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A collection of 218 posts

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Influencer marketing versus influencer relations - which one is right for your brand?

For a number of reasons, influencer marketing has taken on bona fide buzz phrase status in recent years. This feels a bit weird to me because the whole notion of getting so-called influencers to help market your brand has been alive and well for, well, seemingly forever! Maybe it feels

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The one word I've never heard a content marketer use (and it's an important one!)

Many in the content marketing fraternity are intently focused on creating content that gets found in search engines and leads prospective buyers down a constructed 'marketing funnel'. This is sensible and smart thinking as it can be a pretty powerful way to market one's business; I

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A look under the hood of CSIRO's content program

Content marketing strategist Andrés López-Varela recently wrote an article entitled 'Content Crush: CSIRO uses storytelling to make the pandemic personal' for the Storyation blog. Andrés wrote that while many brands were producing content about topics like the mental health impact of COVID-19, few could actually claim to be

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The battle for brand visibility: why exposure = leverage

All too often, in a short-term bid to grow sales, we neglect the very things that underpin the achievement of the commercial goals we so desperately seek. For example: * Increased brand recognition and top-of-mind awareness * Enhanced personal or organizational reputation * Growing influence and authority in the marketplace * Heightened advocacy and

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The ticking time bomb that sits at the heart of today’s ‘disconnected’ companies

Companies that continue to hide their staff from the outside world – that spin the message and blur the lines of engagement with the public – face a far greater risk than simply being left behind in today’s hyper-social and connected environment. As we move deeper and deeper into the digital

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Reframing your content: It’s not a blog post, it’s a digital asset!

One of the greatest opportunities ever served up on a plate to business owners and managers is the ability for them to become their own media channel and communicate directly with their audience – i.e. customers and stakeholders, external influencers etc. From where I sit, a growing number of savvy

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Filling the white space

At one point, our professional personal brands are surrounded by a lot of ‘white space’. As the saying goes, your personal brand is “what people say about you when you’re not in the room” – people’s collective experience of having come into contact with you over time and formed

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Using social media to build empathy and connection with your customers

THIS IS THE FOREWORD I WROTE FOR THE 2020 YELLOW SOCIAL MEDIA REPORT The use of social media in business is not really rocket science. Indeed, while social has in recent years become a bona fide industry with its own somewhat confusing ecosystem of systems, processes, tools, platforms and ‘gurus’

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NEW RESEARCH: How are Australian consumers using social media?

The Yellow report into Australians' social media habits is now out, and it provides some serious food for thought for businesses that aren't yet taking social seriously. Firstly, let's look at some areas of consumer behaviour when it comes to social media,  and what this

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Available for free download: New ebook CONTENT & REPUTATION

I've just launched a mini-ebook and it's free to download (no email required) - here's the direct download link. The ebook is called CONTENT & REPUTATION: How to use content to boost the 5 ‘VITAL’ pillars of your business or personal brand. Here'

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Why behind-the-scenes content is important for your business: here are 6 examples of what this looks like

Using content to take people behind the scenes of your business is always a good idea because it helps build engagement and trust with your customers, clients and stakeholders. Why? Because we like dealing with real people, not faceless businesses and organizations. We do business with people, not logos. Featuring

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How to publish your own business book: a look under the hood

After a couple of years of researching and writing my new book Content Marketing for PR, it’s finally been published under my Digital Citizen imprint. So I thought that while it’s still fresh in my mind, I’d take you behind the scenes of the self-publishing process. By

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How to use content marketing for PR: the 'Digital Download' podcast interview

I recently jammed with the UK's Paul Sutton on his excellent podcast, Digital Download. Digital Download is one my favourite podcasts and I recommend it to anyone who works in PR and digital comms. Paul 'gets' the digital space and is happy to dig in deep

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Digital news platform Ticker TV gains traction, weekly show Brand Builders launches

The final few months of 2019 saw the emergence of a startup digital news platform on the Australian media landscape. Called Ticker TV, the innovative platform seemingly came out of nowhere and within no time had piqued the interest of Australia's business community. Ticker founder and CEO Ahron

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New season of The PR Warrior Show | Launch of ‘Content Marketing for PR’ book

The PR Warrior Show is back, and we're kicking off this new season with a replay of the video broadcast of the launch of my new book, Content Marketing for PR. It's mainly a question-and-answer session, first with the host Steve Vallas asking questions of my

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New season of The PR Warrior Show | Launch of ‘Content Marketing for PR’ book

The PR Warrior Show is back, and we're kicking off this new season with a replay of the video broadcast of the launch of my new book, Content Marketing for PR. It's mainly a question-and-answer session, first with the host Steve Vallas asking questions of my

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Building strategic visibility using a content-first approach to PR

The content you publish, distribute and amplify can have a significant impact on your brand’s visibility in the marketplace. But you need to be strategic about it. Just banging out stuff willy-nilly simply adds to the noise and helps no-one. Brands that get it right, as a rule, have

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Three reasons why I wrote my book 'Content Marketing for PR'

I've just published my second book. It's called Content Marketing for PR: How to build brand visibility, influence and trust in today's social age (here is the official website if you'd like to know more). It's a bit of a

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What is content marketing for PR, and why does it matter?

Content marketing for PR is about becoming your own media channel so you can communicate directly with your target audiences and in doing so, influence the outcome you’re after. This can work in a number of ways: 1. DISCOVERABILITY Publishing original content can help you get discovered. Whether people

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The content factory that fuels your PR efforts

When planning your content marketing for PR program, try mixing up the types of content you produce. I explain more in this brief video. VIDEO TRANSCRIPT: In all likelihood, the content you create will fall into one of these buckets. Let's call them buckets, all right, but one

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How to gather insights for your content marketing for PR program

Any time you embark on a content marketing for PR plan, it’s advisable to start watching and listening to what’s going on in and around your virtual world. Not just a cursory scan of the interwebs: I’m talking full immersion and discovery. The goal here is to

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What's your 'one kick'?

So many lessons for business professionals in this one Bruce Lee quote: "I fear not the man who has practised 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times." In terms of social media and content marketing, there's

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LinkedIn Live is coming: what does it mean for your business?

We welcome the news that LinkedIn is finally onboard the video live-streaming train. The announcement yesterday of its new live-streaming service - LinkedIn Live - immediately got me thinking of the raft of opportunities it will provide businesses large and small, nonprofit organisations, professional experts and thought leaders, once it

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Are we seeing a return to community? I hope so. Here is what it looks like in real life.

The early heady days of social media (circa 2009-2012) were characterised by a genuine sense of community. This was an era when social media truly was social, and activity on channels such as Twitter and Facebook often acted as a precursor to offline meetups and coffee catch-ups that in turn

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Painting a statistical picture of social media (infographic)

As 2018 starts to wind down, what does the social media landscape look like from a statistical perspective? Social media monitoring service Awario has compiled the infographic below a range of credible sources. ‎There are some big numbers involved. Let's unpack some of the things that jump out: