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The PR Warrior Report
The PR Warrior Report

Episode 2 · 1 month ago

002: Unpacking two big content opportunities for businesses

ABOUT THIS EPISODE

In this episode, the PR Warrior Trevor Young discusses his 'Content Groups' model, which he's been using with clients and teaching in seminars and workshops for years.

The model features 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).Two of these groups in particular provide lots of opportunity for businesses and professional individuals, says Trevor.

Welcome to the front line of thecommunications revolution. This is the PR warrior report. My name is trevior. What are two big content opportunities,the businesses for non profit brands and for emerging for leaders who areround their creating content. This is a replay of a risk. Leting line. Has Everyone going my names trevor? I'ma a the PA warrior, THAT'S THE TEMOIN BLOG! If you want to go to Pao worricowthat I talk about today is going to be found on the block at now I wrote something to publish somethingon Lickin Bout over a week ago and it's really been ratcheting up the views ofmarching towards five sand views, which is pretty good, and I just goes to showthat it's a topic that people are interested in. So I thought a a atjumping haven't done alive for a while and have a chapin if anyone'sinterested in learning a little bit more about it, because you can not getso much out of the actual article, and so it's about my model that I call thefour content groups and it's really something all of you for many. Manymany years to help my clients and and people on Teachingand coaching programs to better understand the different dimensions of content and toreally help them break it open a little bit in a really simple way. Now thebottle itself has been refined over time and I'm pretty happy where it is currently. So let me gothrough with you and then I want to discuss the two big opportunities thatI see that comes from the four content groups, or the four dimensions ofcontact, so the four or utility content, leadership, content,human content and branded content. So let's unpack those friten number one utility content, and when we talkingabout content marketing, this is pretty much a lot of the time the people whowere talking about it, the Gorous, the advocates, the ones that have beenaround a while they're talking about utility based content- and this iscontent- that's useful and helpful about understanding your audience andthe pain points and their challenges, their information gaps that they mighthave relevant to your business, your expertise or your industry. So this iswhere you get a lot of education and content. How to content content? That'svery information based, and so you know it's a really really good place tostart because Tho as I want to say, nobody e ever went wrong being usefuland helpful. So that's probably the best day forpoint for most people. What are the...

...questions? The pain points that peopleare, that your customers, your kind, are asking and then create content thatanswer of those questions. So again you can't, I don't think you can give toomuch information. I know a lot of people have these frequently askedquestions at the bottom of the website and it's usually you know, there's aquestion that people are asking it's well known, but it's just been one onesentence about it. This is about going deeper and deeper. So, yes, frequentlyask questions about your services, your product or, what's happening in yourindustry, use that opportunity to be open and transparent and to give a lotof detail and video is a really really great place to start there. But thenyou start getting into deeper educational content and how toinformation. Neil Potel is a great example around all things. So, forexample, you look an online market and you look at some of got a neal butPatel Online, and you check out the depth of that. He goes to on his article. Sothis space, a lot of people, are playing in this space and to be youknow, to really rise above the pack. You got to go pretty deep now becauseyou're up against you know some players out there who are going very deep andgiving out absolutely leaving nothing on the table. So if you go to goutility based content, make sure you go deep and be open and transparent andreally give away your knowledge, because that's a really great place tostart leadership content is where you totallycontents, probably seen more through a marketing lens leadership. Content Ithink, should come through more of a p Lens. So what do I mean by that? Well,it's! This is about building trust and reputation and authority in the spaceand and the difference between Leadshire content and utility contentis your audence. They don't know what theydon't know. You know. Proper leadership content isnot about answering people's questions. In fact, it's it's about you know,looking in a bigger picture, topic or issue might be social issue that youryour company or business is interested in. It might be something to do withyour industry. It might be a concept or a framework or an idea that you've beenthat's been percolating and you you wanting to start joining the docs andsharing those ideas in in public. It might be some researchthat you've done, or it might be, you've gathered a lot of research indifferent areas and you're joining the doctor connecting the dots for a lot ofpeople so lead ship content is not necessarilyhelpful, it might be thought provoking, may be controversial, although you knowjust being controversial for controversy sake is you know, I don'tthink much of a viable option, but...

