Reputation Revolution - Diy Personal Branding For Aspiring Thought Leaders

THIS SOLO EPISODE DIGS DEEPER INTO THE HOT TOPIC OF -- "Should you focus on building your personal brand, or business brand?" It follows on from the previous episode (#221) in which brand strategist, Sam Osborn, content coach, Brendan Keogh, and I discussed this topic, albeit in quite broad terms. However, I felt there was unfinished business. I subsequently blogged about the topic and had conversations with people on LinkedIn and Twitter. I put my thinking cap on. I went for long walks to gain additional clarity around the subject. Here I was: I'd been neck-deep in the PR and marketing arena for many years now; I'd advised countless individuals – entrepreneurs, professional experts and thought leaders – on both their personal and business brands, But I felt I hadn't sufficiently come to any real concrete conclusions to this common issue. It had always been, in my instance anyway, a case by case proposition, depending on who I was talking to at the time, and what their particular circumstances were.

G'day folks, my name is Trevor, and welcome to Season 6 of the Reputation Revolution show. In this episode we tackle the much-debated topic - Business brand vs personal brand: Which one should you focus on? It's a question I get asked a lot, and one to which there is no definitive answer, as a number of variables will often come into play. But ... it's definitely worth digging into if you're in business, because as we know: when it comes to all things PR, marketing and communications (including content and social media) - clarity is king! To help me tackle the 'business brand vs personal brand' debate, I've co-opted two experienced pros to provide their ideas, insights and opinions on the topic. They are: SAM OSBORN - a leading brand strategist who helps businesses drive stronger revenue, branded communication and customer loveBRENDAN KEOGH - a marketer and coach who helps thought leaders clarify their message and create cut-through content that gets results Sam, Brendan and I provide our respective t

Today's episode features a solo riff by show host, Trevor Young aka The PR Warrior. Trevor outlines what he calls the Credible Authority Method, a professional personal branding framework he's been developing for some time now and something he expects will be the topic of his next book. Trevor also chats about some forthcoming plans for the podcast, including a potential change in format, and he wants your feedback (you can email him at trevor.young@prwarrior.com). All this and more!

FROM THE VAULT: Previously published as episode 177 - 'Creating authentic video content in professional services | CASE STUDY - Pat Mannix, Paris Financial' __________________________ In this encore episode of the podcast, we chat with Pat Mannix, a partner in the Melbourne-based accounting firm, Paris Financial. Pat is known as the Small Business Tax Champion. He uses video to share ideas, insights and value with his target audience, the small business community. Pat's videos demystify legislation, unpack complex issues around all things tax, and provide savvy business tips and advice. Plus he doesn't mind delivering the occasional rant against multinational companies that don't pay their fair share of tax! But most importantly, Pat's content is the real deal. Yes, it's valuable content for the intended audience - small business owners - but it's how he presents it that really resonates. With Pat, what you see is what you get - he's a funny guy, and his personality really shines through in his videos.

FROM THE VAULT: Previously published as episode 187 - 'The building blocks of thought leadership marketing with Andy Crestodina' __________________________ In this encore episode of the podcast, we chat with Andy Crestodina, Co-Founder and Chief Marketing Officer of Orbit Media Studios and a world-renowned digital marketing guru. Andy has been in the web design and interactive marketing space for 21 years. In that time, he’s helped thousands of people do a better job getting results online. He’s a true evangelist for content marketing and ethical digital marketing. Andy and host Trevor Young discuss: The building blocks of thought leadership marketingThe differences between a content marketer and a thought leaderBlogging as a powerful thought leadership marketing tool in 2021Andy's suggestions on optimising SEO for personal branding, including how to outrank negative mediaPLUS ... Andy unpacks the state of blogging, and lets us in on some of the interesting findings of his 7th Annual Blogging Survey, If

