Masonry 3 Columns

Getting into my first digital marketing job – how did I get there!

Getting into my first digital marketing job – how did I get there!

June 8, 2018 By Anatoliya Petrova

Whether you are out fresh from university or trying to change a career, we are all constantly in pursuit of a dream job. A dream job is one that fulfils you, energises you, motivates you and helps you pursue your passion.

Here is my story of how I got my first digital marketing job – the dream job!

 

Finding my passion

Surprisingly to my family and friends, after graduating with bachelor and master’s in marketing I had little or no direction what career path I was willing to venture down. I have spent nearly 5 years working in hospitality management, going through a career path, I became a Duty Manager of a 5-star hotel. I have learned a lot and worked with great people. I was great at my work – people told me all the time! And while being in a comfortable career path I still was not fulfilled from what I was doing. Coming from a creative background, I longed for a role that would allow me to utilise my skills at their best.

 

The journey

Back in university, I have found that I had a natural ‘common sense’ when it comes to marketing and advertising and I set my heart on securing a job in the marketing industry. After a couple months of reinventing myself, and not giving up, I finally managed to get my foot in the door. I am now working with a creative and experienced team here at White.net! Although I did not have any relevant experience, I got in by demonstrating that I was capable of learning quickly in my 3-month internship with the company. Luckily for me, White.net has a great culture in investing in people and is generous with sharing the knowledge that comes with their experience.

 

From an Intern to an Executive

The company took me through a month of training straight after my induction day! During my training, I was given an individual project where I could broaden my skills in different areas of digital. I had the pleasure working close with most of my colleagues and learn from their unique approaches. It took me two months of a hard work to complete my project which equipped me with the knowledge and experience I was striving to. It was after my project completion when one day my manager asked me to have a meeting. I was offered a digital marketing executive position at the company!

 

Mondays at White.net

A career change could be a huge event in your life! Getting out of your comfort zone might be challenging and difficult but the results at the end worth so much all the hard work you will do! And believe me, it is not that difficult as it looks, you just have to really want it!

Today, I am still learning at White.net! The learning journey in digital marketing never ends as the industry is changing all the time and you need to follow it and be on top of everything!

While writing this blog I realize tomorrow is Monday! I can’t wait because I will roll my sleeves up at work, learn something new and contribute to everyone’s work! Bring it on Monday!

Moving from Retail to Digital

Moving from Retail to Digital

June 8, 2018 By Jenna Tallis

I made the leap from retail to digital over a year and a half ago now and I can still say to this day it was the best thing I ever did. Looking back at the working week in retail versus a working week at White.net it doesn’t even compare. Not only has my paycheck increased, but my happiness within my job and work satisfaction have doubled! Working for White.net has allowed me to develop new skills, learn and progress in a career that has a vivid future rather than just a mundane job.

Transferable Skills

Moving from retail into this industry was very scary at first as I had a lot to learn, however now I have grown into the role I can now see and appreciate how my background in retail and hospitality (mainly customer service) has really helped me progress. I can use my previous experience to offer a unique service to all our clients and communicate on a level that creates warmth between both business and client. It also has helped me give limited (granted) but still some information into the workings of retail when helping with some of our E-commerce clients.

 

Managing/Organisational

 

  • Some of the skills I didn’t even realise would be transferrable have really helped me within the team at White.net and my new role. Managing a team within retail meant I had to be on top of organisation and this has been one of the biggest skills I have taken over with me. Being able to assist the rest of the team and use my managing skills to organise meetings, calendars and events.

Communication

 

  • The communications skills you acquire being in retail speaking face to face with customers day in day out is actually one of the skills (it’s funny for me to call it a “skill” as most people would just call me a chatterbox) is probably the best transferrable skill and yet for me the most natural.

 

  • My ability to be comfortable around new people has allowed me to really fit into the networking side of digital marketing. Once you are in the industry you realise it is a major aspect of making your agency successful. It’s definitely very highly favoured on “who you know”. During my time in retail, I developed my own style of communicating with customers which, once I began to know more about the digital industry this allowed me to have the confidence to talk to potential and existing clients with little to no further training.

 

Breaking it down

I used to think I had no transferable qualities from retail and yet when I break it down there is so much that relates so easily, just the ability to solve issues, build relationships and generally handling queries are instantly transferable.

