Reputation OnRamp

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

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:websiteLinkedInRemember 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

013 The power of creating deep content - with Sonja Nisson

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 writingThe 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 purposeTips on balancing regular content creation with developing substantial cornerstone piecesInsights into turning complex knowledge into accessible resources such as books or visual aids like informational frameworks and roadmapsDon'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.

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

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

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

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 anotherThe 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

010 Human content: take your brand to the next level

In the two previous episodes, I introduced the concept of ‘Content Buckets’ and discussed the four types ('buckets') of content that business owners should be considering producing i.e. utility content, leadership content, human content and brand content. That was Episode #8.I followed it up with Episode #9, in which I dissected leadership content; I explained what it is, and how it differed from other types of content you might be currently producing.In this episode, I delve into the concept of human content. I explain what it is, and why it presents solopreneurs and business owners with a terrific opportunity to connect more emotionally with their audience, as well differentiating their brand and making it more relatable to people.In short, human content is about injecting humanity into what you publish online, with a view to building trust with your audience. This has always been important, especially since the advent of social media, but in an ever-increasing AI-driven world, it's going to be more vital than ever!I hope you enjoy the episode!______________________________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

009 How leadership content can help differentiate your brand in the marketplace

In the last episode (#8) I outlined my ‘Content Buckets’ model and explained how it has assisted me in helping entrepreneurs and business leaders to clarify their thinking around the content they (want to) produce.The goal of the model is to help us become more intentional with the content we create and distribute. Recapping the four content groups:‘Utility’ (useful, helpful, audience-first);‘Leadership’ (flag-in-the-ground, lead the conversation);‘Human’ (behind the public face of your business/show the personal side); and‘Branded’ (company news, promotional etc).I emphasised the importance of balancing these four types of contents, as it will help you keeps things interesting for audiences (and yourself!) while maintaining focus on promoting your insights, ideas, expertise, and business generally.In this episode of the podcast, we dig deeper into LEADERSHIP CONTENT. I explain what it is, and how it differs from other types of content you might be currently producing. Plus, I provide myriad examples of leadership content produced by individuals and companies alike (see below for links).First-class leadership content has the power to not only differentiate your brand and your business in the marketplace, but also significantly build visibility, reputation and trust.Importantly, leadership content is designed to spark conversation and potentially ignite debate. It doesn’t necessarily address a customer need or pain point. Indeed, it might even challenge people, metaphorically ‘poke them in the eye’ by changing the way they think about a particular topic or issue.Brands and individuals mentioned in this episode:The Edelman Trust BarometerBuffer's State Of Remote Work reportMighty Networks' From Dependence to Independence reportRichard van der Blom’s LINKEDIN ALGORITHM REPORTGreg Savage's Savage Truth blogSarah Walker-Smith - CEO, Shakespeare MartineauDavid Hieatt - co-founder of Hiut Denim Co Chris Do - founder, The Futur Joanna Penn- The Creative PennSeth Godin - authorDr Michelle Mazur - brand messaging strategistProfessor Scott Galloway - lecturer, entrepreneur & YouTube creatorFarrow & Ball, and its online publication – The ChromologistBed Threads - The Makers Home ToursBellroy - CarryologyIn the next episode, we'll delve into the category of 'human' content, and how it can make your brand more relatable in the eyes of your target audience.Learn how to become your own PR machine! Subscribe to the newsletter and receive top 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

008 Use this framework to keep your content efforts fresh and interesting

In this episode, I introduce my 'Content Buckets' model. This model, or framework, has been refined over many years and has proven to be an invaluable tool for categorising different types of business content.Key points covered:1. Utility Content: Provides useful how-to information that addresses the needs and pain-points of your audience, relative to your field of expertise.2. Leadership Content: Inspires people to think bigger while challenging their thinking around relevant topics and issues.3. Human Content: Makes your brand relatable by taking people behind-the-scenes of your business, as well as telling other people's stories.4. Brand Content: Promotes your company, its products and its services; includes calls-to-action for people to attend an event, or download a guide, ebook or report.I emphasise the importance of balancing these four types of contents, as it will help you keeps things interesting for audiences (and yourself!) while maintaining focus on promoting your insights, ideas, expertise, and business generally.I also explain that promotional branded content should ideally make up between 10-20% of total output, with a mix of useful information, thought-provoking ideas, personal stories making up the rest.Future episodes promise deeper dives into 'leadership' and 'human' content categories, which are key differentiators for businesses, particularly those that provide professional services.To stay updated on upcoming episodes plus tips and insights, sign up to the BECOME YOUR OWN PR MACHINE newsletter at www.becomeyourownprmachine.com

007 Three ways a journalist can help smash your content out of the park

In this episode, I delve into the world of digital communications and public relations, focusing on how journalists can elevate your content. This is a must-listen for business owners looking to imrpove their online presence in what is a hyper-competitive digital-first marketplace.
Key points covered:
The importance of quality content: We discuss why smartly produced content gives you an edge online and positively impacts your commercial goals.
Benefits of hiring journalists: Learn about the three main advantages that journalists bring to your business - creating multimedia content (written articles, videos, audio pieces), extracting compelling stories from brief interviews (thus saving time for busy professionals) and enhancing output quality with sub-editing experience.
Role of sub-editors: Discover how sub-editors can shape, fact-check and significantly improve your content, even if you're skilled at writing.
Freelance journalists and content creation: Explore reasons to consider freelance journalists for creating multimedia content that broadens reach online; extracting better narratives from your material than possible alone; polishing written work into superior final products.
Don't miss out on learning how to become self-sufficient in PR through our newsletter accompanying this podcast. It offers valuable tips and insights on leveraging peer content and digital communications for business growth. Subscribe now at 'BecomeYourOwnPRMachine.com'. Enjoy listening!

006 Why business owners need to understand PR

If you're a solopreneur or you run your own growing business and employ people, this episode will resonate!
My message to you is this: PR is more important than ever for your business.
Let's face it, your prospective clients and customers hate advertising and promotional chest-beating. They don't want to be incessantly pitched at and marketed to. Plus, with AI and bots becoming more prevalent in the marketplace, people will start craving 'the human touch' more than ever, if they don't already. Let's face it, you (and your people) are what set your business apart from your competitors: you/they are what makesa your business unique, so let's see more of you/them!
PR is all about humans, and building relationships with the people who are important to the success of your business.
Understanding this powerful concept is key - critically, understanding how it all works 'under the PR hood' is important if you want to leverage PR, content and digital communications strategically to help grow your brand and your business.
Here's the thing, you're probably doing a lot of great PR stuff already. Now to do it in a way that's strategic, respectful and sustainable!
In the next episode, we're going to dig into the tactics that are often used by PR pros on behalf of their clients: there are a lot, so strap yourself in!
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005 Developing a PR mindset - is this the ’secret sauce’ of marketing?

Another meaty one for you. Just setting the scene for later episodes!
In episode one I broke down what PR is - and isn't. We busted some myths, and explored the broad canvas that is public relations.
In episode two, I unpacked mt 'Marketing Communications Pyramd' to illustrate the role PR played in the broader marketing picture.
In this episode, I discuss the 'secret sauce' of being a good PR operator 💥  PLEASE NOTE: You don't have to have studied PR necessarily to be able to master the discipline - but it all started with having the right mindset, and that's what I dissect in this episode.
There's a lot to it (and you might already be ticking a lot of boxes - YAY!
Let's dig in ... 
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Learn how to become your own PR machine! Subscribe to the newsletter and receive top tips, ideas, insights and trends to help you unlock the potential of your business through the power of PR, content and digital communications!
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