2179: Make Sure Your Content Isn't Just More Noise AND Consistent PR Strategy Keeps You Top of Mind by Janice Beetle on Marketing

[00:00:00] This episode is brought to you by Google Chrome. You think you know a browser, but Gemini and Chrome? That's new. It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50-page restoration block, or finally break down that long article you've had open for weeks. Gemini and Chrome is here for it. Ready to make anything online make sense? There's no place like Chrome. Check responses set up required, compatibility and availability varies 18+.

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[00:00:51] As business owners and entrepreneurs create and roll out storytelling campaigns to raise awareness about their organizations, they must make sure they are producing content of value and not just more noise. People are saturated with content today. You want to make sure you're standing out and getting noticed, not deleted or unfollowed or unfriended. The best way to make sure you are connecting with your audience is to focus on educating them about what you do rather than selling to them.

[00:01:18] Make sure you are discerning between what is education and what is off-putting. Here's an example of noise. You just found the best nutritional advice on earth. Try it now for free. Or, come take a tour and see why we're the best retirement community in your area. That's not storytelling. That's just telling. We all want to be seen as the best though and when we are the best, we want our prospects and clients to understand what sets us apart.

[00:01:47] Show them success stories. There is no better content. If you are a nutritional therapist and you are consistently helping people to make healthier choices and you're changing lives in some way, tell that story. Write about your client who suffered from embarrassing and frustrating digestive problems for years until you taught her that soups and stews made from real bone broth and foods that are made without preservatives could eliminate the problems.

[00:02:13] If you are the premier retirement community in your region, tell stories about your residents, what they enjoy, and how your center is enhancing their lives. Show your superpowers. Educate. Don't sell. Every person in business has a product, service, or concept they want us to buy. But most of your clients aren't thinking about shopping and buying when they are on social media or using Google to search for something they're interested in. They're poking around, seeing what's out there.

[00:02:41] People need to be wooed in a gentle way. They need to learn who you are and what you do, and what the benefits are for them in order to get interested in your wares. Here are some tips for moving your marketing content in a direction that is educational. 1. Share your success stories. In your blog, your e-newsletter, donor newsletter, or on your website, share the stories of clients who have had a positive experience. Tell the stories of clients who came to you in need and are now thriving because of your good work.

[00:03:12] 2. Avoid superlative phrases and or statements that could appear to go over the top. 3. Maybe the health program you offer is the best on earth, but you have to earn trust by showing your audience why it's the best. 3. Teach your audience how to make broth, explain why it's healing, and tell stories about who you have helped regain their life. 4. Simple is best. Keep your content short, simple, clear, and concise.

[00:03:38] Online messaging should be brief, between 300 and 500 words, so don't go into more detail than you need and don't get sidetracked with tangents. You will have so much more success when you are gentle with your audience and teach them what they need to know about you. Consistent PR Strategy Keeps You Top of Mind by Janice Beadle with BreakfastLeadership.com

[00:04:04] If you want to raise awareness for your business or nonprofit organization, sending press releases to the media on a regular basis is a great idea. And for some, that can mean monthly or bimonthly, while for others, the distribution might be quarterly. The reason you want to be front and center in the media is so that people see and hear your name in the news over and over and over again, and begin to connect you with the product or service you provide.

[00:04:30] When you are top of mind in the news, not in ad space, you position yourself as a thought leader in your industry. Think about the companies you see and hear about repeatedly in the media. Not the Fortune 500s, but the small boxers. Your local businesses. When you need a roofer or a lawyer, wouldn't you automatically think about the one you just read about in the business section? They might be your first call. We respect business owners who care enough about their firms to ensure that people are educated and informed about what they do.

[00:04:58] It's an indication that the quality of their services would also be good. It's a good idea to develop a PR strategy so that your news rolls out over time and is consistent and methodical. Sometimes determining the topic of a press release is easy. Perhaps there is a new employee, leadership team member, or board member. Or maybe your organization has received an award for a particular service or program, which gives us the chance to talk about that service or program, who it serves, and how it helps the community.

[00:05:27] Sometimes we have to dig deeper for a topic for a press release. It's a good strategy for the organization to hold a live, or these days, virtual, event or workshop, or offer a speaker. Events are a great way to raise awareness, and they give the organization a great reason to talk about itself. In some releases, you might write about substantive changes a business has experienced over time, perhaps changes that aren't so obvious. This type of release has been common since the pandemic, as businesses were forced to pivot and reinvent themselves.

[00:05:56] Whatever you talk about in the media is key, because people don't know that you are sending the press releases out, and that's why they're reading about you. People instead think the media has chosen to focus on you. They see editorial content as an endorsement, and that's far more valuable than paid advertising. You just listened to the posts titled, Make sure your content isn't just more noise, and Consistent PR Strategy Keeps You Top of Mind,

[00:06:26] both by Janice Beadle with BreakfastLeadership.com. This episode is brought to you by Google Chrome. You think you know a browser, but Gemini and Chrome? That's new. It can help you with practically anything on the web, like restoring a vintage motorcycle from a 50-page restoration block, or finally break down that long article you've had open for weeks. Gemini and Chrome is here for it. Ready to make anything online make sense? There's no place like Chrome. Check responses set up required. Compatibility and availability varies 18+.

[00:06:56] Propel Fitness Water with Gatorade Electrolytes, Zero Sugar, and Vitamins. Propel hydrates better than water to help you get the most out of your workout and get back to your best self. What propels you? Propel with Gatorade Electrolytes. And thank you to Janice, who is a guest writer with Breakfast Leadership. She's a PR strategist and the owner of Beetle Press. She serves leaders of four and non-profit organizations in Western Massachusetts and the Lakes region of New Hampshire.

[00:07:24] Helping them map out content and PR campaigns to raise awareness, boost sales and fundraising efforts, and inspire participation. And thank you also to Michael. Michael Levitt is the founder and chief burnout officer of the Breakfast Leadership Network, which is a San Diego and Toronto-based burnout media firm. He's a certified NLP and CBT therapist. NLP is Neuro Linguistic Programming. And CBT is Cognitive Behavioral Therapy. And he's one of the world's leading authorities in burnout recovery

[00:07:54] and prevention. Michael is also a Fortune 500 consultant, number one bestselling author, and host of the Breakfast Leadership Show, which is a top 200 podcast on Apple Podcasts. He's a two-time top 20 global thought leader on culture with Thinkers360, and a former healthcare executive, CIO, and CFO overseeing $2 billion budgets. So come visit him online. You can find a lot more from Michael at breakfastleadership.com, and another big thank you to him for letting us share his work.

[00:08:24] But that should do it for today. I thank you for being here and listening all the way through. And I'll be back here tomorrow where I'll have another episode, and where your optimal life awaits. And I'll be back here and reading all the way through. You can take a moment. And let's get started. Thank you.