 

New Opportunities

Within Digital I have had some great opportunities to attend brilliant conferences such as Brighton SEO, Journey 18, Search London just to name a few. I have also been a part of some great Twitter chats and attended training days and smaller talks that have all helped me progress and learn to network with the digital industry. If there is one main thing I’ve learnt that I would pass on to anybody wanting to run a digital event or even just run a networking evening if you supply alcohol and pizza its sure to be a guaranteed hit!

Just go for it!

Sometimes taking that leap of faith, or in my case having someone else notice a quality in me and asking me to take that leap of faith is the best thing you can do. Was I scared as hell? Absolutely. Was I so worried I would fail? Without a doubt. But after a year and 2 months, I am still here and loving it more than ever.

 

 

 

The Curse of Knowledge in Digital Marketing

The Curse of Knowledge in Digital Marketing

June 6, 2018 By Ed

A subject which is grossly overlooked, something that not only affects digital marketers deliverable work or a client’s organic performance, but also impacts how we communicate on a daily basis. The curse of knowledge is not spoken about enough, so here’s why it’s imperative to look into and how it may impact you.

 

So, what is the curse of knowledge?

A concept dabbled with for many years, but it was Chip and Dan Heath’s explanation of the idea in Made to Stick which resonated with me. The book explained the idea that we all have insider information or knowledge about something that others do not.

What is meant by this is that when we’re delivering information, either in the form of written text or verbally, we instinctively believe the person receiving the information is also in the know. More often than not, they’re not. This creates confusion and the critical thing we’re trying to get across is entirely not received.

Why tapping out a song sounds like nonsense to others

The best example of the ‘curse of knowledge’ is the tappers and listeners exercise. We’ve all tried to tap out our new favourite song using just our fingers, but, shockingly, the people hearing this very rarely pick up the tune. This is because that when we’re tapping, we have the song playing in our head, the person in front of us does not. The same thing happens when we’re communicating our skills to someone without our skill set. We’re met with blank looks every time.

 

How the curse affects communicating with customers

Blog content for customers

If you work in an agency, it’s more than likely that in the initial stages you have very little knowledge of your clients’ target audiences. So, if you’re producing content for them, you may well be the ideal person for the job as you have no previous knowledge or impartial views. Your mind is a blank canvas.

For instance, Forex Trading was never high on my list of skills, let alone having any basic knowledge of it. But this was great for marketing purposes. We wrote a series of blog posts that targeted a broad audience, high up in the purchase funnel that essentially just wanted to know how forex trading worked. Had I had ten years of forex trading experience, my written content may have explicitly targeted to the seasoned spread betters, and in turn, narrowing my target audience.

Keyword Research for customer’s and client’s benefit

One of the most satisfying parts of my job is finding a relevant, targeted set of keywords for any of my clients. But what happens if you have previous knowledge of the industry you’re finding keywords for? For instance, if you have worked with furniture clients all your life and you’re finding keywords for a furniture e-commerce brand, you may fall into product buying-specific keywords

It is all about finding those search queries for both knowledgeable users and those first discovering your website. ‘How do I clean my sofa’, ‘why buy a leather sofa’, ‘how do I choose a sofa style’; these search queries are as important than the ‘best corner sofas in brown leather’. Yes, the latter I a search query with a buying intent, but the former will make sure your business is gaining new customers.

Digital PR

So, you have a drilled list of contacts to outreach your content to. You’re a niche brand in a niche industry and you want to let people know about your fantastic new product through emailing potential bloggers and news sites. It’s imperative those emails are not too jargony. If you have a glow in the dark mug for camping, don’t talk about its new technology, instead, explain how this will significantly benefit the user.

You may go for: ‘Gone are the days of finding your mug of cocoa or soup in the dark, this product takes away all the hassle.’ The receiver of the email will then make a judgement call on whether this is ground-breaking enough to write about. If they agree to the perfect, you can then send them detailed press release of all your mug knowledge until your heart’s content.

 

How the curse affects communication with clients and peers

Speaking to a potential lead

If we’re speaking to a potential client, we don’t bombard them with SEO technical jargon even though at times these skills may be on the tip of our tongue. Instead, they want to know how your expertise will affect their business goals; not the ins and outs of your expertise.

Speaking to clients

Communicating verbally has the same principles as the written word. The curse of knowledge can have a profound effect on speaking with clients. You’re a digital marketer who’s built up a substantial knowledge of the industry, but will a client understand anything you’re saying when first speaking through your SEO strategy?

