HOW TO CREATE CONTENT FOR PR

Tips on how to create content for PR with Trevor Young

Become your own media channel as the starting point and then build everything else on top. Build a base of communications with your audience as you grow your audience.
Create long-form content, a big article or a video presentation that you've done. Then chop them up into cascading content.
Have a culture to create content and that means within your workplace you see things, stories, you're always taking behind the scenes photos and content is part of the DNA of your business.
A good starting point to create content is frequently asked questions that we hear about over and over again. What are the questions people are asking frequently that you can help them with? And then how deep can you go on those?
We need more interesting stories; we need more good thought-provoking pieces, we need more voices, genuine voices out there on topics and issues, whether they're business or social issues.

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HOW TO CREATE CONTENT FOR PR

Have a company culture to create content. Within your company you see stories, you take behind the scenes photos and content is part of the DNA of your business.

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Doug: Well, welcome back listeners to another episode of Real Marketing Real Fast. Today we're going to talk about building your own channel, your own media channel and creating a culture of content within your organization. The guest I've got joining me in studio today is Trevor Young. He is a digital citizen and he is an experienced PR practitioner, author, blogger, and social broadcaster. Trevor has been listed on brand Courtney's 50 marketing thought leaders over 50 and he was named by Sydney Morning Herald as one of eight heroes of Australian content marketing and listed by SmartCompany as one of Australia's top business thinkers. I think you'll enjoy our conversations, we'll talk about traditional PR, what it is, what it isn't, and how he explains how to earn trust, grow your influence and build recognition to enhance your reputation. So I'd like to welcome Trevor Young to the Real Marketing Real Fast podcast today. Well, Hey Trevor, welcome to the Real Marketing Real Fast podcast today.

Trevor Young: Thank you Doug. Great to be here.

Doug: Super excited to talk about you or talk to you and talk with you, have a conversation. I've looked through your websites and your social and I really loved your style. So for those who don't know you well, do you want to give just a real high-level overview of what it is you do and how you help your clients kind of move their business, move the sales dial?

Trevor Young: Yeah, thanks Doug. Well, my background is very much traditional PR for quite a number of years but all that changed in 2007 when I started blogging and that opened my eyes to all sorts of things. I was on Twitter in that year and actually on LinkedIn in 2005 when, if you invited someone to connect with you, they've probably thought you were a stalker but then that whole notion changed the ball game. And in those days I was just experimenting and was very curious and wanted to see how blogging and then a few years later, podcasting and the onset of video in YouTube, how can people use that through a PR lens, how can they use all of these tools and try and make sense of everything to build, what I like to call, and this is what I think PR is deep in the level of connection you have with the people who matter most to the success of your business or your cause or your issue if you're a nonprofit. 

So anything that does that deepens those relationships and that connection is PR. And of course, we now have a plethora of tools.