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Personal Branding:
From Scratch
Presented by: Roberto Blake,
Create Awesome Media
Session Breakdown
● Introduction
● What is Your Story?
● You’re Not a Bottled Water
● Building Credibility in Your Niche
●...
Creative Entrepreneur
Roberto Blake
● Over 1000 Videos on YouTube
● Over 1000 Live streams across
other platforms: FB, Ins...
What is Your
PERSONAL BAND?
What is Your STORY?
Ask Yourself These
Questions:
● What is it that I’m really good at?
● What is truly exciting to me?
● Who is also excited ...
Creative Entrepreneur
Roberto Blake
My business is helping other creatives
achieve the career success they are
looking for...
Creating Content is About
Building a Body of Work to
Represent You.
How to Build Credibility &
Authority in a Niche:
● Personality: know, like & trust factor
● Overall body of work
● Be more...
What do people say about
you when you’re not there?
What do you want
them to say?
STRATEGY
IS THE GAME
CONTEXT OF PLATFORM
INVESTMENT
People say they don’t have
time to do every platform,
but some platforms take
seconds to cr...
READ, WATCH, LISTEN, LOOK:
ARTICLES/
EBOOKS
Written content is
searchable.
VIDEOS/
LIVE STREAMS
Video is powerful
engageme...
TYPES OF CONTENT ON YOUTUBE
HERO/VIRAL
This content is your calling
card. This content is highly
produced and edited and i...
OBJECTIVE QUALITY
EDITING QUALITY
The editing should be
subtle, effects should
usually be minimal. The
editing shouldn’t d...
SUBJECTIVE QUALITY
ENGAGING
Can this video drive
participation, interaction or
a conversion? Videos that
can create emotio...
GENERATING
CONTENT IDEAS
● Demonstrate your skills
● Communicate your experience
● Answer Frequently Asked
Questions in yo...
CONTENT STRATEGY
● Have a regular upload schedule/frequency
● Read, Watch Listen Look
● Have a balance of the 3 types of c...
Content that
Connects
Reviews, Reveals, Resources
Resources That
No One Else is
Providing
Getting specific about the
needs of your audience will...
Listen...
Social Media isn’t there for you to just
broadcast yourself.
Learn to listen and gain insight from your
audience...
Content is About What
You Communicate
● Personality
● Overall Goal and Intentions
● Common Ground
● Introducing New Inform...
Amplify Your Content
Social Media provides you with distribution
platforms for your content but also an
opportunity to exp...
Engagement Matters
Don’t focus on the size of your audience or even on
growth, prioritize engagement and conversions and
c...
RESOURCES
● TUBEBUDDY.COM/awsesome
20%OFF CODE: robertosbuddy
● KIT.COM/ROBERTOBLAKE
● REV.COM (CAPTIONING)
● YOUTUBE.COM/...
Connect With Me!
http://robertoblake.com
http://youtube.com/robertoblake2
http://linkedin.com/in/robertoblake
Twitter: @ro...
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Personal Branding From Scratch: Creator Advocate Workshop

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How to Build a Personal Brand From Scratch. Personal Branding is About Intentional Storytelling. It's not about over marketing or shameless self-promotion, it's about creating context and presenting yourself well. You can do this today by creating a digital footprint and taking advantage of social media and content platforms.

Publié dans : Marketing
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Personal Branding From Scratch: Creator Advocate Workshop

