The Moery Company faced major headwinds in its start-up phase. Primarily, no one knew what the heck we did. But I learned early on about the value of thought leadership and content delivery as being the most valuable part of modern marketing.
I adopted a loosely defined content marketing effort, at the expense of traditional marketing programs, that transformed our business. I’ve made plenty of mistakes and still do. Here are a few tips to increase your personal brand by scaling the content:
#1: Start, because most people don’t.
The documentation of your work is the cornerstone of your thought leadership strategy. You don’t have to know everything about a topic but telling people about your organization’s work – it’s challenges and opportunities – makes for an authentic and compelling story telling. Stay focused by going deep into a couple of areas – this is where you demonstrate specialization and new ideas.
#2: Dictate your thoughts: To scale the content, it’s important for me to keep it brief and focused on one main idea, like “What Sponsors Want to Buy!” This enables you to have more entries, and the frequency needed, to establish and grow your presence.
After you address the topic, you can then scale the content for delivery on every platform.
#3: Edit your thoughts and develop a blog post. I post the blog on the website, LinkedIn, Twitter, Medium, and increasingly in long form on Facebook.
#4: Use the blog as copy (or notes) for Live Streaming. The blog then becomes my notes for a brief live broadcast on Facebook Live, and re-posted on a YouTube Channel.
#5: The blogs and videos provide the content for a weekly e-newsletter. Combined with other association news, this re-posted information is also linked back to our website, creating more traffic.
#6: Social media posts are now populated with links to all the above daily.
#7: Once monthly, the original blog postings are recorded into podcasts, usually about six at a sitting. This takes about an hour.
#8: The blog post topics are combined into a slide deck used during our monthly free webinars.
#9: The webinars are then recorded – and, ultimately translated into eBooks.
This process converts a single entry into a multi-channel loop of thought leadership delivered on multiple platforms. It’s a powerful process I’ve built over the last 2 years, and it’s been a game changer for my business.
If you’re looking to build your brand in the coming months or in 2020 use some of these strategies. I’m pullin’ for you. JP.
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