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  Decide which media to use: Blog, Vlog, Social Media Sites, YouTube

Since we have already outlined the ‘what,’ ‘why’ and ‘how’ of your message, it’s time to determine ‘where’ to share them and ‘how’ to share them so your audience feels that you are speaking just to them.

Which media will you use?

As an emerging personal brand, consistency is going to be the key to your rise to prominence. This means you need to be committed to some sort of regular content delivery schedule. Which content type appeals to you most: blog, vlog, podcast, quotes and inspirational images, series or one-off posts, books, video teaching, or expert commentary on traditional media?

Do you enjoy writing? Long articles or blogs, from 300-1500 words? Or microblogging with 140 characters? Are you comfortable being spontaneous with live or recorded videos? Do you like being scripted or off the cuff?

Once you’ve decided the types of content you will create, it’s time to select the place to share your brilliance. For that, I suggest you choose whichever media suit you best. Which platforms appeal to you? And yes, be sure it’s possible and feasible to reach a large portion of your target audience there.

Social

Network

Monthly Users

Facebook

1, 940, 000, 000

YouTube

1, 000, 000, 000

Instagram

700, 000, 000

Snapchat

305, 000, 000

Twitter

313, 000, 000

Pinterest

200, 000, 000

Tumblr

115, 000, 000

Google+

111, 000, 000

LinkedIn

106, 000, 000

Your current choices, as of 2017, include:

Facebook: This company absolutely dominates this list. As of 2017, they have 1.9 billion monthly active users, which beats the rest of the world's social networks by 700 million users or more. In addition, Facebook's social networks continue to grow rapidly. Even the company's core Facebook app saw its monthly active users grow a nice 17% year over year in the fourth quarter of 2016.

YouTube: 1 billion active users. YouTube is the number one video-sharing site on the web. More than 48 hours of user-generated video content is uploaded every minute to YouTube, and the site receives over 3 billion views per day. You can basically start your own TV channel and you can make money off of ads. YouTube is owned by Google, and having popular content there can drive higher ranking in search results on Google for your business or brand.

The chance at being discovered by an enormous number of viewers through related videos and search terms just from uploading a video on YouTube plays a very important role in content promotion.

Twitter: 313 million users. Twitter is a micro-blogging platform that millions of users all over the world use to send messages or ‘tweets’ of 140 characters or less to family, friends, or just the general Web community at large.

Instagram: This is Facebook's photo and video sharing app which has 700 million users. It is made for sharing photos and videos from a smartphone. Similar to Facebook or Twitter, everyone who creates an Instagram account has a profile and a news feed.

When you post a photo or video on Instagram, it will be displayed on your profile. Other users who follow you will see your posts in their own feed. Likewise, you'll see posts from other users who you choose to follow. It's like a simplified version of Facebook, with an emphasis on mobile use and visual sharing.

Pinterest: 200 million monthly users. Pinterest is a kind of online pinboard – mostly for collecting visual pieces of multimedia. Images are mostly shared on Pinterest. Pinterest users interact with each other through liking, commenting, and repinning each other’s stuff. That’s what makes it such a hot social network.

You can create as many pinboards as you want, which is great for organization. For example, if you like collecting inspiring quotes, you can create a board and label it “Inspiring Quotes.” On the other hand, if you also like collecting recipes, you can create another board and label it “Recipes.”

Snapchat: 301 million monthly active users. Videos and photos you post have a limited lifespan — 10 seconds! once viewed by the recipient, they disappear forever. Building on its massive success, Snapchat eventually gave users their own sort of news feed feature where they could post photos and videos that could be viewed by their friends as a story clip rather than as a private or group message. These clips, called stories, are posted for 24 hours only before they disappear.

Tumblr: 115 million users. Tumblelog where they can publish short posts of text, images, quotes, links, video, audio and chats. It's also great for anyone who prefers to publish quick multimedia posts, particularly from their mobile devices. You can even reblog a Tumblr post that was published on another user's Tumblelog with the click of the mouse, just as you might retweet content to share it on Twitter

Tumblr is also a great choice for people who want to join a larger community. If a blog is too much or too big for you, and Twitter is too small, Tumblr might be just right for you.

Google+: 111 million users. Google Plus (also known as Google+) is a social networking service from Google. Circles is a core feature of the Google+ Social Platform. It enables users to organize people into groups or lists for sharing across various Google products and services. Organization of circles is done through a drag-and-drop interface.

Increase likelihood of being discovered with Hashtags (#)

How do you decide where to post your content? First, of course, your target audience must be actively using the platform and you have to know how to get their attention. Next you need to stand out. To do so, you can tag your posts with keywords that people would likely search for.

Hashtags are keywords or phrases used on Facebook, Twitter and Instagram. These keywords or phrases are spelled out without spaces, with a pound sign (#) in front. For example, #PersonalBranding and #SelfLove are both hashtags.

You can put these hashtags anywhere in your social media posts: in the beginning, at the end, or anywhere in between.