I’ve had calls when content marketing jargon starts to seep out on the phone, and, quite rightly, it’s invariably met with silence and then a ‘hmmmm… sorry, could you explain that again, please? It’s awkward, there’s no doubt and a time waster. Instead, before the call, understand what they are likely to know then adapt your explaining and questioning during the call.

Speaking with your peers

Whether you’re in-house or agency, the team you work with is not likely to know as much as you in your specialist area. If you’re a year into content marketing and you’re next to a paid media specialist with three years’ experience, it’s likely they’ll need things explaining from you despite their longer industry experiences.

There’s no doubt that sometimes it comes down to vanity. Instead of helping our peers, we may think it’s an opportunity to parade our skill set. This is in no way beneficial. Communicating with your peers comes down to mutual respect and the way you speak with each other; condescending or patronising them with your slightly greater knowledge is not best practice.

How the curse of knowledge impacts teaching methods

I’ve only tried my hand at teaching for the first time recently, but it’s something that has taught me so much about communication, and particularly the curse of knowledge. My first presentation was a mess; I was attempting to explain everything I knew in two hours. This is a) not possible, and b) not the point of teaching.

If I had put myself in their shoes – a mixed group with relatively little digital marketing knowledge – then I would have done things very differently. Making sure they understood one area of content marketing with the help of engaging group tasks would have been much more efficient than me reeling off things to blank faces.

 

The importance of user intent and knowing your audience

Understanding user intent

Everything I’ve spoken about really comes down to thinking about your audience before engaging with them and understanding their intent. This both means to have a grasp of their knowledge of a subject as well as what they want to know about it.

Whether it’s verbal or written communication, if you have never met your audience before then it’s important you use all the tools you can access to create a persona around them. Potentially ask all of the questions below:

  • Who am I communicating with (is the key target audience experienced in the industry?)?
  • What is their previous experience of what I’m offering (whether someone reading your blog post or a peer asking for digital marketing advice)?
  • What information do I have that’s unnecessary and hard to understand for my target audience? (Is it worth mentioning the technical specifications of a new product to prospective journalists? Probably not)

These are just a snapshot of questions you need to answer, the more you think about them, the more they will start to expand.

Lift the curse by creating personas

How to combat this and lift the curse of knowledge upon you? Create personas for your target users. It’s one of the greatest clichés, but put yourself in their shoes.

For example, you’re writing a blog for your new client – a small online wine business based in the UK. You have years of wine experience, both researching and tasting, home and abroad. A knowledge built up that is far above the norm. However, your end goal is to make people aware of this British-produced wine.

Create the persona of your core target audience:

  • Andrew
  • 35-year-old office worker
  • Lived in Britain his whole life
  • Likes to drink wine but bored of the same stuff

Once you have this persona in your head, you’ll write for Andrew, you’ll no longer write from the point of view of someone with above average knowledge of wine. Your initial title before thinking about the target persona might have been ‘how the age of grape affects its dryness’. This is great for wine enthusiasts but what about Andrew.

How about ‘British Wine: Same Quality as European, But Half the Price’. If this is true, which I have to be honest I don’t know, then this will resonate with a much broader audience than the initial title.

 

Final word on lifting the curse of knowledge

Always understand your audience. Never let the curse of knowledge rear its ugly head. If you do, there will be heaps of confused faces and unproductive dialogues – either the written word or verbally. Time will be wasted, money will be lost, and there will be lots of sad faces.

It’s not rocket science, it’s more how rocket scientists should communicate with us lesser individuals.

My First Brighton SEO

My First Brighton SEO

May 1, 2017 By Ed

If you’re reading this, you’ll probably be aware of the SEO industry’s biggest gig of the year. Held in sunny (most of the time) Brighton in a large conference hall hugging the coastline, Brighton SEO is the UK’s largest free SEO conference.

With the top names in the industry delivering talks on a broad range of digital marketing topics, it is a no-brainer for any agency or search enthusiast to attend.

More →

Finding your Path in Digital

Finding your Path in Digital

April 10, 2017 By Ed

When you first start out working in digital marketing, you’ll find that eventually there’s a need to specialise. The amount you can learn and do is so broad that it’s very difficult to be an expert in every element. Whilst at first you’re going to want to keep your knowledge broad and learn about all the different sides to it, as you gain more and more experience it’s likely you’ll begin to prefer one side of things more than others. So how do you make that choice?

