Posts

306 | How to Re-Purpose Content with Brian Wright

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Creating content for your brand has become a necessary part of sharing your message and building your community. You also want to re-purpose your content into the right channels. Today’s interview is with Brian Wright is on how to repurpose content. Discover why it is important and how to make the most of it.

Target Audience: Brian serves entrepreneurs, business people, career enthusiasts and people who want to better themselves.

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Repurposing

People like to learn in different ways. Not everyone likes to read. Not everyone likes to listen. Not everyone likes to watch. Everyone takes on a combination of those things in terms of learning modalities. When Brian makes content, it’s very important that it’s created in a way that is very accessible to everyone. Brian knows not everyone is going to consume his content in the same way.

Good content is paramount. You’ve got to think about what your market wants. Business growth is a topic everyone wants to talk about – especially those who are actively doing that. So it is about scaling and  nurturing relationships.

Having great content to repurpose is certainly paramount. And ways of repurposing is a topic unto itself!

For instance, Brian has a podcast and he treats each episode as if he is getting a coaching session from the guest. He asks questions i want to know the answers to. He figures, if he has a question about something in particular, then other people must also have the same questions and so he asks on behalf of others.

 

Being the Media

There are days Brian says he receives multiple requests from people looking to be on his show. There is something to be said for being in demand. When Brian started out, he was chasing people to be on his show. Now, it’s the opposite. ⅔ of his guests have been referred to me. The lowest priority are those who cold pitch him and don’t know anything about him.

The really cool thing about having a show is that you are building your network. You get to connect with those who have been on your show and the people who tune in. Guests help you find others to be on the show too.

When it comes to repurposing, do you look at how the market wants to take in the information? Any tools that you offer?

I cast my net wide because I know my content will resonate with someone. So I just repurpose that material in all 3 forms (visual, audio and video). I put it out there and I ask people to share it.

 

 

What have you learned?

Shorter formats work best. Anything more than 5-10 minutes long – is just not realistic in terms of keeping people engaged. You’ve got to respect people’s time – plus people have a very short attention span. My goal is to say what I want to say in short period of time and make it actionable.

My radio shows are an hour long- but set that expectation from the beginning. Each segment is about 12 minutes with commercials in between.

 

Tips on how to take a longer format to boil down into the 3 to 5 min range?

I prepare 2 dozen questions for my show. I get to ask about 15 of them. If i want to repurpose something, I might focus on 1 or 2 topic related questions that I ask a guest and do a short video about that. Then I have 5-6 potential videos that I can use or create based on that hour long content.

 

How do you expand your reach?

The format always starts the same but is flexible based on how the interview is going.

 

Formatting Content

Format your content in a way that people can walk away with something. But you’ve got to make it fun and consumable. If it’s boring, people will tune out. If it’s not actionable, people don’t care. Create content regularly or people will forget about you.

 

Practical and Actionable

It’s hard to do anything in business where everyone is going to like you. If your goal is to be liked by all, it’s NOT going to happen. Brian gives us some tough love: “Get over  yourself and put what you have out there! Sometimes making something controversial can work in your favor. Chances on you may be on to something!”

 

Resources:

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

305 | The Evolution of PR with Donna Cravotta

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The Evolution of Public Relations (PR) has been needed for years now. In fact, I still get nearly 100 pitches per month from people requesting to be on my show. 99% of them are old-school approaches. It is rare that any of them actually take the time to do anything specific for me. The guest today is Donna Cravotta with Social Pivot PR. Donna shares her wisdom on the changes in the industry and what that means for you.

Target Audience: At Social Pivot PR, a combination of social media, PR and SCO with the intention of building relationships is the aim. The company helps it’s clients connect with those you really want to connect with for their business. The evolved version of PR is not using social media as a broadcast tool but a connection- relationship- building- tool and a business intelligence tool. Social Pivot PR teaches their clients to listen strategically in order to find the opportunities they’d ordinarily miss. The company PR serves small businesses, small business owners, thought leaders, and larger companies.

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Taking Ownership

Organizations need to own their own voice. There is something lost in the translation when you hand off the message to an outside consultant. According to Donna, It needs to be someone who is part of the day to day operations that understands how all the different pieces intersect.

Social Pivot PR teaches them how to use social media and then shows them a strategy. Social or online strategy is built around the businesses’s objective. The social/online strategy not only supports the goals of the business but will also help to achieve them.

Each Company Is Their Own Media  

With internet and social media, we all have the ability to be our own media outlets. We can create content and we listen to the people we want to connect with online who are searching for specific things. By creating structure around that, we can create content based on what our market is already asking for. This format escalates you pretty quickly on the thought leadership category.

 

 

How Does One Listen to Social Media?

Listen to the people you want to connect with. One of the ways could be this: take a speaker page from an event that you would like to speak at. Research the speakers, check out where else they are speaking, the workshops they are giving, etc. This gives you a framework of what your industry is looking for. Through that, you can start to craft content that addresses those issues

Answer the Public

Another tool called “Answer the public” pulls information from google searches. Based on how people pose questions when they do internet searches, it is placed into different buckets of categories. People that are searching for “HOW” questions are usually the DIY crowd. People that are searching for why questions are usually the decision makers. This is a free tool that you can use to come up with topics and titles. It can also help you target your ideal customers since it will reveal ways of tailoring your content in your social media posts.

Sharpening Up What We Are Going To Say

You can’t accomplish this without listening first. Otherwise – you’re just guessing! You don’t get many results from guessing. And when people create content, they are often doing it by themselves.

 

You might think it’s a great idea, but no one else does. it’s about using the right keywords. Sometimes it’s about turning a phrase which often determines being found or not being found. When you do this, everything else becomes easier.

Focusing the Goals

What do you plan to achieve in the next 3-6 months? This foundational question is what we build around. We focus on creating evergreen content that can be used over and over again. The other way we organize goals is around time: Are you speaking at an event? Are you launching a book? Do you have something specific coming out on a specific day? Are you marketing something for a specific date on the calendar?

 

The Most Critical Factor

Relationships, relationships, relationships! We don’t pitch for clients. We build in them the assets they need and we teach them to pitch so they can build their own relationships. In this way, the relationships they build are theirs!

Practical and Actionable:

Build a relationship first before you pitch. Be present in the conversation that is already going on.

Resources

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

303 | The Brand Ambassador Series: CEO of Impact, Bob Ruffolo

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Fast growth companies understand the value of core values, purpose and people that allow for the culture to support the growth.  Hiring right and developing leaders from within becomes critically important. My guest today is Bob Ruffalo, CEO of Impact Branding and Design. Bob shares how his use of Internal Brand Ambassadors impacts more than growth, but the growth of the people too.

Target Audience: Impact Branding and Design is helping to change the landscape to help businesses understand marketing better. Bob works with people who are wanting to have success and they focus on marketing to get there.

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What Impact Branding and Design Provides

Educational content, online and offline community and events. Workshops offer strategies.

The challenge people are having is building an audience in a very saturated market. Bob says, you must know your audience and they pains they have and create helpful content. This allows your business to stand out in away that brings your audience together as a community.

 

A Supportive Team

Bob says his team makes him look a lot better than he is. But it wasn’t always this way. He made his fair share of mistakes over the last 2 years but finally figured out the right structure and found the right people to be on his team. Bob knows that businesses are people and when the people are placed in the wrong roles, the business is faulty. Once you get people in the right seats, magic happens

Defining the Businesses’ Purpose and Values

During this time, there were many internal issues. This caused him to start reading a lot of books. He learned and adopted a process in discovering core values. This allowed him to identify the business’s purpose. From there, he started building a leadership team. “That was the start of figuring out who we were, “ Bob says. It was also when they first broke through that ceiling of creating 1 million in annual revenue.   

 

Building the Team

Bob chose to hire people who fit the company’s core values and culture. Roles and individuals were carefully matched. Consequently, these people evolve as the bring in increasing revenue.

 

When to Define Values of Your Business

Defining your purpose comes first. You need to have that before even starting the business. Values define themselves once you build the leadership team.

 

What Did You Have to Let Go of to Be the Leader You are Today?

Bob admits he had to let go of that fact that he had to make all the decisions, be in control and in charge. He realized he was working for everyone and that was backwards. He realized he had to take more of a leadership position.

Don’t Be the Smartest Guy in the Room

No one is good at everything. In business, there are lot of different skills in many different areas. You want to have specific people who are naturally good at running their departments. You want people to take ownership so that they feel empowered because they are relied upon. People want to feel like they contributing and fulfilling their purpose in life. Get out of their way and they will feel fulfilled.

