In this episode of the BuzzStream Podcast, Vince Nero chats with Abi Bennetts, the Digital PR Director at PropellerNet.
They discuss creating engaging content for seemingly "boring" industries and the importance of relevancy, as well as share invaluable tips for successful digital PR campaigns.
⭐️ Key Takeaways:
1. Dive Deep into Subtopics and Pain Points: Explore the subtopics and specific services your client offers to find interesting content angles.
2. Use the "Three Whys" Framework: Ensure content relevancy by asking why it’s interesting, why now, and why your brand.
3. Validate Ideas Rigorously: Conduct thorough validation, including preliminary data checks and team reviews, before pitching to clients.
4. Be Prepared to Pivot: If initial data doesn’t support your idea, pivot and communicate honestly with clients about alternative approaches.
5. Connect to Broad, Engaging Topics: Link niche topics with broader, popular themes to make the content more engaging.
6. Leverage Existing Content: Repurpose existing content on the client’s website for new campaigns to ensure consistency and ease of approval.
7. Engage with the Industry Community: Share your work on platforms like Twitter and LinkedIn to get feedback and contribute to industry growth
⏰ Timestamps:
[00:00:25] Is your Work in PRgress Newsletter still around?
[00:02:29] What is the most boring industry?
[00:04:36] What is a boring industry you’ve worked on?
[00:06:12] Is the easiest solution to create content in a tough industry taking a step out of the main industry?
[00:08:40] Are you digging into the subtopics or sub-services that a brand offers to when ideating?
[00:09:45] Do you ask clients for pain points or is that part of your research when taking on a new client?
[00:11:42] Can you walk us through your Spotify Playlist idea?
[00:14:24] How do you prevent yourself from ideating too far out of the core offering of a site?
[00:17:01] The Three Whys
[00:17:55] How does relevancy differ when pitching a quote vs content?
[00:20:11] How do you talk to a client who thinks they can create content about anything because their customer is “everyone”?
[00:22:06] What if the brand doesn’t have any brand guidelines?
[00:24:24] Can you talk through some other strategies that you might have for coming up with content in a tough industry?
[00:26:54] How many bad ideas do you come up with?
[00:28:15] How do you validate whether an idea will work?
[00:29:42] Do you do any postmortem on a project?
[00:33:17] How do you determine “hot topics” to connect a brand to?
[00:35:14] Is your typical approach a few pitchable assets and then supplement with expert commentary?
[00:37:03] How did you go about finding topics to put on your newsletter?
[00:40:25] How do you take a cool idea you’ve found, and do it for your client or your site?
[00:42:30] Why is it beneficial to publicize the coverage and the great content you create on your socials?
🛠️ Links and Resources Mentioned:
You can find Abi Bennetts on X (https://x.com/AbiBennetts) or LinkedIn (https://www.linkedin.com/in/abibennetts710/)
- The Grapevine by Iona Townsley: https://weareheroine.com/the-grapevine-newsletter/
- PR Insider by Thea Chippendale: https://www.theprinsider.com/
- Visual Capitalist - https://www.visualcapitalist.com/
- Famous Campaigns - https://www.famouscampaigns.com/
- Also Asked - https://alsoasked.com/
- Answer the Public - https://answerthepublic.com/
- The Pudding - https://pudding.cool/
- Cloudhiker - https://cloudhiker.net/
#BuzzStreamPodcast #DigitalPR #ContentMarketing #AbiBennetts #PropellerNet #MarketingStrategies #SEO #PublicRelations #ContentCreation #MarketingTips
