hate it - with Rita Zonius 41:19

45 weeks ago41:19

41:19

There is so much negative chat these days around social media, and it can be very off-putting for professionals and business owners and leaders of all kinds, so they’re staying well away from it. The problem then, of course, is that they’re missing on all the positive benefits and opportunities that come with having an active presence on social media, not just for them personally and professionally, but also for the business or organisation they represent. So, what’s the answer? To help us unpack this vexed question is an expert who deals with this type of issue all the time - her name is RITA ZONIUS - aka 'The Enterprise Social Engineer'. Rita is a social media advisor and digital workplace practitioner who offers valuable insights on networking, communication, and social media use in professional settings. EPISODE HIGHLIGHTS: Debunking social media myths: Rita dismantles common misconceptions about social media, revealing its potential as a powerful tool for professionals and businesses. Purposeful digital presence: Emphasis on the importance of a strategic and intentional online presence for personal branding and business growth. Storytelling through photos: Exploring the power of visual storytelling to create engaging and relatable content.. Audience-centric approach: Advice on prioritising the audience’s needs over self-promotion to build a loyal and engaged following. Overcoming online engagement fears: Strategies for professionals to conquer their apprehensions about engaging on social media. Strategic content and platform selection: Guidance on choosing the right content pillars and social media platforms for maximum impact. Active engagement for credibility: Importance of consistent and active participation on platforms like Twitter and LinkedIn to enhance credibility and visibility. Demonstrating digital leadership: Encouraging CEOs and organisational leaders to actively engage in social media for authentic and transparent communication. Consistency in online presence: The critical role of regular and thoughtful online interactions in building a strong personal brand. Balancing vulnerability and professionalism: Navigating the fine line between being open and maintaining professional boundaries in digital communication. Strategic communication alignment: Ensuring that digital communication strategies align with overall business goals. Leveraging LinkedIn: Utilising LinkedIn’s features, such as blogging, to share valuable insights and engage in meaningful interactions. Key takeaway: The episode emphasises the necessity for professionals and leaders to cultivate a purposeful digital presence. By engaging actively, prioritising audience needs, and leveraging strategic communication methods, individuals and businesses can enhance their credibility, visibility, and overall impact in the digital landscape. CONNECT WITH RITA ON LINKEDIN - https://www.linkedin.com/in/ritazonius/…

Reputation OnRamp

1
022 Marketing vs PR: The black, the white … and the grey 28:57

47 weeks ago28:57

28:57

DID YOU KNOW MUCH OF YOUR 'MARKETING' IS ACTUALLY PR? As we've discussed in previous episodes, PR is largely misunderstood in the business world. But so too is marketing, which is often equated simply to running ads or any activity that promotes a brand. There are quite a few differences between PR and marketing, with no shortage of crossover between the two. Understanding these differences will give you - the business owner or ambitious solopreneur - an edge over those who are perennially confused and thus get caught in the trap of just 'doing stuff' without understanding why. If, as an entrepreneur, you can get clarity and focus on the things you should be doing rather than trying to do everything in a mishmash way - you’re going to be way ahead of your competition (not to mention more confident in moving forward!). When it comes to building marketplace visibility and reputation, the winners are those who see the bigger picture, understand the changing landscape, and take action accordingly. Conclusion: This episode underscores the necessity of aligning PR and marketing strategies to leverage their unique strengths. By understanding and implementing a cohesive approach, businesses can effectively engage their audiences and achieve greater commercial success in the digital age. *** THIS EPISODE IS BROUGHT TO YOU BY: Pocket PR Essentials (Vol. 1) , my audio-only micro-coaching series for ambitious business owners and entrepreneurial professionals: Training and inspiration in your pocket - listen on-the-go via your podcast app Bite-sized tips, ideas and insights on how to get focused and creative in your PR, content and digital communications efforts x36 micro-episodes, 6-12 mins in length, dropping three times per week for three months (episodes released every 2-3 days) ------------------------------------- Remember to subscribe to the podcast so you never miss an opportunity to transform your business into a powerhouse PR machine! [ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ] Onwards! Trevor ____________________ I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever! Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung…

Reputation OnRamp

1
021 CASE STUDY: How to leverage organic social media & community outreach to build a thriving brand - with Sallie Jones, Gippsland Jersey 52:49

