Creating Content as a Public Speaker
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 what some of the most successful speakers do.
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.
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 Content
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.
Talk about the things you know and love to the people who need to know and love it.
This is some of my very favorite stuff. This is where we start driving some awesome traffic. However, this only works if you’ve knocked out all the content we’ve talked about. If you try to skip past the first few types of content, you’ll really struggle to make guest content work.
So with guest content, we’re going to leverage the content and following you’ve created thus far to piggy-back on the following of another. Ideally, this would be someone in your industry of influence (but not a direct competitor).
Realistically, this someone is probably a friend you made on social media or an introduction from a mutual connection. Regardless of how you met, this person should have a blog/podcast/following/something you can contribute to. So just ask. Ask if they need any blog content and offer some suggestions of what you could write about. Ask if they need another guest on their podcast.
Offer to help. You’d be surprised how many influencers/writers/podcasters are looking for more content to feed their followers. And by joining in, not only are you helping out, you’re actually exposing your content to a totally new audience. Include a link back to your website and make sure you’re marked as the author, and watch as your audience grows rapidly.
Hey! It's Sarah Jo. I'm the designer/writer/founder. I like to get on the phone as quickly as possible. Email just doesn't do it for me. Give me a call at 816.288.1281 or schedule a call. Either way, I wanna hear your voice, hopes, and dreams.