Once you find the good people for your team- that’s when the magic happens. It makes so many other things possible like being available for this podcast interview, for example.

 

Radical Transparency – A Key Factor to Hypergrowth

Learning from mentors, books and other companies, Bob knows transparency is an important element in running a businesses. It is a process and takes patience. Bob’s employees see and know everything that goes on in the business (with the exception of salaries). They are part of the process of changes and transitions. This also puts the trust into the employees.

 

Brand Ambassadors

Bob believes in letting others take the reign in the speaking realm. Bob and his team created a 3 year vision plan back in 2015. At that time, Bob was the only one speaking on stage. Employees voiced their desire to also speak. Everyone in the company now contributes to the blogs, speaking and being on podcasts. It’s good for the business. And it’s also good for each employee because it increases their value. Everyone wins.

 

Practical and Actionable

Document a vision. Refer to it regularly. Make things happen. Employees must be aware of the vision and be actively working on it.

 

Resources

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

299 | Activating The Purpose Within

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So, you’ve achieved the level of success you’ve always wanted, but you thought you’d feel better than you actually do. Our guest, Craig Filek, created Purpose Mapping. Purpose Mapping is about grounding who you are and how you serve others. On this episode, we dive into cultivating a daily practice that boosts dopamine levels to help you carry out the actions needed to take those key action steps. This is about getting into your genius zone and actually doing what you are wired to do!

Target Audience: Craig specifically works with people who have achieved success but are feeling empty and not as fulfilled as they thought they would be.

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The Power of Purpose

Have you found your purpose? Are you feeling grounded about it? Do you possess clarity, courage and bravery around where you are going and what you are going to do?

Purpose Mapping

Craig developed purpose mapping to help get people’s lives into alignment. He came up with it at a time when he had accomplished all those things he thought he wanted. Despite the accomplishments, he was walking away from it all.  He decided to go a different path. He sat with this acceptance for 9 months and this process had emerged. Influenced by Tony Robbins and other such philosophers and coaches, he found they all had a similar message: start with a clear WHY. When you have THAT- you can bear any HOW.

Applying Your Purpose

Purpose = WHO I am and WHY I am here. The strategic component is about grounding it in a way that serves as a contribution so that you may embody your purpose in your day to day life.

Cultivate  Daily Practices to Increase Your Dopamine Levels

We must all ask ourselves, “What are the daily practical and tactical things I need to do to hit that level of dopamine that will allow me to execute the action steps every day?” Craig says, even if we just hit that for a minute every day, it adds up every day and changes our brain chemistry. It changes our perspective on the world, how we see it and what we think we are capable of.

Maintaining Flow State

Flow is that experience of being in a lucid state of consciousness. Think back to a time when you were performing your best and feeling your best- that’s a flow state. Executives in a flow state are literally 500% more productive. This is becoming a competitive advantage in business.

How Purpose Mapping Works

It’s about taking these parts of ourselves and putting them into boxes. there is the “being” side of a person’s experience; there’s the “doing” side of a person’s experience. there are ways of being that feel better or feel worse. those 4 quadrants map out psychological wholeness. Brene Brown highlights those aspects of us we hide, suppress or deny. seeing it allows us to put back on the table so we can begin to TAP THE POWER. taking all this in the direction of our strengths will get us in the flow state. where the inner critic shuts off and we go into our genius zone.

Purpose. Autonomy. Mastery. If a leader can give their team members that experience, they will be loyal, productive, happy. this is good for society as a while. Getting into the genius zone is what we are wired for.

The Difference Between Purpose and Mission

Purpose is the reason we exist. Our mission is that big hairy audacious goal that we align our lives around.

Leaders need to help their teams clarify the goal as distinct from who they are and why they are here. They’ve got to make sure they are in alignment. If they are not, Leaders have a responsibility to help them move on.

 

In this episode we’ll cover:

  • What Purpose Mapping is
  • How to apply your purpose and serve others
  • Cultivating a daily practice
  • Getting into your genius zone
  • Identifying what you are wired for

 

Practical and Actionable:

Click HERE to commit to your own Purpose Mapping.

 

Resources and Links:

How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.

A QUICK FAVOR

And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!