49 weeks ago52:49

52:49

This episode is kind of like a double whammy! I'm chatting with Sallie Jones, the co-founder of a thriving start-up milk brand, Gippsland Jersey . Firstly, Sallie openly shares the story behind Gippsland Jersey, and how she's been profoundly influenced by her father’s legacy in the dairy industry and his personal battle with depression. This dual inspiration set Sallie and her business partner, Steve Ronalds, on a path of establishing Gippsland Jersey amidst a tumultuous dairy crisis in Australia. From the get-go the business emphasised not just the production of quality milk, but also the fair treatment and mental well-being of the farmers behind it. The inception of Gippsland Jersey was marked by a wave of community support, propelling the brand forward despite initial doubts from larger competitors. Sallie's story is a good one and the origins of the brand dovetail nicely into how the business has marketed itself. Take note of how the founders have stayed true to their purpose, and the power that comes with that in terms of PR and marketing communications. Secondly, Sallie unpacks how she leverages the power of social media and community outreach to draw attention to the brand and deepen connection with its customers. Classic modern-day PR! Then, the kicker! Sallie has amassed heaps of media exposure over the years - she estimates over 1000 items of coverage! - which has really helped propel Gippsland Jersey into mainstream consumer arena. Not bad for a bootstrapped boutique milk brand! Indeed, as I write this, just this morning Sallie was interviewed on a national Australian current affairs TV show; this was on top of other media interviews she participated in the day before. I recorded a special 'pre-introduction' introduction at the start of the episode to cover off this topic. Sallie also openly discusses her organic content strategy on social media, including her approach to posting, content themes, and the importance of authenticity in her social media presence. If you're a business owner (it doesn't matter what industry), I'm confident you'll get a lot of inspiration and actionable ideas around social media, content creation and media relations from listening to this interview with Sallie Jones. TIME-STAMPED CHAPTERS: 00:00 Introducing Sallie Jones: The Milk Brand Entrepreneur Sallie shares her journey from a dairy farm in Gippsland to becoming a milk brand entrepreneur, highlighting her passion for connecting with people and building relationships to grow her brand organically. 03:22 Transition to Entrepreneurship After leaving her PR agency job in Melbourne, Sallie shares how she ventured into the dairy industry to support her family, leading to the inception of her milk brand and the pivotal role of media exposure in her journey. 07:04 Life Changes and New Beginnings Sallie recounts her diverse experiences, from marketing in the snow to starting a farmers market, showcasing her adaptability and community-driven initiatives before her return to dairy entrepreneurship. 16:01 Launching Gippsland Jersey Discover the exhilarating journey of launching Gippsland Jersey milk brand, from the initial concept to the overwhelming response at the farmers market, emphasizing the power of organic content and community support. 23:18 Building Brand Awareness and Affinity Explore Sallie’s approach to PR, communications, and content creation, focusing on storytelling and media coverage to establish brand affinity and resonate with consumers, highlighting the importance of crafting a compelling narrative. 29:40 Authentic Social Media Strategy Sallie discusses her organic content strategy on social media, including her approach to posting, content themes, and the importance of authenticity in her social media presence. 31:23 Old-School Marketing Tactics Sallie shares insights into the effectiveness of old-school marketing tactics like milkshake caravans and personal interactions in supermarkets, emphasising the value of in-person engagement for brand building. 32:50 Balancing Authenticity and Promotion The discussion delves into Sallie’s approach to promotional content, highlighting the balance between storytelling and promotion in maintaining brand authenticity and customer engagement. 37:01 Community Engagement and Brand Storytelling Sallie elaborates on the importance of community engagement and spotlighting farmers in brand storytelling, showcasing how these elements contribute to building brand affinity and customer loyalty. 40:28 Media Relations and Brand Building Insights are shared on leveraging media coverage for brand building, emphasising the value of relationships, trust, and authenticity in media interactions to enhance brand visibility and credibility. 46:23 Embracing Authenticity in Business Sallie provides tips for business owners on embracing authenticity in their brand storytelling, social media presence, and media interactions, highlighting the importance of being genuine and aligning personal values with the brand. ------------------------------------- QUOTABLE QUOTES FROM SALLIE: “The entrepreneurial spirit I inherited from my father, coupled with his struggle with depression, fuels my mission to support rural mental health.” “Our success story started with direct sales on Facebook, proving that authentic storytelling can resonate deeply with people.” “In public relations, it’s not just about media coverage; it’s about building real relationships and creating genuine content that connects with people.” “I’ve got content coming out of my ears. I can make a story out of a conversation.” “Featuring farmers and community members in our storytelling has been key to maintaining a personal and impactful brand presence.” “Effective marketing isn’t just about selling a product; it’s about sharing the real stories behind it and engaging with customers on a personal level.” FOLLOW GIPPSLAND JERSEY ON SOCIAL MEDIA: Instagram - @gippslandjersey Facebook - @gippslandjersey ------------------------------------- Remember to subscribe to the podcast so you never miss an opportunity to transform your business into a powerhouse PR machine! [ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ] Onwards! Trevor ____________________ I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever! Let's connect on the socials - Twitter / @trevoryoung and…