  1. 1. Personal Branding: From Scratch Presented by: Roberto Blake, Create Awesome Media
  2. 2. Session Breakdown ● Introduction ● What is Your Story? ● You’re Not a Bottled Water ● Building Credibility in Your Niche ● Understanding Content Strategy ● What is Quality Content? ● Content Strategies that Connect ● Community Building and Engagement
  3. 3. Creative Entrepreneur Roberto Blake ● Over 1000 Videos on YouTube ● Over 1000 Live streams across other platforms: FB, Insta, Twitter ● Community of 250K on YouTube ● Public Speaker at dozens of events in past 2 years ● Worked wtih brands like: Adobe, Dell, HP, BH Photo Video
  4. 4. What is Your PERSONAL BAND? What is Your STORY?
  5. 5. Ask Yourself These Questions: ● What is it that I’m really good at? ● What is truly exciting to me? ● Who is also excited by those same things? ● Why do we gravitate towards that? ● What are my core values? ● How do friends and family describe me? ● Where do I like to spend my time online? ● When do people seek my advice? ● Why is it that people trust my opinions?
  6. 6. Creative Entrepreneur Roberto Blake My business is helping other creatives achieve the career success they are looking for, and helping brands understand the value that creatives add to their bottom line. Through online education via YouTube I’ve grown and audience of over 250,000 in my creative community. @robertoblake
  7. 7. Creating Content is About Building a Body of Work to Represent You.
  8. 8. How to Build Credibility & Authority in a Niche: ● Personality: know, like & trust factor ● Overall body of work ● Be more accessible than competitors ● Have a compelling presentation style ● Build a superior visual brand ● Provide value in a unique way ● Reveal industry secrets or demystify things ● Advocate for your profession ● Become a resources for beginners ● Produce quality content that is in demand ● IGNORE SATURATION/ COMPETITION!
  9. 9. What do people say about you when you’re not there? What do you want them to say?
  10. 10. STRATEGY IS THE GAME
  11. 11. CONTEXT OF PLATFORM INVESTMENT People say they don’t have time to do every platform, but some platforms take seconds to create for, others hours. Learn to prioritize and batch. CULTURE Think about user intent how and people behave on the platform. People don’t use Facebook the way they use Snapchat or YouTube. Have a strategy for each platform. QUIRKS/FEATURES Every platform has its own unique features and quirks. Take advantage of these and use them as a strength and create unique value. Don’t copy and paste.
  12. 12. READ, WATCH, LISTEN, LOOK: ARTICLES/ EBOOKS Written content is searchable. VIDEOS/ LIVE STREAMS Video is powerful engagement and social proof. PODCAST/ AUDIOBOOKS Audio is consumed passively. PHOTOS/ GRAPHICS Photography and graphics connect quickly emotionally.
  13. 13. TYPES OF CONTENT ON YOUTUBE HERO/VIRAL This content is your calling card. This content is highly produced and edited and is meant to leave an impression. HELP/SEARCH This is search friendly content that owns a specific problem and offers a solution. Use this to education your audience. HUB/COMMUNITY This content focuses on emotional value and can bring your audience together and is likely to be shared with similar people.
  14. 14. OBJECTIVE QUALITY EDITING QUALITY The editing should be subtle, effects should usually be minimal. The editing shouldn’t distract from the content or contradict the tone. VISUAL QUALITY Clear sharp images, with limited distractions. Focus on main subjects. Good Lighting. Appropriate colors and visual tone. AUDIO QUALITY High enough audio levels. Balanced background music and effects. Little to no ambient noise or echoes. Words are spoken clearly and flow steadily.
  15. 15. SUBJECTIVE QUALITY ENGAGING Can this video drive participation, interaction or a conversion? Videos that can create emotional impact tend to drive more engagement. INTERESTING The video has to hold a viewer’s attention. It shouldn’t drag on in areas, and shouldn’t have unnecessary filler. RELEVANT Does the content hold any real value for the intended viewer, and is that value made clear upfront? Did the video deliver as promised?
  16. 16. GENERATING CONTENT IDEAS ● Demonstrate your skills ● Communicate your experience ● Answer Frequently Asked Questions in your niche. ● Comment on current events ● Crowdsource questions directly from your community ● Document a process or event ● Share a personal experience
  17. 17. CONTENT STRATEGY ● Have a regular upload schedule/frequency ● Read, Watch Listen Look ● Have a balance of the 3 types of content: Hub, Help, Hero. ● Develop a strategy for each platform ● Consider making a branded mini-series ● Research content that is trending or has high levels of search and low competition ● Make content that is shareable in social ● Create a distribution strategy across platform ● Balance both short and long form content ● Consider incorporating live streams ● Learn to use automation when possible
  18. 18. Content that Connects
  19. 19. Reviews, Reveals, Resources Resources That No One Else is Providing Getting specific about the needs of your audience will translate to loyal buyers. Reviewing Products & Services Honest and authentic reviews help your audience make a buying decision. Reveal a Process or Industry Insights If you can relieve the anxiety for a consumer, you can convert them. Create Tremendous Value, and Build Trust to Convert Customers.
  20. 20. Listen... Social Media isn’t there for you to just broadcast yourself. Learn to listen and gain insight from your audience and how you can help them.
  21. 21. Content is About What You Communicate ● Personality ● Overall Goal and Intentions ● Common Ground ● Introducing New Information ● Becoming a Reliable Source ● Offering a Discussion ● Being Accessible ● Unique Value Proposition @robertoblake
  22. 22. Amplify Your Content Social Media provides you with distribution platforms for your content but also an opportunity to expand on it and drive more engagement and interest.
  23. 23. Engagement Matters Don’t focus on the size of your audience or even on growth, prioritize engagement and conversions and creating value and proof of your credibility.
  24. 24. RESOURCES ● TUBEBUDDY.COM/awsesome 20%OFF CODE: robertosbuddy ● KIT.COM/ROBERTOBLAKE ● REV.COM (CAPTIONING) ● YOUTUBE.COM/ROBERTOBLAKE2 ● AWESOMECREATORACADEMY.COM ● ADOBESTOCK.COM ● GRAPHICSTOCK.COM ● VIDEOBLOCKS.COM ● AUDIOBLOCKS.COM
  25. 25. Connect With Me! http://robertoblake.com http://youtube.com/robertoblake2 http://linkedin.com/in/robertoblake Twitter: @robertoblake Facebook @robertoblake Instagram @robertoblake

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