The first question of the Live does a great job of answering what personal brand is, framing it as how your reputation and values are perceived in your industry or by your target audience.
It is also about personality and authenticity, and there is huge value in that. People do business with people – Ayo had some stats on just how that manifests in engagement on platforms like LinkedIn. (You can find the video of the Live at the bottom of the post).
And given that no two people are completely alike, personal brand is an opportunity to have a point of difference and help you stand out.
Blogging regularly has taken a bit of practice, but I passed a milestone recently, publishing post number 102. (I was so busy posting I missed the 100th blog milestone.)
And I feel pretty chuffed with that, particularly as it takes time and effort, and it’s been a learning curve.
Even though I write for a living, writing for my own business hasn’t come naturally. It’s taken a little while to find my feet, working out what to write about and how to write about it.
There is stuff I’ve had to establish and get comfortable with, like tone of voice.
So what have I learned?
1. Write stuff that is good for business
When I first set up my website and blog, I was fresh out of a 20-year career as a B2B journalist in the built environment sector. I was comfortable writing about the industry and what was going on but not about me and what I do.
I ended up posting sporadically, a weird mix of stuff about being a freelancer, some work-life stuff and the odd thing about writing.
Neither the frequency nor the content mix was doing me any favours. It wasn’t engaging, and it wasn’t doing much to demonstrate my knowledge and expertise.
2. Make the blog top of the content pyramid
At first, I’d been trying to turn stuff I was writing about on LinkedIn into a longer format suitable for a blog post.
Then I had a lightbulb moment, which seems so flippin’ obvious now: Write the long-form blog post and repurpose it as shorter LinkedIn posts.
I’m still experimenting with how to repurpose the blog content, but it gave me the incentive/kick up the bum I needed to blog a bit more regularly.
Trade shows are on the agenda again after the lockdown hiatus. Attending can be hugely beneficial for businesses but also a drain on time and marketing resources, so how do you maximise the value?
In March’s It’s A B2B Comms Thing LinkedIn Live, I chatted with comms pros Ayo Abbas and Emma Drake about how to make sure you get the most out of these big trade events.
Here are some key points; scroll to the bottom for the full video recording.
What actions should you take before your trade show?
Ayo: The key thing for me is building some energy and excitement that you’re going to be somewhere. Before a show, start talking about it and sharing what you’re going to be doing.
Social media plays a huge part in that, and you can start connecting with potential visitors and delegates. And use it as a way to build your relationship with the organisers – find out what hashtags they’re using.
If there are press interviews and previews, make sure that you’ve got your press releases out there and all your details and ready to go.
Me: If you’re launching something at the show, think about getting the press release to journalists under embargo because once the show’s on, they’re going to be extremely busy. They’re probably not going to have time to turn around press release stories.