Reputation OnRamp

1
020 From Self-doubt to influence: How to overcome blocks and fears in your PR efforts 1:04:35

51 weeks ago1:04:35

1:04:35

When it comes to implementing PR, content and digital communications in your business, you can have the best strategy under the sun, but if you don’t get off your backside and take action, then nothing is going to happen. And that’s where people come unstuck. Often it’s not for the want of trying. For most people, it’s not slackness - hey, you’re running a business after all, you’re a motivated individual! But maybe there are roadblocks that are holding you back? In short, if you want to nail PR in your business, you’re going to need some skin in the game - you’re going to have to put yourself out there online via your content or the comments you make on social media, face-to-face at events or in boardroom presentations … or maybe from the stage at industry conferences and the like. Whatever the channel, public relations is a 360 degree contact sport that requires you - the business owner - to be front and centre. But you’re not doing it. For whatever reason, you’re holding yourself back … you might even be out there online doing stuff, but you’re pulling your punches? Why? Well that’s what we cover in this episode. Not only that, we also discuss some solutions as well. To help us get navigate these roadblocks so we can develop a true PR mindset and unlock the potential of our business through public relations, content and digital communications, I'm joined by Mell 'B' Balment . Mell B is a coach and mindset mentor who helps people to gain clarity, confidence, and commitment to follow through as they grow their influence and create more impact in the marketplace. This is a wide-ranging chat. Key points discussed include: The importance of PR in today's digital-first world for businesses to gain trust, respect, and mindshare. How a proactive approach to PR can transform your business and professional image. Common obstacles like fear of rejection or judgment that prevent individuals from taking bold actions in PR. Strategies for creating impactful content without "pulling punches" or diluting your message to avoid controversy. The role confidence plays in engaging with audiences publicly whether it’s online or face-to-face events. Understanding the concept of being an empath as it relates to protecting oneself emotionally when facing potential criticism or negative feedback. CONNECT WITH MELL B Website Instagram LinkedIn __________________________ Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine! [ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ] Onwards! Trevor __________________________ Shhhh! My new 'secret' podcast! I have produced a Secret Podcast [Free Limited Series] in which I lay out the situation facing all business owners, and providing what I see as the opportunities for brands to gain an edge over the competition in a way that’s purposeful and respectful. Following are the micro-episodes available in this private audio feed ~ SUBSCRIBE HERE Ep.1: The backdrop: The situation we find ourselves in (10 mins) Ep.2: The solution: If it’s meant to be, it’s up to me! (14 mins) Ep.3: Enter public relations, but not as you know it: Your ‘new’ secret weapon (10 mins) Ep.4: Harnessing the power of today’s communications palette (10 mins) Ep.5: Clarity, confidence, and why mindset matters (14 mins) ___________________________________ Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung…

Reputation OnRamp

1
019 How Kris Ward found her voice, scored 400+ podcast guest interviews, grew a podcast with 1000 5-star reviews, plus TikTok, YouTube & more! 47:31

1 year ago47:31

47:31

"We're not here to blend in!" (Kris Ward) If you want to know what it takes to find and hone your voice on social media, secure hundreds of quality podcast interviews (as the guest), as well as produce a podcast that attracts 1000+ 5-star reviews, then you're in the right place! Strap yourselves in as author, podcaster and entrepreneur - Kris Ward - brings both the energy and transparency in this episode! *** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution *** ___________________________ I first spoke to Kris Ward - author of the book, Win The Hour Win The Day and host of the podcast of the same name - for an episode of my podcast REPUTATION REVOLUTION. That conversation centred on how subject matter leaders can leverage their time and resources while building their professional personal brand in the marketplace. In doing my research for that initial interview, I was super-impressed with how well Kris was building her own professional online presence (her face was everywhere !), so I decided to 'keep the tape running' and then delved with Kris into her story. That's what this episode is all about: Kris's story, from returning to her business after the passing of her husband, through to finding her voice on social media (becoming "bold faced"), growing her podcast (which has over 1000 5-star reviews), writing as book, as well as a behind-the-scenes peek behind her wildly-successful podcast guesting strategy. These are all core elements of PR, content and digital communications - So when I get the opportunity to showcase someone who's out there doing great stuff, who is 'bringing to life' everything we talk about here on this podcast - then I'm going to do it! This is a fascinating and value-packed conversation! Kris walks us through her struggle to sharpen her point of view through her content, and how she became featured on some 400+ award-winning podcasts, radio and TV shows throughout the world. Of note, she has been interviewed by one of the original sharks from Shark Tank , Kevin Harrington, and ABC’s The Secret Millionaire – James Malinchak. The theme of this discussion really is a 'perfect collision' of owned media, earned media and social media - something we talk about often here on the Become Your Own PR Machine show. Kris has a blog , plus she has a growing presence on YouTube , TikTok , Instagram and LinkedIn! Phewww! She's a dynamo, you're going to love this interview! Connect with Kris: website Instagram LinkedIn…