Define your intended outcome

Chances are you will be posting blogs, vlogs, quote cards and even live videos on a variety of online media. You may even be writing for a local newspaper or specialty magazine. The first item to consider when selecting a medium is to start with the end in mind and ask yourself, “What is my desired outcome or goal for this piece?” From the standpoint of your audience and you personally, the intention must be clear in your mind from the start.

Each time you sit down to create content, unless you are in the mode to vent, rant or just enter a free-flowing stream of consciousness, it is helpful to bring a high degree of consciousness to the process so that you create content that delivers with impact. The conscious content creation process I teach is all about being intentional based on your business goals and objectives, as well as based on your intended impact. You will craft your content to ensure that you deliver value to the audience and you get a return on your investment of time, energy and money.

Start by defining the purpose for sharing your content. Answer this question, “What’s my ‘why’?”

I am Blogging/Podcasting for:

1. Branding

2. Profits

3. Prospects

4. To teach or inspire

5. To express myself, rant or vent

Depending on your phase of business, or whether you’re ready to promote a product or event, your ‘why’ will change. In the beginning, in phase 1, we start with branding you. So here’s what to consider first.

1. Branding: The intention is to create content to brand yourself/your company. Therefore, your overall goal is to create a memorable, repeatable feeling, expectation and experience in the consumer’s mind, heart and soul.

Every piece of content should highlight the following elements, sometimes overtly, sometimes subtly:

  1. Your Identity: Who and what are you to the consumer?
    The content should leave the user feeling, sensing or understanding WHAT type of entity or practitioner you are.
  2. Your USP: How can you convey or communicate your unique traits and talents explicitly or covertly?
  3. You Classification: In which category do you want the consumer to put you? For example, you’re far more than a coach or consultant, aren’t you? If you look at all that you provide to clients, in a holistic sense, what are you in their minds? Are you a trouble-shooter? A trusted advisor? How do you want to be perceived or classified? The way you deliver content can set up their expectation of your role.
  4. Style of Experience: Based on the adjectives you listed on your MVPS3 or based on what past clients have said about you, what kind of experience can future clients expect from working with you? Are you warm and nurturing, like sitting down with a gentle advisor? Are you more of an in your face, direct coach? Are you punchy and sarcastic?
  5. Your philosophy, beliefs, values, message: Be sure to keep in mind the top 3 points that really express what drives and motivates you. What are the takeaway messages you want everyone to know about you? For example, one client wants people to know up front that their consulting fees are non-negotiable. I like people to know that my business is founded upon values of authenticity and integrity and our mission is soul-inspired. This let’s people know that those with an ego-driven search for fame will not be a good match for us. Are there key phrases you want to stick in people’s minds?
  6. Results: What are the tangible, visible and intended results or success you create for your clients?

In summary, if you’re writing to help build brand awareness, this is your checklist. Ask yourself, “Does the piece of content (audio or written) convey the following:”

• Who and what I am/we are

• What my USP is

• What category of provider I am

• What my core values, philosophy or key message points are

• What results and success I/we provide/promise

2. Profits: When you’re writing content to drive sales and increase profits, then your content should be pointing out the tangible results, success stories and future casting. You will include calls to action so that people join a mailing list or make a direct purchase from seeing your content.

3. Prospects: Are you interested in inviting people to join your mailing list to create a community or to continue building a relationship with them? Be sure to make your content inviting, value packed and include a call to action to click, buy, join or subscribe. Include a freebie, a lead magnet or content upgrade to give them an incentive to give up their email address.

4. Teach, inform or inspire: If there is something going on in your industry or in pop culture that you wish to highlight as an interest or specialty of yours, then it is helpful to publish content that shows your expertise in that area. While this is part of Branding, it is also part of showcasing your specific take or unique approach to a particular item or focus.

5. Self-expression: Sometimes you just want to let off some steam, vent to your community or rant. (At least I do!) As many personal brands become prolific writers, speakers and authority figures, we can utilize our publishing platforms as a way to express our opinion or to be heard and seen as a normal human. Be mindful that anything you publish online becomes part of a permanent record. So, while you may not be ranting for brand awareness, anything you say or do in public can impact your brand image. If you are sharing yourself in an open way, it is fine to veer off topic, and there is no need to include specific brand messages or calls to action.

Now that you are clear on your intentions, it’s time to look at the style of communication that is most likely to resonate and connect with your target audience.

Speak to your niche

No matter your intention or your platform, you must speak to your niche. One of the biggest mistakes I see people make when writing up their website copy or their brochures, is that they focus solely on themselves, on their background or their talent without explicitly showing the audience how they can benefit from your expertise.

Your background and RSVPs are certainly important. Equally important, however, if the way you write or say things. Your conversation and communication should always be directed at your potential client and their needs. To do this, we must consider writing from the clients’ perspective by getting into their head and feeling what it’s like to walk in their shoes.