Welcome to the Influence &IMPACT email letter, and a big thanks for subscribing. I really appreciate it! Focus of this fortnightly communique is on building, in a thoughtful way, a personal brand that people recognise, respect and trust. How can we establish our public voice, build credibility for that voice, extend the reach of our voice, and finally, extract value from the recognition and reputation we build? We cover that, and a wee bit more. Onwards!

Photo by Clark Tibbs on Unsplash

 

Sunday, April 25, 2021 | Melbourne, Australia

 

Hiya folks!

I've spent chunks of this week collaborating with Mark Masters on his terrific You Are The Media Month of Learning initiative (see full calendar of activity here). Basically, it's a month long program of learning featuring different presenters/teachers each week, with interactive study groups and Q&As etc.

My week of teaching was focused on the topic of 'distribution'; more specifically, standing for something, getting your content out there, and making your mark through a combination of owned, earned and social media.

During our 'all in' discussion with participants on Friday, content strategist Sonja Nisson (who led the group in week one) shared a blog post she published in 2011 about 'stock and flow'.

According to Sonja: "The concept of stock and flow originates from the world of economics but Robin Sloan on the Snarkmarket blog has insightfully linked this to the production of content."

Sloan wrote in his piece: 

Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that reminds people you exist.

Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.

I love the analogy; it's a good reminder that there are different types of content that serve a range of purposes, and that if we're trying to effectively build our brand out there in the marketplace, we need to do both.

Over the years I've broken down content into three 'mediums'; I've found the diagram below very useful in explaining the breadth of ways we can produce and publish content today.

What I refer to as 'premium signature content' is similar to what Sloan described as 'stock' content; it's the meaty stuff that makes people sit up and take notice, and if the topic is evergreen in nature, it should hang around for a while and thus becomes a valuable resource for you and your audience. For me, it's my book Content Marketing for PR and the occasional webinar (I'm thinking I need to do more in this space).

What I call 'day-to-day presence content' is similar to what Sloan calls 'flow'. This content is about keeping up visibility for your brand, or what I like to call 'respectful reminders'. This content is what you see on social media, plus blog posts, e-newsletters etc.

I've added a third type of content, what I call 'recurring sub-branded properties'. These are essentially shows your audience can subscribe to, or consume in one hit. A live-streamed video show or podcast are two examples. These provide brands both with meaty substance and continuity, but can be difficult to get going and maintain. My video/podcast show Reputation Revolution is a good example of a sub-branded content property.

More recently, digital marketing guru Jay Baer wrote an article explaining what he saw as the "three types of content shows" you can create for your brand (here's the article, scroll down a bit).

Jay says we need to think like a television network and "create shows". I love how he couches it:

  1. Binge-worthy shows: "These shows are big, steady ongoing content initiatives that have the same theme and format" e.g. video or webinar series
  2. One-time shows: "These shows are special quarterly or yearly shows that attack a major customer pain point or topic" e.g. whitepapers, research papers
  3. Regularly-scheduled programming: "These shows are ongoing content initiatives that round out your calendar, and they don’t have to necessarily connect completely or be 100 percent consistent in theme" e.g. blog posts

It doesn't matter which way you look the various types of content as per above, the key message here is that there are different types of content, they serve different purposes and, for best results, it's good to mix 'em up!

 

Find your rat people

For your creativity to support you, you need to find your rat people, writes Paul Jarvis, author of Company of One.

"These are the people who should get your attention. These are the people you should listen to, cater to and serve with your work."

Why rats?

 

Nice one!

"A virtual cafe just for you. We've got music, drinks, and more. Take a seat and stay awhile!"

Check it out - I Miss My Cafe

 

This quote got my attention

“We don’t make movies to make money, we make money to make more movies.” ~ Walt Disney

 

Hit “reply”

I'm excited to be writing to you in this format. Let’s keep it personal!  I encourage you to hit “reply” and let me know what’s on your mind:

  • Got any thoughts regarding the content I’ve just sent you? Let me hear it!
  • Have a question? Ping it through!
  • Got a recommendation for an article, podcast, video or person-to-follow that you’d like to share, bring it on :)

 

Thanks for reading! Until next time ...


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To the Batmobile (once I finish this dance)!

 

Trevor Young | PR Warrior | Level 22 / 120 Spencer Street, Melbourne
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