Reputation OnRamp

1
018 SUCCESS STORY: How to build a national media profile as the go-to expert in your space (learn from someone who’s doing it!) 53:37

1 year ago53:37

53:37

What does it take for a genuine subject matter expert to generate literally hundreds of items of media exposure? Well, that’s what Jake Moore has been able to do. And not just any media coverage: we’re talking tier 1 editorial exposure! That is, coverage in the top UK media outlets such as BBC Radio, ITV News, CNBC, Sky News, Forbes, The Times, The Daily Mail, The Independent, Wired, Forbes and Al Jazeera. And that’s just a small portion of what he’s been able to achieve! But first, a bit of context. In the previous episode (#17), media relations specialist Liam Fitzpatrick, the founder of Commswork , joined me to discuss how business owners and professional experts can earn legitimate editorial coverage in independent third-party media outlets. So I thought I'd follow up the Liam interview with a chat I had with Jake, previously recorded for my other podcast - REPUTATION REVOLUTION: The Professional Personal Branding Show . It was one of that podcast's most popular episodes, and we really got into the nitty-gritty of what it takes to build national media profile by someone who's done it - and continues to reinforce his positioning as the go-to expert in his space. Jake is Global Cybersecurity Advisor for ESET, Europe's number one cybersecurity company. As well as conducting research and analysis into the latest cybersecurity and AI threats and trends, he also regularly comments on a range of cybersecurity stories in the press for outlets major print, broadcast and online media outlets in the UK and internationally. He is often asked to give his opinion, advice and analysis on articles featuring a cybersecurity or technology angle. Topics covered in this interview: Jake's journey from local police force cybercrime educator to international cybersecurity expert with extensive media exposure. The role relationships play when dealing with the media (hence, in the PR world this practice is called ‘media relations’) The importance of Twitter when it comes to real-time connection with journalists Jake’s daily practice of ensuring he’s prepared with story angles and ideas The importance of timeliness in responding to media calls Outbound pitching of story ideas versus managing inbound media requests How to prepare for a media interview, including on-air Zoom calls Balancing personal brand vs employer brand when talking with the media Do you need a personal brand website if you're working for a company? How YouTube helped prepare Jake for TV interviews with major media outlets Tips on staying focused during interviews, maintaining subject matter expertise without overtly selling products or services. Key takeaways: Building a strong reputation can significantly enhance your credibility and visibility in the media Responsiveness and trust are key when interacting with journalists; being available for quick comments can lead to more opportunities for coverage Educating through the media rather than selling creates value for both the audience and your brand. Rounding up: While a PR agency has played a crucial role in helping Jake generate exposure in the media, the key message here is preparation: doing what’s required to build relationships with journalists, editors and radio/TV producers. Jake’s tips and lessons are highly relevant, even if you’re just starting out on your media relations journey with no outside help. If you're interested in extending your reach by leveraging third-party media, you won't want to miss this interview with Jake Moore! *** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution *** Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine! [ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ] Onwards! Trevor ________________________ I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever! Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung ________________________ CONNECT WITH JAKE: WEBSITE TWITTER LINKEDIN…

Reputation OnRamp

1
017 An insiders guide to building credibility with - and through - the media 1:04:01