...certainly be provocative. Have taking aContrari in view to the to the norms of the industry? is a really good way tolook at that? So I always use set golden. Is the example there he'sconsistent with these big ideas and these insights that he shares in publicmark shaffers another go to resource in that space? If you have a look at whathe does, I read one of these articles today and where most of the businessworld are on board, with the start with why from silent, theic, then you're goingto get a contrary in view from a mark, Shafer and he's in his block post today.So that's another great example of of what that looks like in terms of I guess, like I think, in professionalservices, and and be a B and stuff like that when you are on top of trends, andit's probably a little bit more obvious there. Someone asked me the question ontwitter him when I was posting a bit of this content the other day, and theyjust said well. What about you know: Consumer lifestyle brands, and I saidall you know I record that there's room to be inspiring people, you know. So ifutility is looking at their fees and their challenges and their pain points,their leshi content is about. You know provoking thought and and sparking conversationand igniting debate around a particular topic or issue, and I think- and youtake it one step further: It's also about inspiring people to think biggerand to do more. So what does that look like? Well, I love my one of my greatexamples of this in a consumer. Brand sense is bell. Roy and Bill Roy is anda very successful Australian. It started as a wild company that theydo offer a lot more products and services. Now, in fact, they are achampion for all things carry and- and this is where Bell Roy a fantastic because they run an online publication calledCarolo check it out. Carolo Y now, you'd expect that a brand that does creates its own online publication,Ye're going to be talking all about their own products. Are they, but nowthese guys are out to promote and to further the cause of allthings, carry which is backpacks and sexuels and wallets, and all of thosethings to the point where they are out there: promoting their competitors leftright and center in this online publication called Cariolon. So have alook at Barroi and then go over and have a look at Cariolon, the twodifferent websites and that's a really good example of that inaction. A coupleof other examples are like another: local one is bed threads. It's theysell a lot of bed liner, but they're very much around. They talk to a lot of designers andpeople who they called the maker series,...

...a part of their block or their journal,and they got this series of people that have really nicely minimalist in theirdesign of their homes and so they're. Looking at the bigger picture not justto bedroom and so bed threads is a pretty good way. Don't have a look attheir make a series and the third one on the Consumin is what was it o Pharaoh and bald andHedit to market masters? For this one pharaoh and ball is a is a Britishbased paint company, but they have their online magazine or blog is calledthe chromoliths, and the crinology t is all about. You know inspiring people toto think more creatively: Tour Decoration in the use of color in theirhome. So, given there a paint company, that's that makes it a lot of sense. So the they're not necessarily answeringyour questionse about paint, but what they are doing is inspiring you tothink more creatively and bigger about what you can do with color in your home.So there are a couple of examples of of fourt leadership from a business pointof view and from a consumer point of view, and then we go on to humancontent and humans content is get quite interesting. I think, because this isabout telling human stories is, is about how can I put it, taking people Bhilike to say, take people behind the velvet rope of your business or your organization if you're a nonprofit and if you're a if you're a an individual, a speaker ora consultant or whatever? It's not taken people behind the scenes of yourthe professional you. So this is about the personal side, taking people behindthe persons into the personal side of you and your business. It could bebetter telling your employee stories or doing profiles. It could be about yourpartners, the coping bar organizations and that you sponsor, why don't youtake people behind the velvet rope of their organization even that you'retrying to sponsor them and be part of their world? So I think that this is A.I don't see. I see it very ad hot, but I've. Never it's really. Do I see it'sstrategic, you know there's some brands that are very open and you know part oftheir community and- and you know they really talk about their own people,which is fantastic, but a lot of particularly the bigger organizations.Don't do it anywhere near well enough. One. A good example alike from this isYo Shan, Elli who's, the CEO of An said back. You know one of the biggestcompanies in Australia and he's often you know whether it's on twitter or or facebook or wherever he's alwaysgetting shots of himself with partners, clients, employees when he'sout and about- and I think it seems a...