FROM THE VAULT: Previously published as episode 182 - 'From unknown B2B writer to high-profile LinkedIn expert: How John Espirian built a personal brand by being relentlessly helpful' __________________________ In this encore episode of the podcast, author of Content DNA, John Espirian, unpacks his personal branding journey, explaining how he went from an unknown B2B technology writer to a high-profile LinkedIn expert who has successfully managed to differentiate himself from his competitors in the marketplace. {N.B. After we listen to John's story, John and host Trevor Young shift gears and discuss LinkedIn tips and strategies} John's the real deal. He's a genuine, humble guy. He's not flashy, but he's credible. This makes him the antithesis of many of the self-proclaimed 'thought leaders' we see out there on the web who are good at scoring airtime, but scratch beneath the surface and there's not a lot there. In this wide-ranging chat with Trevor Young, John discusses: why he chose to build his person

In this special episode, Trevor Young dissects season 5 episode-by-episode. Who were the expert guests featured, and what were the various topics and talking points discussed? It's a great (quick) way to see what you missed (if you did indeed miss some shows), and a reminder of some of the great conversations we had on the podcast. Keep an ear out for season 6, coming your way soon!

We talk often about content on this show. Indeed, in pretty much every episode, content is mentioned somewhere, and rightly so, because it's such a critical part of building a thought leader brand today. And 'content repurposing' also often gets regularly mentioned in dispatches, because it too plays a key role in personal branding. But we haven't dedicated an entire episode to content repurposing ... until now! In this episode, Trevor Young and expert guest, Sally A. Curtis, go deep into all things content repurposing, covering: What it isWhy it is so importantHow to do it strategically But it's not just a theoretical session! Trevor and Sally provide heaps of practical examples of what content repurposing looks like, when done well. Sally is a content repurposing specialist who works with speakers, authors, thought leaders, coaches, consultants and entrepreneurs. She also hosts the Success Secrets Exposed podcast and video show Sally talks about her content repurposing framework ("amplification, tra

In this week's episode of Reputation Revolution, we zero in on the 'mindset' part of personal branding. The topic is a bit different from what we usually cover on the podcast, but it's critically important for entrepreneurs and thought leaders who are keen to fast-track their public profile and professional reputation. If we can't get our mindset right and get on top of roadblocks and issues caused by self-sabotage - i.e. imposter syndrome etc - we can never effectively put ourselves out there online and build a personal brand that is truly representative of our professional selves. How can we create powerful, thought-provoking content if we're constantly second-guessing ourselves? How can we provide useful tips and ideas on social media if we don't deem ourselves worth enough to do so? To unpack all of this is The Happiness Hunter, Fiona Redding, a mindset coach and motivational speaker who helps female founders upgrade their vision, mindset and wellbeing to create a purposeful, profitable life and busi

The past two episodes of the podcast have looked at earned media, with emphasis on generating editorial exposure in mainstream media and trade press.

This podcast episode is dedicated to a full chapter of Trevor Young's 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). HERE IS THE BOOK BLURB: Are you struggling to cut through the noise and convey your message to the marketplace? Become your own media channel and tell your stories like a PR pro! We live in a fast-paced, digital-first world cluttered with brands and individuals telling the world how great they are. It’s no wonder consumers are so cynical and distrustful. They resent being interrupted with meaningless ads, pitches and promotional messages. They simply don’t care about you or you

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 wh

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 alongside host Trevor Young is YANN ILUNGA, a lead generation and podcasting consultant, international speaker, and podcaster (with over 400 episodes published). Yann and Trevor 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 channelsthe 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 scalethe danger of tunnel vision when it comes to client acquisition

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 with the PR Warrior, Trevor Young. Specifically, she covers a range of topics including: Building a platform around your passion Finding your voice through bloggingThe importance of having a vision and mission from the outsetCapitalising on media opportunities that come with having an increased profile in the marketplaceDoing your homework before pitching a story idea to journalistsJuggling 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!

