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 Barometer Buffer's State Of Remote Work report Mighty Networks' From Dependence to Independence report Richard van der Blom’s LINKEDIN ALGORITHM REPORT Greg Savage's Savage Truth blog Sarah Walker-Smith - CEO, Shakespeare Martineau David Hieatt - co-founder of Hiut Denim Co  Chris Do - founder, The Futur  Joanna Penn- The Creative Penn Seth Godin - author Dr Michelle Mazur - brand messaging strategist Professor Scott Galloway - lecturer, entrepreneur & YouTube creator Farrow & Ball, and its online publication – The Chromologist Bed Threads - The Makers Home Tours Bellroy - Carryology In 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

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

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!

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! Subscribe to the BECOME YOUR OWN PR MACHINE 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!  Plus receive a FREE copy of my audiobook - Content Marketing for PR

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 ...  _______________________ 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

In this micro-episode, I discuss how to generate media coverage for your business or personal brand using what I call the 𝗿𝗼𝗹𝗹𝗶𝗻𝗴 𝘁𝗵𝘂𝗻𝗱𝗲𝗿 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. If you want to take things up a notch with your PR and marketing efforts, then generating editorial exposure for your business or personal brand can really help increase your reach and visibility. But it's important to do it in a way that's strategic and sustainable. ENTER: The 'Rolling Thunder Strategy' - this is most suitable for owned of expertise-based or service-based businesses - and especially if you're trying to position yourself as the go-to subject matter expert or thought leader in your space, in the industry in which you operate.

One of the key foundational activities of PR is to build the base of communications for our brand and our business. In the previous episode, I unpacked my 'Marketing Communications Pyramid', which is anchored by owned media and social media. Along with earned media, they (ideally) form the base of your marketing communications eco-system. In other words, they help make your paid-for marketing activities work harder! In this episode I cover off owned media, and discuss why it's important to think like a media proprietor as we build out - in a purposeful way - our own media 'network' (I use the BBC to illustrate my point here). I break down: what owned media channels are available to solopreneurs and business owners why having an owned media presence is important from a marketing communications perspective an analogy using the BBC to illustrate my point three content mediums we need to be aware of, including standalone sub-branded media properties premium signature content opportunities and how we can use them to deliver extra value to our audience I hope you enjoy the episode! CHECK OUT THE MARKETING COMMUNICATIONS PYRAMID HERE - https://trevoryoung.me/prmachine 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

In this episode, I unpack what I call my 'Marketing Communications Pyramid'. This is a framework I've used for years to break down the various elements that make up the marketing mix; I do this so I can, in turn, isolate the PR elements and where they sit in the broader picture. I contend that PR sits at the base of the pyramid, and builds the foundations for the broader marketing communications of a business (or organisation). THINK: a strategic blend of owned media, social media and earned media. In essence, we're talking about creating our own media network so we can deepen the level of connection we have with the people who matter most to the success of our business, cause or issue. If you're a business owner, or a marketer or PR pro, you'll want to dig deep into this episode as it will provide you with heaps of food for thought! CHECK OUT THE MARKETING COMMUNICATIONS PYRAMID HERE - https://trevoryoung.me/prmachine 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

PR is a weapon, but only if you understand how to harness its power for the benefit of your business, cause or issue! But first, let's get down to basics. I spend this episode unpacking the concept of public relations, discussing what it really is, and why it's important for solopreneurs and business owners to understand the crucial role it plays in the marketing mix.  SPOILER ALERT: If your view of PR has been influenced by Hollywood or the media generally ... then get ready for to start rethinking things :) There is a lot to PR, and I'll be breaking it down for you across future episodes of the podcast. In the next episode (#002), we're going to look at a few more of the building blocks of PR in terms of owned, earned and social media, and I'll I'll talk through what I call my 'Marketing Communications Pyramid', and where PR fits in all of that.  But until then, let's kick off your PR journey with this opening episode!  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