Have an open mind

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A Day in the Life at White.net

A Day in the Life at White.net

March 23, 2017 By Ed

As White.net’s newest recruit (as a Content Marketing Specialist), I didn’t know what to expect when I initially took the job. I’ve now been at White.net for over three months so I thought I’d take some time to reflect on everything so far. More →

Where can you meet us?

Where can you meet us?

March 21, 2017 By Stuart

SMX West – San Jose, March 21st-23rd

If you’re based on the west coast, or just fancy a trip out to San Jose, you can find us speaking at SMX West. With hundreds of updates in how search works each and every year, staying ahead of the curve can be difficult – especially when one of the key changes has been a loss of the data we have access to. With everything from ‘not provided’ keywords to the aggregation of search volumes in keyword planner, these changes make it harder and harder to do our jobs. Hannah will be covering how we can bridge the gap in data by using the metrics we find in social instead. More →

Paid Media Specialist – Job Vacancy

Paid Media Specialist – Job Vacancy

March 6, 2017 By Hannah

We’re looking to recruit an amazing Paid Media Specialist – if you’re passionate about CPCs and know the different between your CPA and ROI then you could be the person for us. We’re a growing digital marketing agency based in Angel, Islington, where our services cover all branches of SEO and Paid Media. You’d be joining a young team and have the opportunity to support the growth of the Paid Media department.

The Role 

  • Client communication – regular communication with clients, keeping them up to date on the progression of projects as well as planned activities
  • Strategy – in combination with senior members of the team, the successful candidate will be expected to have input on the strategy and approach used
  • Innovation – input into the approach and tactics used, ensuring the company continues to move forward
  • Marketing – providing innovative and industry leading solutions to clients

 

The Skills you need 

We’re looking for candidates who can demonstrate some (or all!) of the following skills:

  • 2 or more years’ experience in a similar role, with clients objectives successfully achieved
  • A great knowledge of online advertising platforms – Google AdWords, Microsoft AdCenter & Facebook Marketplace
  • An excellent knowledge of MS Excel is essential
  • Excellent written and spoken English
  • An analytical approach with the ability to solve complex problems
  • The ability to approach problems in new and innovative ways, understanding current solutions, but with a willingness to challenge and improve them
  • Ability to analyse results, identify and give a reason for a variance from the goal
  • Knowledge of the industry, including industry tools and tactics
  • The ability to manage workflow and meet deadlines

The Benefits

  • Monthly team activities – These have included anything from a Morning Rave to competitive Shuffleboard, and team holidays to Barcelona & Portugal
  • Flexibility to work from home
  • Attendance to multiple conferences & lots of training opportunities
  • And, of course, a competitive salary

Interested? 

All you need to do is send a copy of your CV to [email protected] – alongside a cover letter which tells us all about your favourite website & why.

Beyond Link Building – Using PR to Fuel Your Digital Strategy

Beyond Link Building – Using PR to Fuel Your Digital Strategy

September 2, 2016 By Aisha Kellaway

Today (2nd September 2016) I had the pleasure of presenting at BrightonSEO in their brand, spanking new venue!

Aisha Kellaway BrightonSEO September 2016

The response to the talk was amazing, and a huge thanks to everyone who came along.

You can see the slides from my presentation below:
[slideshare id=65628292&doc=skippybrightonseoslidessansanimation-pr-160902134520]

And I’ve also added a (rough) transcript of my talk below to help out anyone that wasn’t there.

 

title slide

This presentation is not about links, but it is about PR.

I think it’s brilliant that PR has become a lot more prominent in the digital industry in the last few years, and it’s great that, in line with that, our approach to links has shifted – from an approach of building them to one of earning them, through creating truly remarkable content, and conducting effective, and targeted outreach to the right influencers and publications.

But the issue that I do have is this is really the only context in which we hear about digital PR. And that’s a real shame because PR spans so much more than that, and an understanding of the fundamental principles of PR can really help boost your entire digital strategy, especially when it comes to online communication and reputation online. So we’re going beyond links today.

skippy slide

I’m the digital PR specialist at White.net, a full-service digital marketing agency in Oxford and London. Before joining White I worked for a travel PR agency, with a focus on media outreach and relations. And way before that I worked in house for BrightonSEO and the 5 other conferences we were running at the time – working on the community management and all online communications – focusing on the events reputations and relationships with delegates, speakers and sponsors through our online platforms.