The Creator Economy is a big deal. It’s big – HUUUGE! – and it’s getting bigger. What’s the relevance to thought leaders and professional experts? Simple. It’s where all the content ‘heat’ is at the moment. According to Mark Stenberg from Medialyte: "The creator economy consists of individuals with unique skill sets using platforms to monetize their craft.” Bona fide content creators (or ‘content entrepreneurs’, as Joe Pulizzi likes to call them) are busy building their media channel, growing an engaged audience (and considerable influence), and then creating products and services to serve that audience. Many thought leaders and personal brand enterprises, however, tend to already have their business model in train. They are creating content and building an audience often as a way to attract people to their ideas and to build subject matter authority. The ultimate goal, of course, is to build profile and reputation that in turn helps generate more leads and sales for their business, or whatever 'commerc

Today's episode is all about video, and how non-digital natives can get the most out of the medium using nothing more than a smartphone. Our expert guest Julian Mather has an incredibly varied background, having gone from being trained to shoot people with a rifle (army sniper) to shooting people with a camera. Along the way, he became a Director of Photography at ABC-TV, as well as a professional magician, a period during which he established a successful Youtube channel generating 30 million video views and 140,000+ subscribers. Today, Julian helps busy 40-60yr olds build trust and authority using smartphone video. Julian's goal is to change how people think and feel about video, and he does it with unique content, storytelling, humour, practical tips ... and a bit of magic! Julian encourages people to shrug off their insecurities when it comes to being in front of the camera. He says: "Anybody can learn this. So if you're out there listening to this and thinking, I just have so much trouble (doing v

This episode's guest is Ian Whitworth, a reformed branding and advertising creative director turned entrepreneur and co-founder of Scene Change, a national corporate AV company that once used a toothless gypsy lady to help set its strategy! Ian studied as a vet, got expelled, and became a corporate AV technician. He claims he has been "exposed to radioactive megadoses of corporate motivator shtick", before realising they’re generally 99% showbiz and 1% business experience. More importantly, for the purposes of today’s episode – Ian is a blogger and published author, with a new book out now via Penguin Random House: UNDISRUPTABLE: Timeless Business Truths for Thriving in a World of Non-Stop Change. (High profile Australian entrepreneur Zoë Foster Blake described UNDISRUPTABLE as "witty, clever and extremely relevant in these godforsaken Zoom times.") In this wide-ranging chat with host Trevor Young, Ian touches on: How he snagged a book deal with a major publisherThe importance of telling real-life stor

In this first interview of Season 5 of the podcast, Mark Masters - the founder of You Are The Media (online learning community) and We Are The Media (marketing consultancy) - joins Trevor Young to discuss all things content, community and being in it for the long haul. Mark is a repeat guest - this is his third appearance on the show - providing Trevor with the opportunity to walk Mark through the progress he's made (and the lessons he's learned) over eight years of You Are The Media (YATM). YATM essentially kicked off when Mark started producing his weekly newsletter, which he continues to publish to this day. The newsletter paved the way for a book called Content Revolution, which built Mark's credibility not only in his home town in Dorset on the southern coast of England, but also internationally (leading to speaking gigs in the US and South America). In 2016, Mark started running events under the YATM banner, a practice that continues today with a suite of learning events, both online and offline, in

Welcome to season 5 of the REPUTATION REVOLUTION podcast. In this brief episode, Trevor Young aka The PR Warrior walks us through what to expect from forthcoming episodes of the podcast.

Welcome to part one of this special episode - the finale to season 4 of the Reputation Revolution podcast. Host Trevor Young takes a look back at the first half of episodes from season 4, including interview snippets from the likes of: Author and LinkedIn expert, John EspirianLeadership communications coach, Sarah MakrisBusiness book coach, Kath WaltersB2B influencer expert and social media pioneer, Gavin HeatonLaunch strategist and design expert, Jenna SoardDigital marketing guru, Andy CrestodinaAuthor and video storytelling expert, Jonathan CreekLeading podcast strategist, Kellie RiordanFOMO marketing pioneer, May King TsangThought leadership content expert, Lacy Boggs Check out part 2 of this season finale in the next episode!