creating content as a public speaker

Vlogs, blogs, podcasts, memes…there are so many ways to create content. As a speaker, content is the name of the game, so where to start?

Once you’ve mastered the basics of public speaking, it’s time to craft compelling content to truly set your brand apart. And the good news is, I’m not going to tell you to start randomly posting blogs because “that’s what you’re supposed to do.” but instead, I’ll give you a little peek into the content you actually need.

Micro-Targeted Content

Credibility Content

Community Building Content


These are not the blogs and video you send out to the general public. These are short blogs, anywhere from 500-800 words, that are written for specific people, conferences, or industries.

These micro-targeted blogs are designed to do one thing: get you speaking gigs. They are not for building an audience or generating leads or social share or likes or whatever else the kids are doing.

This is a blog demonstrates your expertise as it pertains to the person you’re pitching to.

For example.

Janna speaks about innovation. She’s a bit overwhelmed with all the things she could blog about, but she just doesn’t know where to start. And how to know if it’s working. So she instead, focuses her efforts where it can really pack the most punch.

She decides she wants to go after financial services companies. She wants to speak at their annual meetings, but as of right now, many event planners in the financial services industry don’t see her as a “good fit.”

So Janna creates clarity using these short blogs. She writes her first one titled “3 Ways Innovation is Underutilized in the Finance Industry” and includes it in her pitch emails.

“I recently wrote on this very topic! You can read it here.”

She uses this blog as supplementary material in all her pitches to those in the financial industry. Then, when shifts to the Human Resources industry, she writes her second blog, “How to Innovate Your Human Resources Processes.”

Sure, these blogs aren’t getting much traffic, but the traffic they are getting is incredibly targeted. It’s the traffic that really matters. And what’s even better, this content isn’t drastically different. Its the same message, just reframed for the reader. Janna understands how relevent her topic is, but her audience may not be able to connect the dots.

By writing micro-blogs, you paint a clear picture of how your message applies to them.


With a few micro-targeted blogs under your belt, it’s time to create some credibility content. I like to call these pillar pages. In fact, you’re on a pillar page right now. These are the blogs/pages that exist on your website to demonstrate your expertise. Their concise, useful, and easy to navigate. These pages exist for two reasons. 1. To help Google better understand what it is that you do. 2. Engages your audience and provides answers to their questions.

I typically recommend breaking your key topic into three pillars which then become your first three blog posts. At this point, we’re not trying to be catchy. Our goal here is not to go viral on LinkedIn. Instead, we’re creating useful big-picture content.

For Janna, she elects to cover three areas she often finds herself discussing. Her first post is a high-level overview of the need for innovation in business. Her second, the obstacles of innovation, and the third, how to innovate.

Obviously, these topics are incredibly broad, but they are intended to be. They are the foundation for all the content you will create over time.

But for now, build out these three blog posts. Keep them high-level, evergreen, and below 1,500 words. Take notes as you write of where you would like to elaborate further, and then voila! You have your next blog topic. When you post that blog, simply link to it from your pillar page.

There are plenty of blogs out there explaining how/why this works, but the gist is this: don’t drive yourself crazy crafting catchy headlines for timely blogs. We’ll do that later.

Community Building

You could actually go crazy trying to stay active on every social media platform at once. Between Insta Stories and Facebook Lives, you may actually knock a few screws loose.

So instead, go back to the social media platforms you created a while back. And then pick your favorite.

Yep. Whichever platform you most enjoy using professionally, that’s the one you’re going to focus on. For me, that’s LinkedIn. For you, it could be Twitter on Instagram.

Whichever you choose, please, make sure you enjoy it. Otherwise, your following will suffer as you dredge up content out of obligation.

Now, we have fun! We get timely! We follow trends! We engage and connect!

This is where you speak the language of the platform you chose. If you’re on LinkedIn, you could create videos or write articles directly on the platform. If you prefer Instagram, take photos and share your stories live. Whatever it is you do, do it hard.

Go for it. Don’t dance on the edge of fear and create sub-par content. Create the stuff you wish exists. Make quick a dirty videos, write long posts digging deep into a relevant issues. Jump into conversations, offer help or assistance, and be present. This is not “set it and forget it.”

Talk about the things you know and love to the people who need to know and love it.

We can help

If all this talk of creating content has your head spinning, take a deep breath. We can help with this. With a combination of coaching and consulting, we'll take over the heavy lifting. Unless you like lifting heavy things, in which case, we'll just make sure you're picking up the right stuff.

If you're likin' what we're puttin' down, check out our content package designed just for public speakers. All the details (including price) can be found here.
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