1 year ago1:04:01

1:04:01

Summary: In this episode, I'm joined by media relations specialist Liam Fitzpatrick, the founder of Commswork , to discuss how businesses can earn legitimate editorial coverage in independent third-party media outlets. Key Points Discussed: Liam's Journey: From a journalist to a B2B communication specialist - insights on persuasive writing and crafting compelling stories that resonate across industries. The role of earned media: Understanding how 'earned media' fits into the overall PR 'pie' (remember: PR is not just about media coverage). Building relationships: How establishing connections with influencers and journalists can lead to positive brand mentions in the myriad media outlets that exist today. Strategy behind media relations vs. publicity: Differentiating between nurturing ongoing relationships with journalists (media relations) versus one-off efforts aimed at selling or promoting something specific (publicity). Owned vs. earned media: The significance of creating your own content platforms like blogs, podcasts, newsletters as an adjunct to earning media coverage on third-party channels. Tactics for gaining editorial exposure: Tips on becoming an authority in your field, including the importance of being active online, sharing expertise at events/conferences, and utilising owned media strategically to build credibility and to demonstrate your professional bona fides. The role of inbound vs outbound strategies: Balancing attracting inquiries from interested parties while also proactively reaching out to share one’s message with relevant audiences. Creating newsworthy content: Identifying opportunities within industry trends or current events that align with business messaging goals; using these hooks to garner interest from journalists. Takeaways: Being proactive on social media can lead to valuable networking opportunities. Events provide powerful platforms for connecting personally with key individuals who influence your target audience. Establishing credibility through consistent thought leadership content helps attract inbound attention from the press. Tailoring messages that bridge gaps between what brands want to communicate versus what journalists seek is crucial for successful PR outreach efforts. Leveraging niche publications and modern hybrid-media outlets offers targeted exposure avenues often overlooked by traditional approaches. Emphasising visibility through various channels ensures broader reach and solidifies reputation over time, whether it’s speaking engagements or opinion pieces published online. Actionable Tips: Audit your existing communication channels regularly ensuring they represent your brand effectively - first impressions count! Identify upcoming industry-relevant events where you might contribute expert opinions aligned with news agendas thus increasing chances of coverage. Develop rich evergreen content focused around unique perspectives within white spaces not heavily covered by competitors yet still valuable to readers/listeners/viewers. If you want to extend the reach of your voice, generating exposure in independent media outlets is a great way to do it. Learn the best way to approach it in this week's episode! Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine! [ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ] Onwards! Trevor ____________________ I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever! Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung…

Reputation OnRamp

1
016 The Authority Advantage: How to accelerate trust within an increasingly skeptical market 55:40

1 year ago55:40

55:40

As a leader and a business owner, reputation is your lifeblood. Trust is the social currency of today's digital-first world, and it's in short supply! Which is good news if you're a credible mission-driven entrepreneur or professional, someone who has the runs on the board and who is seen, not as someone with something to sell, but as someone with something to teach. But you need to be intentional about it! *** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution *** There are many variables involved in building a genuine thought leader brand in the marketplace. Let's be clear: It's not about being loud, or standing out through incessant chest-beating. Nor is it about getting out there and pitching your wares to all and sundry. That's not going to win you too many fans! Remember, people don’t want to be sold something— they want to buy something. And the best way to get someone to seek out the opportunity to buy from you is to position yourself as the unquestionable authority in your space—someone they would be lucky to have a chance to do business with. This is what PR agency owner RUSTY SHELTON calls the authority advantage ! Rusty is a Senior Marketing Strategist at Forbes Books, bestselling author and successful entrepreneur. He’s the founder and chairman of Zilker Media, an award-winning agency based in Texas that helps impact-driven leaders and companies accelerate trust in the marketplace. As a speaker, Rusty uses humour and targeted examples to challenge assumptions about thought leadership, showing leaders how to build authentic personal brands focused on impact, not ego. He has written three books and spoken around the world to a variety of audiences, from YPO to Harvard Medical to SXSW Interactive. Rusty's latest book, The Authority Advantage: Building Thought Leadership Focused on Impact, Not Ego (ForbesBooks, 2023), which is co-authored with Adam Witty and features a foreword from David Meerman Scott, demonstrates how leaders can make an impact with their personal brand and build trust in an increasingly skeptical world.…

Reputation OnRamp

1
015 Sub-channels + pre-owned media: A different way to think about content creation 17:49

