129 Looking at content marketing through a PR lens with Trevor Young

In this episode of Reputation Revolution I swap the hosting seat with Brendan Keogh to chat all things content marketing from a PR perspective.

Professional experts have everything they need today to become their own media channel and build and communicate directly with an audience of fans and supporters of their work.

I chat about the importance of building out the VITAL pillars of your personal brand.

VITAL stands for:

VISIBILITY – raising awareness of your brand, cause or issue by establishing and maintaining an active, respectful and visible presence in the marketplace or community in which you operate

INFLUENCE – creating behavioural change by motivating people to take a specific course of action, individually or en masse

TRUST – building reputation by growing the bonds of trust between your entity and its ‘publics’ (the people who matter most to the success of your business, cause or issue)

ADVOCACY – growing and nurturing a solid base of champions, enthusiasts and allies of your brand, people who will talk positively about your organisation, share your content and defend you if and when necessary

LEADERSHIP – establishing and reinforcing a knowledge, thought, community or industry leadership positioning in the marketplace.

I also explain why shortcuts don’t work in today’s cynical and distrusting world, and how thought leaders should instead focus their efforts on building out a solid body of content that will work for their personal brand over the journey.


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