...really good message to have for SocialCo who is chronicling or documenting, hit and be out and about it. Clearly,it's a little bit harder to do these days in Covin, but you know he's beendoing it for quite some time, so it's more the intentive doing it and it'smore. What does it do? It shows we do business with people, not logos and byshining the spotlight on your people, your building, relatable and and moreconnection with people, and that's that's- that's really important from abrand point of view. From an individual's point of view we buy intothe person if they're a speaker you know take, takes behind the scenes ofnot literally the velvet rope the velvet curtain. What are you doingbefore? What's going on? Ten Roman is a great example. Very big on social media were and talksabout marketing and customer service written. The book called looking you inthe eye, digitally if I've got that that correctly and and tens always outand about and he's documenting his journey as he goes, which is a reallygood example of doing that, and night mentioned Mac shafer before you writesome terrific fort leadership content are quite provocative stuff. At times,Mark has been doing more and more on Instagram, for example, taking peoplebehind the scenes of his life as well. So you know there is the personal sideof business and and the professional side, those to them slushed together.That's a technical term that we use off in these days. They're blended,together these days, you as as an individual you've, got to work atwhat's a private, so whatefers private over here. What what of the good nogoes zones? What you don't want to go near, you work. What that ad is, andyou lock them away, but in terms of you know, not everything's going to beboring. Professional tagers behind the saint takes behind the scenes of YourBusiness, all the company you work for from the team. One more comment on thatis that that also a ouses, a lot of bigger companies and then small oneshave got experts and we know from the Edelman Trust for I'm an a researchtime and time again that we really trust experts. As being part of you know the credible sources ofinformation for for a company or an organization which is what I'm trying to say, and bydoing that, you know if that's the case, that isthe case, because the research tells us time a time again. Why are we gettingour experts out into the spotlight shining and on there and again that'stumbling up it humanize in our organization they might beproviding great utility content, but also maybe some leadership, thoughtsand insight of putting that out there as well and the fourth one is brandedcontent. Now, bread and content is probably I've loved to listen to moreyour chest. Beating stuff, you got a board winds or company use or you chronic launches, or you velopingnew products, a new hires that sort of...

...things typical, probably stuff, thatbig your organization would put a press release out for it's. I always think, there's a better way todo it, and, but you know again, can we take peoplea little bit more deeper into that sort of content? But hey t t t that fallsunder that? It's branded but also calls to action. So if you got a you know anydownloads of new of new, a new legal, for example, registrations for a newavenger or an event, you're running, you know getting people to book on to aWeben Ar Free Weba. You got, you know, subscribe to a news letter, those coastto actions as well, so it is the company news or the news from you know,brand hew and also it also takes you into the course diraction on variousthings so there for you to really content leadership, content, humancontent and promotional content. Now, there's no reason why I usually putthese up in event over at, because there's no reason why these can'toverlap. You might come up with some big ideas for provoking thoughts withsome insights from research, and then you might do somehow to or you mightyou know, take people behind the scenes or something and provide answers topeople's questions which is utility and human. So my construct around all this is to mixthem up blend them a little bit now the two opportunities, as I said from theoutset, the two opportunities that I see number one is, I think, leadershipcontent. Now I think you should really start it utility content. If you're new intothe content gay, it's going to be the easier win for you and, as I said,really, no one ever went wrong being useful and helpful, but Leshi content. That's you brains,kind of hurt, a little harder. You know you got to put in a lot more work.You've got to put your ideas out there. You know you're putting you solve outthere a little bit more and you know you could get shot down. But you knowthe best thought leaders are verging. Fort leaders call on what you willthey're out there and they're putting ideas, concepts, frameworks, they're,doing research, they're joining dots they've got a unit quite a view thatthey're putting out there- and this is what people share. They don't reallyshare the content that you tell any base, that's more for let's help ourcustoms and their clients, and so it serves that purpose really really well,and so that's when we're searching for information on youtube or Google forsomething to how to do this or whatever the thing with the leadership contentis people might not necessarily be searching for it or they might be. But the thing aroundit is that it's challenging the way people think about a topic or issue,and that's going to you know I sometimes can hurt your head to getthat out. Maybe you've got the ideas and you just need to package them. Isyour point of view or your perspective on on a topic or an issue? Is that...

