build your power playbook: 5-step thought leadership roadmap

Why You Need Long-Form Content in a 140-Character World.

#FlipFunnel@sechrest

27,000,000 pieces of content are created

Daily!

*Nielsen Research & AOL@sechrest

http://www.slideshare.net/duckofdoom/aol-nielsen-content-sharing-study

The only way to cut through that noise is to create memorable content that

engages, inspires and educates.


WARNING: HARD WORK IS REQUIRED BEFORE

YOU SEE RESULTS


1Listen and

EngageResearch and engage with

top influencersto refine the

problem statement


1 2Listen and



problem statement

Elite PRWrite and

secure media content that

captures attention,

drives interest & promotes

sharing


1 2 3Listen and



problem statement

Elite PRWrite and


captures attention,


sharing

PlanNarrow down

problem statement and

map out supporting

topics, ideas and quotes


1 2 3 4Listen and



problem statement

Elite PRWrite and


captures attention,


sharing

PlanNarrow down


map out supporting


Create and

ConvertWrite and repurpose

your content by creating

multiple formats


1 2 3 4 5Listen and



problem statement

Elite PRWrite and


captures attention,


sharing

PlanNarrow down


map out supporting


Create and



multiple formats

ShareCreate a 60:30:10

content social sharing

calendar and media pitch

schedule


LISTEN & ENGAGE

Build Connections

Use these “listening” tools

#FlipFunnel

Goal: Find Influencers and Reporters.Identify “Hot Topics”

LEARN “SOCIAL MEDIA DANCE”

Connect

Contact

Converse

3 C’s OF SOCIAL MEDIA DANCE

• Connect with Influencers and top bloggers (Like, RT, share their blogs and add them to Twitter lists)

• Contact (Follow)• Conversation (if they follow

back, ask a question, start a conversationNO PITCHING OR SELLING!!

GOAL: Build connections with influencers and

reporters#FlipFunnel@sechrest

#FlipFunnel

Use Organizing and Scheduling tools

GOAL:Create a library of 3rd party content

@sechrest

ELITE PRThought

Leadership

THANK YOU TO PAM ABRAHAMSSON and www.PRAPUBLICREALAITONS.com FOR CONTENT AND GUIDANCE ON PR!

1 2 3ISSUES Market Pain

Points

Social

Change

Use Elite PR lens to define yourTHOUGHT LEADERSHIP

Strategically, Fearlessly ADDRESSING:

#FlipFunnel

What Makes aTHOUGHT Leader?

Trusted Voice

Knowledgeable

Not Afraid of Controversy

Thought leaders:

Thought Leaders: Educate. Challenge. Inspire. Connect.#FlipFunnel

Thought Leadership Drives

EARNED MEDIA INTEREST

Creating a story is BETTER

Media

• Comes to you to cover a story

YOU• Go to the media to create a story

#FlipFunnel

Three Thought Leadership Silos

WHAT is happening now

What SHOULD be happening instead

What CAN be happening in the future

#FlipFunnel

Thought Leader Check Points

Look Outside of Yourself

Take Risks, Have a POV

Back It Up With Research

Don’t Play It Safe

Google Likes Long Form

#FlipFunnel

PLAN

Topic and Content Map

START WITH AN END IN MIND

#FlipFunnel

2. Content Sharing Plan

1. Topic Map

3. Results

@sechrest

DEPTH VS BREADTH


#FlipFunnel

ORGANIZE INTO KEY IDEAS

SCHEDULE TWEETS

USE “#” TO KEEP TRACK OF SEPARATE KEY IDEAS

@sechrest

#FlipFunnel

DOWNLOAD AND SORT CONTENT

CREATE BLOGGING PLAN AND SCHEDULE

@sechrest

Content Mapping Template


CREATE AND CONVERT

Thought Leadership Content

START WRITING YOUR FIRST BLOGS

#FlipFunnel

MORE THAN AN ESSAY:

• Integrate Influencer quotes

• Create “Twitter-ready” Headlines

• Use Compelling Images with Text Overlay

• ALWAYS Include Call to action in the summary

@sechrest

REPURPOSE YOUR CONTENT

Media Pitches

*Qwardo Customer Survey, 2015

TRADITIONAL CONTENT MARKETING PROCESS

Capture Lead

Qualify Nurture Convert

Over 60% of leads captured via

Content “Lead Magnets” are NOT

ready to buy

@sechrest

SMART CONTENT MARKETING PROCESS

EngageDeliver Value

Qualify Capture Convert

Deliver Value and Qualify Before Capturing Lead

*Qwardo Customer Survey, 2015 @sechrest

•Unique research/data points

•Results of an experiment

•Opinion on hot topics

•Practical advice on how to do things

#FlipFunnel

WHAT CONTENT IS GREAT FOR MEDIA

@sechrest

SHARE

Social Media and Pitch Plan

60:30:10 Content Sharing Rule:Value over Promotion

60%3rd Party

Curated

content

Inspire,

educate,

entertain,

provoke

thought

30%

Your own content

Deliver value, answer

questions, share

knowledge, entertain and

build connections

10% Promo content

Invite others to buy your

product


MAKE HOOTSUITE YOUR BEST SOCIAL MEDIA

FRIEND


TIME TO PITCH: 8 MEDIA PITCH PRINCIPLES

1. Email. No cold calls

2. Subject: Under 36 characters

3. Eye-catching lead (lede)

4. Add third-party research

5. Bullet key points

6. Confirm bona fides

7. Offer interview, article

8. NO sales talk

#FlipFunnel

LET’S DO SOME MATH

• 2 blogs per week

• Twitter following: 1,500

• Total tweet impressions 12,000 (2 x 1,500 x 4 weeks)

• Engagement rate/conversion to site (2%) = 240

#FlipFunnel

240 STRANGERS TURNED INTO YOUR FANS

@sechrest

1 2 3 4 5Listen

Research and engage with


problem statement

Elite PRWrite and


captures attention,


sharing

PlanNarrow down


map out supporting


Create and



multiple formats

ShareCreate a 60:30:10

content social sharing

calendar and media pitch

schedule

REMEMBER THE 5-STEP APPROACH


QUESTIONS?

ADDITIONAL RESOURCES

AREA TOOLS AND RESOURCES

Big picture trends & influencers BuzzSumo and RightRelevance

Competitor key word: SpyFu

What’s on the journalists’ minds? MuckRack

PR Industry/Our two suggestions Brian Solis: industry thought leaderPRDaily News

Your Industry’s key issues The front page of your top media

Right-now media opportunities HARO (Help a Reporter Out)

Google Everything 1. Website’s analytics

2. Google alerts: Company, competitors, industry, keywords

Search & Google algorithm updates Moz’ Handy ever-green update of

Google algorithm changes

#FlipFunnel

http://buzzsumo.com/

http://rightrelevance.com

http://www.spyfu.com/

http://www.muckrack.com/

http://www.briansolis.com/

http://www.prdaily.com/Main/Home.aspx

http://www.helpareporterout.com/

https://www.google.com/analytics/

https://www.google.com/alerts

https://moz.com/google-algorithm-change

build your power playbook: 5-step thought leadership roadmap

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