There are two reasons why you need to produce regular content. First reason has to do with trust.  The second reason has to do with how many people actually see your content. Let me throw some figures at you.

I believe the best use of PR is to increase the perception of your brand.  In other words, use PR for credibility. When you’re consistently in the media, you share your thoughts about your industry and your expertise.  And when people see that consistently, they start thinking of you as a leader…  Specifically, a thought leader.

Email WAS a great channel to speak exclusively to your audience. But those days are gone. If you’re only talking to your audience over email, you’re definitely missing out on attention.

I’m going to talk about something you probably won’t read anywhere else. I’m going to talk about creating drama in your content. Yes, drama. And I'm going to show you an example.

Like I said, this “secret” is an oldie but a goodie. Why am I sharing it if it's an "oldie"? Because I speak to dozens of companies each month about their content. And I can count on ONE hand the number of companies pumping out content in this way! Which means almost nobody is doing it.

As you may know, USP means “unique selling proposition”.  It’s what differentiates you from your competition.  There are many ways to create compelling USPs. Some are relatively easy. Others are more complicated. 

“I don’t have famous brands as clients! So I can’t use this”. Not true. You CAN… you just have to dig deeper to find your latent proof. I promise you have it. In 18 years of helping clients, I have always found their dormant proof.

Only email your list when you have something valuable to say. And even then, don’t lump all your email subscribers into the same bucket. Not everybody cares about the same thing at the same time.

How do you create interesting - even viral - content? There are many techniques. But the key principals driving all these techniques are two fold: Novelty,Surprise I’ll explain.

It’s normal to be impatient with your content. You want that sweet ROI and you want it now. But in most cases, this won’t happen.  You can only expect this if you have a marketing engine that’s performing at its highest capacity.

It takes a client’s internal team about 30 minutes a month to publish content.  That’s a minute of work per day. I’d suggest that you build a system that works for you and not the other way round.

What’s the main goal of your video content? Do you prioritise looks or do you just want them to convert? As you can imagine, this is a highly subjective topic. You might be making fancy videos that get no traction whatsoever. On the other hand, your video content might bring a ton of leads despite not being sexy.