...developed original that sort of things?One good example? I will put on that one and Dr Michelle Missouri She's abrain messaging coach. I really like what she's doing and she you know,she's a very much an advocate for having a really sharp and well definedmessage that can you know not just take your your business to the next level,but can maybe help drive a movement around your around your ideas and whatare these that you dies that you serve, but she also has this sort of sideissue that she goes on about. She doesn't go on about it, she's promotionand you know she's an ethical marketer and she doesn't like the dark side ofonline marketing or brow marketing and she calls it. So that's another goodexample of someone who's. You know they're over hume brand messaging, butthe bigger picture over here is about. You know her audience a being. You know,sucker punched into a lot of these, the dark side of online marketing.Where there's you know a lot of psychological triggers, and you knowsome, some tactics being used that you know probably a pretty disrespectful toto the audience. So that's a great example of how you can play the twotogether. So I think that that leadership content you got to putyourself out there and it's about you know deeper thinking. You don't have to have all your ideasform. You need a philosophy as perspective a point of view and gettingit out there. This is what I think this is why I think it, and that is whatpeople share. That is what the nights debate. That's what people come in andsparks conversation, and you know the same unlinking. You know if you putsomething like that, that's quite provocative or a contrary in view. Cody Sanchez has got a use later calledcontrarian thinking and you know, she's active on twitter and she's got somepretty strong views and she gets a lot of discussions. So that's a reallygreat example of what that looks. Like the other opportunity, so opportunenumber one is leadership if it works for you and your business and yourbrain okay, so in don't feel forced to do it. The other one is the humancontact which I think, every business, small or large, or even the individual,the professional individual, that's what they can do. They can incorporatemore human stories into their content and this is probably going to lenditself a little bit more to to social media. Although I've seensome, you know some pretty open and raw blog posts as well, and we know thewhole vunerable y thing in in leadership is a big deal. This istaking it to the next step and may be putting a bit of that volubility intocontent. So it's a little bit scary for some people, but I do really basiclevel and you know shine the spotlight on others. Your partners, youremployers, get your internal experts out from the the cubical and out thereto be providing some useful and helpful...

...relevant content to your audience.That's about the social, CEO and social leaders, getting them out of theshadows of the board room and out there. Let's see the whites of their eyes,it's about using more video, doing a lot more life, perhaps where it's alittle bit more raw. But it's if I dare say the a word, it's aroundauthenticity and human stories and what's important, is that that's whatwe relate to and there's a lot more resonance there and bigger companiesand organization. Definitely should do that a lot more smaller businesses andindividuals that we you've got it all over the big guy. So that's a reallygood one and of course, brandon content. If you got to put chest beating stuffout, make it as good as possible, but you know we all have to have a colddirection out there. We all have to put out our celebrate some winds,occasionally also being product launches. Can we go de, but probablycan we have lessons learned somewhere along the way? Of course, we can hitthat to probably ten to fifteen percent of your overall content. So that's ittoday. If you want to check back on, have look at PA Worrioo. The lastcouple of articles, one is about the four of the content groups and then mylatest one, which went up last night, Pi worriecows the last the latestarticle. It is more around the leadership content. So if you'reinterested in that got a lot of what should, I say, a lot of differentexamples along the way, some of which I've mentioned today so till next time,the I.

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