This presentation shares principles and processes that I’ve learnt through these three roles, that I think is relevant and applicable regardless of what industry or sector you’re in.

Okay – so to get started I thought I’d go back to basics, to what PR actually is.

And the best person to define this is a chap called Edward Bernays, who was Sigmund Freud’s nephew. Bernays was responsible for using Freud’s psycho-analysis theory in propaganda campaigns of the first and second world wars. Following the second world war, Bernays built upon propaganda theory to develop the practice of PR.

edward bernays

In 1950 he actually published a book called “Public Relations” which, despite being published over 60 years ago, is still THE most pertinent book on PR that I’ve ever read. In it, he defines PR as “Information given to the public to persuade and modify attitudes and actions”, but he doesn’t stop there. He adds that PR is also “The efforts to INTEGRATE the attitudes and actions of an institution, with its publics, and of publics with that institution.” And it’s the second part of the definition that I care about, and unfortunately, it’s the second part of the definition that usually gets overlooked. When you look at just the first part of the definition, it’s very reminiscent of propaganda – it’s a one-way communication system – it’s broadcasting and publicity.

digital pr is...

In a digital context, it’s where we find media outreach and relations. but when you bring the second part of the definition into it, you see that PR is about two-way communication, about relationships – and beyond that, about reputation – because reputation is not what you say about yourself, it’s what people say about you when you’re not there. When you bring this into a digital context, you see that PR is involved in anything that influences your relationships and reputation, online, through communication. So yes, outreach and influencer relations are important. But so is all other aspects of your online communication with your different target groups.

reputation precedes you

And the word I really want you to focus on here, and what PR really boils down to, is reputation. And this is important because your reputation PREcedes you. It comes before a user really enters the marketing or sales funnel. And if you successfully build your reputation, you’ll find that the hard part of your sales and marketing is done for you. And that is due, in part, to something called the confirmation bias.

confirmation bias

The confirmation bias is a cognitive bias that explains the human tendency to interpret new information as evidence that supports existing theories and beliefs. Essentially, we look for information that supports what we believe and ignore information that goes against what we believe.

I want you to think back to any teenage celebrity crushes. Mine was Johnny Depp. I didn’t know Johnny Depp, I never met him, but I fell in love with the idea of him. And this meant that anything good said about him was gospel, and anyone who said anything negative obviously had no idea what they were on about.

Now think about how this would play out if you got people to fall in love with the idea of your brand, this is before they bought from you, and before they’ve even entered the sales funnel. They’re not going to be trying to catch you out. They’re going to be doing the opposite, and will be actively looking for ways to continue along the user journey – and you then have every successive touch point with that user to reinforce that positive reputation, and lead them towards a conversion.

And for the rest of the presentation, I’m going to give you a five-step process that will help you do that.

#1 – Understand your business.

vision, mission, values

This seems like common sense, and it is – but how many of you could tell me, on the spot, what the vision for your company was. What is the 3, 5 and ten-year plan? Now, would I get the same answer from you as I would from a colleague?

What about the company mission? I’m not talking about what you do. I’m talking about what it is in your industry, or society, that you’re trying to fix, change, create, or perhaps eradicate. It’s what is it that gets you out of bed in the morning and keeps you on track.

And lastly, what are your company’s values. These are what help you make your decisions, from the content you create, to the people you hire. Does everyone know them, and use them to make their decisions in the business?

If you’re agency side, how many of you know the answers to these questions for every single one of the clients you work on?

Knowing the answers to these questions sets a really strong foundation. It helps you stay on track, and means that everything you do, and create, if in line with those values, will be a step – even if a tiny one – to getting closer to that vision, and achieving that mission.

#2 – Understand every single one of your target publics.

general public doesn't exist

In PR – there is no such thing as the general public, it doesn’t exist. I still meet companies where they think that their product or service is for “everyone” and that everyone is going to respond to the same message or call to action.

The term Public Relations is also a bit deceptive, as it actually refers to “publics” – the individual groups that are important to communicate with, and build relationships with, to benefit the business. These will, of course, include customers, but it could also include potential employees, stakeholders, partner businesses or organisations, or community groups.

You need to identify who these groups are that you’re targeting online. Then you have to understand them, what their goals are and how you can help them achieve them. Lastly, you need to craft messages to communicate this to them through your online channels.

