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Ep 79. Taking a slice of 'owned' content from the PESO pie

Communication Strategy That Works podcast

Release Date: 06/16/2022

Ep 95. PR and the quest for truth and transparency show art Ep 95. PR and the quest for truth and transparency

Communication Strategy That Works podcast

Have you got a plan to build trust with your audience or just a communication plan? Good Public Relations (PR) is about creating trust in your brand. It's a strategic communication process that builds mutually beneficial relationships between organisations and their public or audiences. Ethical public relations practices seek the truth and provide accurate and balanced information. However, this is increasingly difficult in our current age. The internet has allowed for a free flow of information that has led to a new level of transparency between people, businesses and consumers. This podcast...

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Ep 94. How brand advocacy could help manage reputation impact in your business  show art Ep 94. 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 93. Why we need reflection time in order to be productive show art EP 93. Why we need reflection time in order to be productive

Communication Strategy That Works podcast

It's been an odd time. It's been a time to reflect and review recent events in a few areas of my life and work. I've some new business opportunities I am working on and rethinking how I work and when. Sometimes you just need to change it up, but it's also good to reflect on how I spend my time at work and home to see if being more thoughtful about approaching this could improve anything. I also have a teenager in the house, and trying to help them think about how to improve their behaviour led me to reflect on what has worked well for me and how it might work well for them. I also like to...

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Ep 92. Storytime - why storytelling is relevant and how to use it show art Ep 92. Storytime - why storytelling is relevant and how to use it

Communication Strategy That Works podcast

Firstly, I wanted to note the sad passing of Her Royal Majesty Queen Elizabeth II recently, which has been felt worldwide, not just in the UK. She always captured the hearts and minds of her audience when she undertook her Queen's Speech and at other times in our history.  It was national Roal Dahl story week this week in the UK, and I was thinking about how this topic is increasingly important for leaders of state, nations, and for brands in an increasingly noisy, politically challenging, and divisive world. Storytelling has long been a part of human communication. It is an important...

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Ep 91. How to get your comms mojo back post-summer show art Ep 91. How to get your comms mojo back post-summer

Communication Strategy That Works podcast

We need to be inspired to feel creative and fulfilled because, without inspiration, we may not be able to produce the best work possible. If we don't have the drive to do our best, then what is the point? This inspiration can come from many different sources, but one of the most important is our own personal experiences. We can gain inspiration from our own life experiences, other people we know, or even things we see in the world. We need to be inspired to feel creative and fulfilled because if we aren't, we will likely become bored with our work and stop producing good results. I was at a...

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Ep 90. Hive mind the comms (skills) gap in your strategy with a skills audit show art Ep 90. Hive mind the comms (skills) gap in your strategy with a skills audit

Communication Strategy That Works podcast

Some of the most important skills for a public relations professional are lifelong ones. You can't learn all the knowledge you'll need in a few months of school or a few years of experience.  Instead, we need to keep our skills up to date. This not only helps us learn new things, but it also keeps us competitive in our specialised field of work. But how do you know what skills you need or where to focus your time? Today, I run through what skills I consider to be top of the pack when it comes to keeping up to date and how a skills audit can be a really effective place to start for you or...

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Ep 89. Summer Hacks Series (part two) Act with purpose - how to reflect on your comms success  show art Ep 89. Summer Hacks Series (part two) Act with purpose - how to reflect on your comms success

Communication Strategy That Works podcast

Welcome to the 2022 summer hacks series Part Two! These are really short ‘food for thought’, bite-sized episodes, so you can dive in when you have a moment.   I decided to focus on planning tips over the summer.  Why? Because when people think about comms planning, they often focus on what they are going to say. You have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step, but before you start typing, let alone promoting your offer, there are some vital actions you need to take.  The summer hacks is an...

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Ep 88. Summer Hacks Series (part two) How do you know if the comms is working? show art Ep 88. Summer Hacks Series (part two) How do you know if the comms is working?

Communication Strategy That Works podcast

Welcome to the 2022 summer hacks series Part Two! These are really short ‘food for thought’, bite-sized episodes, so you can dive in when you have a moment.   I decided to focus on planning tips over the summer.  Why? Because when people think about comms planning, they often focus on what they are going to say - you have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step, but before you start typing, let alone promoting your offer, there are some vital actions you need to take.  The summer hacks is an...

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Ep 87. Summer Hacks Series (part two) Getting your message out there. show art Ep 87. Summer Hacks Series (part two) Getting your message out there.

Communication Strategy That Works podcast

Welcome to the 2022 summer hacks series Part Two! These are really short ‘food for thought’, bite-sized episodes, so you can dive in when you have a moment.   I decided to focus on planning tips over the summer.  Why? Because when people think about comms planning, they often focus on what they are going to say. You have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step, but before you start typing, let alone promoting your offer, there are some vital actions you need to take.  The summer hacks is an...

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Summer Hacks Series (part one) Cutting through the noise with messages that resonate. show art Summer Hacks Series (part one) Cutting through the noise with messages that resonate.

Communication Strategy That Works podcast

Welcome to the 2022 summer hacks series! These are really short ‘food for thought’  bite-sized episodes so you can dive in when you have a moment.   I decided to focus on planning tips over the summer.  Why? Because when people think about comms planning, they often focus on what they are going to say. You have a great product or service and you want to tell people about it. Focusing on the message seems the logical first step. But before you start typing, let alone promoting your offer, there are some vital actions you need to take. I’m going to give you an overview...

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More Episodes

Using 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/

 

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