The November slate of Reputation Revolution podcast episodes focused on creating your own content and generating media exposure for your personal brand.
We kicked off the month with an interview with Belinda White, founder of Fierce Girl Finance. Theme for our conversation was focused around building a reputation through blogging and media relations.
Next up, in episode 210, I chatted with Finland’s Yann Ilunga about how to package and monetise your podcast, blog or online video show. It was a really expansive chat about taking your content efforts to the next level!
In episode 211, I sat down with Jake Moore, a cyber-security specialist from the UK, to discuss how to build a national media profile as the go-to expert in your space. This was a really enlightening case study: Jake is out there day after day building a reputation with the media as the go-to expert in his field.
And, in the final episode for November, I looked at how owned media can lead to editorial exposure (this featured a chapter from my audiobook, Content Marketing for PR).
Alrighty then, here are the details …
209: Building a reputation through blogging and media relations with Belinda White, Founder of Fierce Girl Finance
Belinda White is the founder of Fierce Girl Finance, a blog-based online platform that helps women take charge of their money.
Belinda describes Fierce Girl Finance as a passion project. She’s been at it for five years, and her persistence has paid off as she is now regarded as a genuine expert in the (crowded) area of personal finance education.
Belinda unpacks all this in this chat.
Specifically, she covers a range of topics including:
- Building a platform around your passion
- Finding your voice through blogging
- The importance of having a vision and mission from the outset
- Capitalising on media opportunities that come with having an increased profile in the marketplace
- Doing your homework before pitching a story idea to journalists
- Juggling blogging with a full-time gig
Belinda also discusses how not having a monetisation strategy frees her up to blog on topics she’s interested in, versus having to satisfy advertisers and sponsors, as well as pandering to the Google machine!
This freedom, she says, brings her joy and helps sustain her interest in maintaining the Fierce Girl Finance blog.
>>> Check out Fierce Girl Finance here!
210: Content Profits: How to package & monetise your podcast, blog or online video show – with Yann Ilunga
Today’s bumper episode unpacks what it takes for thought leaders to generate leads and sales from their owned media channel/s.
In other words, how can they monetise the content they create on their podcast, blog, online video show, or email newsletter.
Taking centre stage is YANN ILUNGA, a lead generation and podcasting consultant, international speaker, and podcaster (with over 400 episodes published).
Yann and I cover a range of topics to do with content marketing, with emphasis on podcasting and online video.
Plus Yann breaks down the system he uses to help his clients engage and convert prospective customers through the use of content.
Other topics covered include:
- content repurposing and the importance of formatting for different channels
- the rise of the Creator Economy (and what thought leaders can learn from independent content creators)
- the different ways to productise your services in order to scale
- the danger of tunnel vision when it comes to client acquisition
- automation and the ‘connective tissue’ that is email marketing
- how to leverage podcast guest appearances to build your business
If you’re building a strong professional brand and reputation and are wanting to take things up a notch and turbo-charge your business through content, then this is the episode for you!
Yann lives in Finland and helps consultants and coaches create and leverage systems to generate a consistent stream of organic leads and appointments (without having to spend a single cent in paid ads).
Additionally, he is the founder of Podcast Success Summit – the world’s largest virtual summit for podcasters – and host of the “360 Entrepreneur Podcast”, a show that features inspiring conversations with top entrepreneurs, marketers and best–selling authors like Pat Flynn, Kim Garst, John Lee Dumas, Jay Baer and Natalie Sisson.
Dubbed “Unicorn-Level Digital Marketer” by Inc. and “Podcasting Advocate” by Forbes, Yann is a polyglot who speaks five languages.
211: How to build a national media profile as the go-to expert in your space: Case study with Jake Moore, ESET UK
What does it take to generate 400 items of media exposure in the space of two years?
Well, that’s what Jake Moore has been able to do across 2020 and 2021.
And not just any media coverage: we’re talking tier 1 editorial exposure.
That is, coverage in the top media outlets such as BBC Radio, ITV News, CNBC, Sky News, Forbes, The Times, The Daily Mail, The Independent, Wired, Forbes and Al Jazeera. And that’s just a small portion of what he’s been able to achieve!
Jake is a cybersecurity specialist with ESET, a global software company that provides security solutions to businesses and consumers in more than 200 countries and territories.
In the space of a few short years, he’s stamped himself as a genuine go-to resource for all things cyber-security in the UK.
While earned media takes in speaking gigs at conferences and guest blogging and people saying nice things about you on social media – the guts of earned media is about getting mentioned in mainstream and trade press, and broadcast media.
This is what’s going to boost not only your reach of your personal (and business) brand, but also your credibility and perceived authority in the marketplace (there’s a reason why we see so many “As seen in …” media logos featured on the homepages of personal brand websites).
But what’s involved in actually doing this? What’s required of the expert to make this happen: not once or twice, but over and over again on a consistent basis?
In this episode, Jake walks us through his media journey, covering topics such as:
- The role relationships play when dealing with the media (hence, in the PR world this practice is called ‘media relations’)
- The role Twitter plays in real-time connection with journalists
- Jake’s daily practice of ensuring he’s prepared with story angles and ideas
- The importance of timeliness in responding to media calls
- Outbound pitching of story ideas versus managing inbound media requests
- How to prepare for a media interview, including on-air Zoom calls
- Balancing personal brand vs employer brand when talking with the media
- The role ESET UK’s PR agency plays in generating media coverage
- Blogging, and the power of creating headlines that hook readers (and the media)
- Do you need a personal brand website if you’re working for a company?
- How YouTube helped prepare Jake for TV interviews with major media outlets
While ESET UK’s PR agency plays a crucial role in helping Jake generate exposure in the media, the key message here is preparation: doing what’s required to build relationships with journalists, editors and radio/TV producers.
Jake’s tips and lessons are relevant, even if you’re just starting out on your media relations journey, with no outside help.
If you’re interested in extended your reach by leveraging third-party media, you won’t want to miss this interview with Jake Moore!
CONNECT WITH JAKE:
212: How owned media can lead to editorial exposure (Content Marketing for PR audiobook chapter)
This podcast episode is dedicated to a full chapter of my book – Content Marketing for PR: How to build brand visibility, influence and trust in today’s social age.
The chapter in question focuses on how owned media can lead to editorial exposure.
If you’re wanting to leverage the media to build your profile and reputation, this episode will be of interest.
Want to get your own FREE audio version of the Content Marketing for PR book?
CLICK THIS LINK to gain immediate access to the full audiobook (all 29 chapters).