To better understand your audience, whether they’re just browsers or existing users, you can use intelligent user communication tools like Intercom, as well as personalised live chat platforms like Drift or Olark. These tools give you really valuable insights on your users, help you identify the different goals your users have, and enable you to have personalised, two-way communication with individual users directly through your site without them having to pull away from the user journey and potentially disengaging.

The insights learnt in this part of the process help in stage three.

#3 – which is to audit your online communication.

This is something we do at White, before we undertake any creative PR and outreach efforts, and it’s something I think more companies should do.

We take the information gathered in steps one and two, and make sure that key messages are communicated effectively across their online platforms.

We then take insights from the user communication tools, analytics, and any other software like HotJar, and we also usually perform UserTesting, to ensure that we’ve properly understood our target groups, and can analyse how easy it is for the different groups of users to get the information they need to achieve their goals as efficiently as possible.

This process allows us to find content gaps and UX opportunities, with a focus on improving engagement and conversion metrics.

ryanair

After analysing the website, we’ll also audit social media platforms as well as branded listings in the SERPs. We’re not looking for the messaging doesn’t have to be the same, but it does need to be consistent in order to help build that brand image. And that brand image, doesn’t necessarily have to be a “positive” one – it just needs to be in line with those three things you identified about your business.

Take RyanAir as an example. Even if you haven’t flown with them, you’re probably not sitting there thinking “Yeah… Bloody brilliant airline!”. But you probably are sitting there thinking “Yeah… Bloody cheap airline!” – and that’s what they’re going for.

They’ve understood what their mission is, and they target a customer base who are looking for what they have to offer – which is budget travel without any perks or luxuries that can come along with the travel experience.

You can see this reinforced in their messaging across all of their online platforms. And it’s this consistency that we’re looking for in these audits.

In these audits, I also look at social media content, and I’m constantly amazed that some companies still see social media as a one-way channel to flog their products or services, rather than an incredible opportunity to build a sense of community around their brand, or build their authority within their industry through thought leadership.

Your social strategy should also be founded on what you’ve identified in stage two. Which of your target groups use social media? Which platforms do they use and in what capacity? Add value to that experience, rather than try and distract them with marketing messages.

I also like to take a look at supplementary blog content, as well as the social media posts, and look at the balance of quantity and quality. I’m often asked what the optimum number of posts is, and the answer is always the same. From a PR perspective, NEVER forego quality for the sake of quantity. By all means, publish 10 times a day, as long as each of those posts is of high quality, and adds value to your users.

#4 – Keep on top of what’s being said about you.

What someone else says about you holds a lot more weight than what you say about yourself. It’s something we’ve always leveraged in PR through gaining favourable publicity, but online, most of what’s said about us is out of our control.

If you’re not already, you might want to consider setting up basic Google Alerts for your brand, a key product or even yourself. This won’t pick up everything, but it will alert you to anything significant published on the web. It can also be handy to set up alerts for topics you specialise in, to find opportunities where you can jump in and add value to the conversation.

This is free and easy, but it is limited. Beyond Google Alerts, you might want to look into media monitoring tools like Mention.com, and specialist social media monitoring services like Brandwatch that will do a much more thorough job.

review sites

Lastly, on this topic, if you’re in retail, e-commerce, or you’re in the food, travel or leisure industries – review sites are your friend!

Positive ratings are not just great social proof and good for click through rates, but reviews give you incredible insights from real customers. If you’re getting great feedback, you have access to testimonials and a way to build relationships with potential brand advocates. If you’re getting some not-so-good feedback… it’s better that you know. You have an opportunity to turn that customer’s experience around, and if you can’t achieve that, you still have a platform to show potential customers a lot about the kind of company you are through the way you respond.

#5 – Actions speak louder than words.

It’s all well and good to have a great value proposition, a wonderful website, and brilliant messaging – but ultimately, it’s what you do, not what you say you do, that leads to your reputation.

I’ve referred to this image of Madeline Vogel, which you might recognise as it circulated widely a few years ago. She didn’t stop to help a fallen competitor cross the finish line because she wanted the global publicity that followed – she did it because it was a no brainer. It was in line with her values. Then the publicity followed.

Walking the walk is what’s going to get you the reputation you dream of. Because outreach alone won’t get you the headlines, but being truly remarkable will.

And then all the tactics will be so much more fruitful, as you’ll have built your reputation.

Any questions, leave a comment below or reach out to me on Twitter.

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