Ep 79. Taking a slice of 'owned' content from the PESO pie
Communication Strategy That Works podcast
Release Date: 06/16/2022
Ep 152. Rerun: How brand advocacy could help manage reputation impact in your business
Communication Strategy That Works podcast
Do you wish more people were telling their friends about your company? When people are looking for recommendations on LinkedIn, you wish your name was being tagged. When someone at an industry event is asking for examples of people in your niche, you want your brand to come up in the conversation. What about when things do not go to plan? A network of trusted people can also help test your response in a crisis and help you out of a reputation hole. One way to do this is through finding brand advocates, those who rave about how good you are when the going is good and when it’s not so...
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Ep 151. Rerun: People do business with people, not brands
Communication Strategy That Works podcast
Today, I wanted to talk to you about the importance of fostering business relationships in B2B when building your brand from scratch. I reveal why this approach is not just for big consumer brands. Getting people to tell your story for you is a powerful way to build trust and credibility. It's tough when you start because no one knows you. You may be new in a market, have a new way of doing things, or compete in a very established industry. Let's dive in! Liked Listening today? What to do next: to get more strategic with communication activity in your business. Listen to...
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Ep 150. Deep Dive on Building Relationships That Matter
Communication Strategy That Works podcast
Through this month’s theme of building effective relationships that matter, I dive into the topic of stakeholders, crisis and brand building. In the dynamic realm of business, understanding and leveraging stakeholder engagement transcends the boundaries of size and industry. It's a pivotal strategy that unveils what truly drives people towards or away from your offerings, thus illuminating the path to not only solving pertinent issues but also profoundly connecting with your audience. Surprisingly, this critical aspect often remains shadowed, tucked away from the spotlight in PR and...
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Ep 149. Unlocking Success: Skilling Up in and refreshing your skills
Communication Strategy That Works podcast
In this final episode on the theme of learning and development this month, and integrating new skills we take a look at some practicalities. Let’s face it, skilling up isn't just an option; it's a necessity for staying relevant and competitive in the field. We'll explore the importance of continuous skill development in PR and Marketing, how to identify skill gaps, and practical steps to enhance your abilities without breaking the bank. So let’s dive in! Liked Listening today? What to do next: to get more strategic with communication activity in your business. Listen to...
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Ep 148. 4 Ways to Implement AI into your Workflow
Communication Strategy That Works podcast
Today I present practical insights on integrating AI to streamline your team's processes and enhance collaboration. Drawing from my recent conversation with Ben Lee, let's elevate your content, energize your team, and optimize performance. Let’s jump in! Liked Listening today? What to do next: to get more strategic with communication activity in your business. Listen to more episodes, take some training, or download a resource: . Hire my expertise Whether that’s support with a one-off comms project or an entire strategy for your business, drop me a line if you want to...
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Ep 147. Deep Dive with Ben Lee: Embedding AI into your team
Communication Strategy That Works podcast
Ben has been working with GenAI at Bidwells since early 2022, determined to focus on the art of the possible. Having seen a few technological shifts in a 20-year career as a journalist, public affairs consultant and PR professional, Ben quickly recognised this one as the most seismic. So when ChatGPT landed in late 2022 his team were already using AI tools each day to transcribe interviews, edit videos and create content. Since then, Ben has been focused on leading AI adoption across his business and speaks regularly on the topic. His team won Best Use of AI in the 2023 B2B...
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Ep 146. Unlocking the Power of Data: The Key to Amplifying Your Communication Efforts
Communication Strategy That Works podcast
Welcome to the final episode on the January measurement and evaluation theme! Today we're looking at three ways to set yourself up for success using measurement and evaluation techniques. So let’s dive in! Links mentioned today: Track your success with my free measurement framework:
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Ep 145. Harnessing SEO: The Unseen Pivot in PR Success Measurement
Communication Strategy That Works podcast
Building on the recent Deep Dive with Adam Driver and January’s measurement and evaluation theme, I explore a bit more about how SEO can specifically help your PR campaigns. In today's digital age, the landscape of Public Relations (PR) has transformed significantly, with Search Engine Optimization (SEO) emerging as a pivotal tool for gauging the effectiveness of PR campaigns. Let’s dive in! Links mentioned today: Deep Dive with Andy Barr:
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Ep 144. Deep Dive with Adam Driver - Demystifying SEO
Communication Strategy That Works podcast
Today I am delighted to have on the podcast Adam to unpick and demystify SEO or search Engine Optimisation as part of January’s measurement and evaluation theme. Adam originally trained as a journalist and has experience on both sides of the agency divide having been in-house and an account director at an agency. Adam has been a CIPR Chartered Public Relations professional since 2020. Adam set up Authentic comms in 2020, and describes his work as delivering in a ‘channel neutral, sector agnostic’ way, focusing on the audience(s) much like me! So we chat about a LOT of things including...
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Ep 143. Developing a Creative Mindset: Strategies for Boosting Innovation and Originality
Communication Strategy That Works podcast
Today, I want to talk about the process of creative thinking. Long ago I read a book by PR Practitioner Andy Green called Creativity in PR. He highlights the importance of creativity in virtually every project. Today I share some resources for creative thinking with you. You see, creative thinking is essential for innovation, whether it be writing, designing, or strategising. Often, people break creative thinking down into five stages of creativity. So let's explore what the creative process entails and how each stage builds upon the previous one. It'll certainly come in handy the next time...
info_outlineUsing owned content, such as blogging, is a powerful tool for generating awareness about your business. It's also an effective way to build a brand, generate traffic, and position yourself as an industry expert.
In addition, as you think about how you want to build your brand, you should also consider how you want to build your audience, and whilst there are a number of different ways to reach potential customers, one of the best ways is to provide them with content they can't get anywhere else. This helps to build the 'know, like, trust factor.
But I think owned content is underused and undervalued by B2B businesses.
So today's episode explores why owned content is a must for your PR plans and an introduction to something called the PESO model for using content.
Let's dive in.
Links mentioned in this episode:
https://spinsucks.com/communication/peso-model-breakdown/
Liked Listening today? What to do next:
Get my FREE roadmap to get more strategic with communication activity in your business
Listen to more episodes, take some training, or download a resource: Find out more here.
Hire my expertise
Whether that’s support with a one-off comms project or an entire strategy for your business drop me a line if you want to explore this further. You can also work with me 1:1 as a trainer and mentor.
Work with me closely
If you’d like to work with me to develop and implement your communication strategy through 1:1 work with me, podcasts, workbooks, sharing ideas, and lots of accountability and up-skilling, then email me at [email protected] to register your interest for you or your entire team.
Leave me a voicemail on my Speakpipe page I would love to hear your feedback on this episode and thoughts on any topics I could include in future ones too.