1 year ago17:49

17:49

I am known for getting excited about the opportunities available to business owners to get a leg-up on their competition by being smart with how they use PR, content and digital communications. Creating a regular audio or video show, or editorial publication, I think is a savvy way to gain attention (for all the right reasons) as well as build an audience for your ideas, insights and expertise. Now, this is fine for motivated entrepreneurs who have been experimenting with content and social media over the years. But sometimes, I need to pull back on the reins a bit and encourage those business owners who have been sitting on the sidelines a bit, waiting for extra clarity as to why they should burst forth with enthusiasm around this whole content creation thing. Introducing ‘pre-owned media’ Which brings me to an idea that I think will sit perfectly with this latter group of business owners who don’t want to tackle anything too onerous straight away, but still want to start with a small but manageable content project. I’m calling it ‘pre-owned media’ – the smaller-scale content activity (or activities) you focus on before taking on a bigger owned media project. This concept was an a-ha moment that slapped me in the face while chatting recently with Andrés López-Varela for this podcast. Andrés is a genuine thought leader in there world of content and digital marketing [ CHECK OUT EPISODE 14 OF THIS PODCAST: "BUILD A GROWING AUDIENCE FOR YOUR BRAND: LOOKING AT OWNED MEDIA THROUGH A PR LENS WITH ANDRÉS LÓPEZ-VARELA ]. When it comes to content creation, Andrés is a believer in not taking on too much straight up, for fear of flaming out due to the responsibility of producing a weekly podcast or newsletter, or fortnightly YouTube show. He says it’s better to work up to the commitment of producing your first ‘destination show’ (or flagship editorial publication) no matter what the modality you choose to go with. Fair call! In our chat, Andrés suggested business owners who are keen to produce an owned media property should perhaps start off small and test their content hook or theme or idea via a ‘channel within a channel’. What is a channel-within-a-channel? The idea of a channel-within-a-channel – a sub-channel, as it were – is acknowledgement that the game has changed with social media, and that many of the platforms have in fact become a collection of channels, rather than being wholly and solely THE channel. In this episode, I unpack this concept, and explain why it might be something that you, as an entrepreneur, consider implementing in your business. Connect with Andrés: website LinkedIn Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine! [ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ] Onwards! Trevor ____________________ I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever! Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung…

Reputation OnRamp

1
014 Build a growing audience for your brand: Looking at owned media through a PR lens with Andrés López-Varela 1:01:55

1 year ago1:01:55

1:01:55

Welcome back to another insightful episode of "Become Your Own PR Machine," where we dive deep into strategies and ideas to help you build visibility, influence, trust and credibility for your business and personal brand. I'm your host, Trevor Young, and today I’m joined by a true thought leader in the content space (and I don’t use that term lightly!) - Andrés López-Varela. Andrés brings nearly two decades of experience across various marketing disciplines. His diverse background includes public relations, influencer relations, paid search, email marketing, content production, social media management – basically every key facet of modern-day marketing! He’s a rare beast, Andrés - someone who can genuinely ‘connect the dots’ in a way that’s meaningful and insightful. Our conversation is free-flowing and expansive; specifically, we lift the lid on owned media, and explore the critical role it plays in PR, and marketing communications more broadly. In this episode, we cover off: The importance of owned media: Why it's foundational for long-term brand success. How it allows you to create an audience on your own terms. Its cost-effectiveness compared to earned or paid outreach. Building credibility and authority: Aligning interests between what’s important to you as a brand and what captivates your audience. Tactical aspects and examples: Understanding various forms like websites/blogs/email lists/podcasts/Youtube channels/events/books/research reports. Destination shows and cadence: The value in creating consistent 'appointment' content (e.g., podcasts). Setting sustainable frequencies that won't lead to burnout but maintain engagement. Planning is key: Developing a roadmap aligned with content mission and topics that excite both creator(s) and audience alike. Choosing platforms wisely: Balancing quality over quantity – focus on better fewer platforms with higher frequency than spreading too thin without impact. Andrés emphasises data-driven strategies tailored not just around SEO but with an editorial focus – all aimed at connecting audiences deeply with brands before any commercial ask comes into play. We also discuss how, even if you have substantial budgets for promotion, investing wisely in owned media reduces costs over time while enhancing credibility. *** PLUS *** Discover why starting small might be more beneficial when building up towards ‘destination’ shows like podcasts or live-streams, and how comprehensive research reports and whitepapers which can serve as cornerstone assets generating leads well beyond their initial release date. Don’t miss out on these valuable insights! Tune in now and learn how owning your channels could become the anchor point for all things PR related within your business! Connect with Andrés: website LinkedIn Remember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine! [ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ] Onwards! Trevor ____________________ I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever! Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung…

