6 tips to stick with it this year.
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January 18, 2022

👋 rethINK PR is our weekly newsletter filled with useful PR, content marketing and digital media advice. We tell you what works, what doesn’t and why.

OFF-MUTE 🔈

✍️ Content is a commitment.

 

🚀 Launching a new blog, newsletter or podcast is scary. 

 

💬 Putting yourself out there and building your own brand takes some serious courage and vulnerability, too. 

 

🎣 You’re on the hook to create quality content…frequently. 

 

😅 This is not easy to do. 

 

😱 But don’t let your fear take over. Overthinking the strategy can lead to indecision. 

 

🏃‍♀️ Throw the fear out the window, but use that adrenaline to push you forward in your content journey.

 

▶️ You just have to decide to start somewhere.

 

📝 Here are six ways to make content creation easier this year: 

 

☑️ Stay connected to news and culture. The best content is relevant to what’s happening now. Ideas are everywhere; keep your eyes and ears open for trends that can be wrapped in to give an evergreen piece a timely news hook. Or use that moment in time to create new content.

 

☑️ Don’t reinvent the wheel. Instead of constantly churning out new content, put your producer hat on and audit the content that already exists. Be on the lookout for those soundbite gems hidden in old podcast episodes, recorded speeches or events, videos, blogs, and social posts. All you need is a fresh tone and format (hint: the more visual, the better). 

 

☑️ Create series, not just campaigns. Predictability is comforting in these unpredictable times. That’s why we love themed content—it provides consistency to the reader/viewer. You can develop content series for each business goal (recruiting, lead gen, etc) and plot them across your content calendar. This makes planning a breeze. Just make sure to consider the frequency of each series so that it’s a pace people can rely on. 

 

☑️ Empower your executives to be more vocal on social media. Hearing the company updates straight from the CEO or top business leader on social media or other channels is more personal than a press release. It’s the best way to humanize your brand, build a following and amplify your thought leadership program. (Hint: those social soundbites are perfect fodder for a company newsletter or future blog posts!)

 

☑️ Embed employee content into your strategy. People posts perform. It’s also the most authentic way to show your culture. And your employees will appreciate it too. Your content has the power to make your employees feel more connected to each other and it can even improve their overall experience working at your company!  

 

☑️ Do more of what’s working and less of what’s not. Experiment with different types of content on your owned channels. What’s performing? Let the data guide you, but have fun with it! And remember, perfectionism doesn’t get you anywhere. 

JUST FOLLOWING UP 🙋

🛠️ Owned content is a powerful tool because you can: 

 

✔️ Say whatever you want directly to your audience; 

✔️ Increase overall awareness of what you do and how you think;

✔️ And build a community.

 

🚗 Your content hub is also the engine that drives your entire communications strategy. Take a peek at our infographic that explains this approach. 

#CLIENT INK ✨

business insurnce

Acquisition News

Corvus buys Lloyd’s cyber underwriting platform 

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Thought Leadership

Strava Founders On Building A Fitness-Based Community

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Product News

Databricks Launches Analytics Platform for Retailers

THE DOWNLOAD 👩‍💻

⬇️ Wordle is the viral word game that everybody is playing (and losing). 

⬇️ Twitter is giving the option to record and replay Spaces.

⬇️ LinkedIn is launching an audio feature, like Clubhouse, later this month. 🤷‍♀️

OPEN TABS 📱

📌 Build Your Own Newsroom  

📌 Community Building 101: Make It About Them, Not You

📌 Copywriting 101: How To Say More With Less

📌 Newsletters 101: Speak Your Words To Your Audiences

📌 Social Media 101: To Post Or Not To Post 

📌 How Newsworthy Is Your Story?

📌 How To Bring Your Story To Market

📌 How To Start A Blog

📌 10 Pieces Of Advice To Get You Writing 

📌 8 Key Elements Of Thought Leadership

📌 6 Questions To Consider Before You Launch A Podcast

📌 5 Reasons You Should Be Doing More Video Marketing Right Now  

“When you’re producing your own content, quality is the differentiator…the good stuff rises to the top.”

 

— Dan O’Mahony, general manager of California, Inkhouse

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