Reputation OnRamp

1
013 The power of creating deep content - with Sonja Nisson 44:48

1 year ago44:48

44:48

In order to carve out a credible thought leadership positioning for your business or personal brand, it's important you're able to unlock, shape and communicate your ideas. One way of doing this is to produce 'deep content' that sparks conversation and attracts an audience. *** [ CURATED FROM REPUTATION REVOLUTION ] Every now and then I'm selecting an interesting and relevant interview previously recorded for my previous podcast, Reputation Revolution *** My guest for this episode is Sonja Nisson , an independent brand strategist and content coach from the UK. Sonya shares her passion for impactful ideas and valuable content marketing. With over 25 years in the industry, she discusses how an idea can connect more effectively than a sales pitch. She highlights her work at the School of Valuable Content where she helps people communicate their thoughts through engaging content. A quick summary of deep content: Sonja and I get philosophical about creating content that matters. Sonja calls it 'deep content'. Deep content positions you, unequivocally, as the expert in your field, she says. It shows your commitment to your specialist subject. Going above and beyond - not many people will do this, you have the edge. You learn so much by doing it: your expertise deepens. It leads to other things. Never underestimate the serendipity factor of releasing deep content into the world, Sonja says. Key points covered: The importance of not just saying good things but also doing good in the real world in order to stand out. How individuals can establish their voice and enhance credibility by extending the reach of their story and message. The significance of creating deep content that resonates with your audience beyond standard marketing pitches. Understanding what 'deep content' means: It’s not just long-form articles or books; it includes any well-thought-out piece that provides significant value – for example, Sonya's map analogy for explaining complex journeys. Why deep content matters: It showcases commitment, expertise, serves as a powerful positioning tool, attracts opportunities and filters out less interested parties. The power of intimacy and vulnerability in your writing The balance between flow (regular updates) versus stock (substantial pieces): Both are necessary for thought leaders who want to make an impact while maintaining relevance. We also discuss the different examples of deep content, and explain how it can come in many forms. What listeners can expect to learn: Strategies on becoming clear about your personal brand's big idea or purpose Tips on balancing regular content creation with developing substantial cornerstone pieces Insights into turning complex knowledge into accessible resources such as books or visual aids like informational frameworks and roadmaps Don't miss this discussion filled with practical advice for those looking to elevate their presence in today’s crowded marketplace! __________________________ SUBSCRIBE to the Become Your Own PR Machine newsletter! Get ready to unlock the potential of your business through the power of PR, content and digital communications - sign up for free here .…

Reputation OnRamp

1
012 Unpacking today’s PR toolkit: Options galore, but which ones are right for your business? 31:52

1 year ago31:52

31:52

In this episode, I unpack today's PR toolkit - all the options that fall under owned media, earned media, social media, and - to a lesser degree - paid media. Options - communications channels and content modalities (not apps and tools) - that PR pros are leveraging on a daily basis for the benefit of their clients or the organisations they work for. Here's the good news - as an entrepreneurial business owner, you can do this too, for the benefit for your company! To win hearts and minds today, we need to not just amplify our brand message but also - and most importantly - deepen the level of connection we have with key audiences. An effective PR strategy today extends way beyond traditional media coverage, incorporating a consistent content delivery approach across various formats such as blogs, podcasts, and videos. Furthermore, there are options such as premium signature content (books, guides, reports, tutorials, magazines) that can be used to great effect, and are well within the remit of today's savvy business owner. And let's not forget social media which, if used strategically and a dash of humanity, can form the backbone of engaging and meaningful connections with consumers and influencers alike. It's a jam-packed episode folks: Explore the essential tools that bring to life your PR program, from a company's blog as the central content hub through to sponsorships and events, partnerships, podcasts, media and influencer relations, email newsletters and subscriber list building. Quotable quotes from this episode: 1. 'PR is more than getting ink, getting your name in the paper, getting an interview on radio, or getting quoted in a magazine. It's about deepening the level of connection with the people who matter most to the success of your business.' 2. 'I think a lot of people who run their own business, who are entrepreneurial, progressive, thinking, passionate, I think that you're already doing a lot of probably good PR stuff. You just probably aren't doing it with purpose and direction and strategic intent.' 3. 'Think PR before marketing: PR and content and digital communications. That is something that builds the base for your marketing and sales effort.' 4. 'Audio on demand is big and getting bigger... a podcast can be very powerful when done well over time, consistently with purpose, with a specific audience in mind.' 5. 'An email newsletter I think is an essential PR tool today. Email communications is again about building that trust and credibility, being relatable and accessible.' 6. 'But again, you can't do everything, and it's a matter of understanding what you can do and then work out what are your goals, what are your priorities, and what's your strategic roadmap looks like.' Time-stamped 'moments': [00:02:14] Trevor discusses the importance of strategic thinking in PR before delving into tactics, and the idea that PR helps pave the way for marketing and sales success. [00:03:25] The introduction to the PR toolkit and how it serves to deepen connections with the audience that matters most to a business's success is explained. [00:06:03] Owned media is discussed starting with how blogs should be treated as a content hub, and the significance of a consistently updated presence. [00:09:59] The value of growing an opt-in subscriber list through newsletters is emphasised, highlighting the difference between email communications for PR and direct sales-oriented email marketing. [00:14:31] Trevor Young talks about the potential of live streaming and the utility of video apps like Wistia for embedding video content on a business's website. [00:20:05] Different social media channels and their respective roles in the PR toolkit are outlined, including the production of content and the building of relationships through these channels. [00:27:10] Discussion around earned media its various forms, including traditional media, hybrid media, podcast interviews, guest blogging, public speaking, and how these play a crucial role in building a personal brand and credibility in the marketplace. ______________________________ Learn how to become your own PR machine! Subscribe to the newsletter and receive regular tips, ideas, insights and trends to help you unlock the potential of your business through the power of PR, content and digital communications! Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung…

Reputation OnRamp

1
011 Unlock the potential of your business through the power of PR | Expansive interview with Trevor Young 51:33

1 year ago51:33

51:33

This episode is a bit different in that I am interviewed by culture and leadership expert, Tristan White, about the power of content and communication - it's an expansive conversation where I lay it all on the line! [ Tristan originally interviewed me on his Think Big, Act Small podcast ] The discussion centres on how entrepreneurs can effectively utilise public relations to good effect in their business, and broadens out from there. By understanding their audience and integrating content and digital communications into their day-to-day operations, business owners can gain the edge on their competitors by becoming better known in the marketplace, trusted as a brand, and talked about in a positive way (word of mouth buzz). Staying front of mind with prospective and existing clients and customers is a massive ongoing challenge for businesses in today's noisy, digital-first environment. Having a purposeful PR, content and digital communications program in place can certainly help here! Key points highlighted in this conversation include: Emphasis on frequent and consistent marketing communication for service-based businesses. Importance of identifying the right audience for targeted communication strategies. The power of podcasting and its ability to create a highly engaged audience. Building an online community and transitioning content to private groups for deeper engagement. Leveraging owned media as the safest bet in digital communications. Utilising my marketing communications pyramid to understand the various layers of owned media, social media, earned media, sponsorships, partnerships, and face-to-face interactions, and how they integrate with one another The impact of delivering value and engaging content through various communication mediums and the significance of being strategic about social media channel selection. A valuable takeaway is the necessity of being strategic in PR efforts and consistently focusing on what really matters. I hope you enjoy the episode! I'm hoping it will inspire you to take PR and communications more seriously in your business, and that you tailor your efforts to ensure they align with your commercial goals and what you're trying to achieve as a business owner. Quotable quotes from Trevor: 'PR is all about deepening the level of connection with the people who matter the most to the success of your business.' 'Owned media is the safest bet. And that's your own land. In the digital world, the rented land is social channels.' 'Being found is one thing... But when people say, oh, you've got to go and see Jimmy and Co., what are they going to do? They're going to check you out.' 'You can't be just general. It's just too hard today. You get lost in the noise.' 'The key way to differentiate your brand is you and your people. No one can replicate that; that's your uniqueness.' Time-stamped 'moments': [04:26] Trevor shares a personal anecdote from his past, discussing his early experiences in music promotion and event organization, including a concert with Cold Chisel. [09:18] - Trevor expands on the importance of focusing PR efforts on people critical to business success, such as employees, prospective employees and influencers etc rather than just media exposure. [18:05] - Trevor emphasises the importance of service-based business owners understanding their specific audience and tailoring their communication strategies to address their audience's challenges and pain points. [27:32] - Trevor discusses the value of creating engaging content such as videos to connect with and deliver value to the audience, tailored to where they are geographically located or online. [36:06] - Trevor talks about selecting the right social media channel that aligns with both the audience's presence and the content creator's strengths, advocating specialization before expanding to multiple platforms. [44:37] - Trevor highlights the intimate and engaged nature of podcasting, citing research that shows podcast listeners tend to be highly attentive, making podcasts a unique opportunity for businesses to build trust. Check out Tristan's podcast here . ______________________________ Learn how to become your own PR machine! Subscribe to the newsletter and receive regular tips, ideas, insights and trends to help you unlock the potential of your business through the power of PR, content and digital communications! Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung…

Reputation OnRamp

1
010 Human content: take your brand to the next level 30:41

1 year ago30:41