As public relations professionals, how do we make the content we create valuable in the digital age? Adam Kleinberg, CEO and founder of the San Francisco-based agency Traction, provided valuable insight into the “power of impact” at our July 28 meeting.
Kleinberg knows about building impact — he built his successful company from the ground up, starting as a “blogger” before blogs really even existed the way we know them today. Here are some of the tips he shared for modern-day communicators to gain more reach and influence:
- Write for others — Creating bylined pieces is a great way to grow your online reputation as an influencer.
- Look for things no one else is talking about — Is the buzz about Snapchat this week? If so, look elsewhere to make a splash. Kleinberg advises bucking the trend (and trending topics) and sharing something that will stand out from the noise.
- Be provocative — The squeaky wheel gets the grease, so don’t quiet your voice or your point of view. Be controversial, and you will reinforce your point of view as an influencer.
- Build relationships — Networks are the bread and butter for PR professionals. Kleinberg shared how beneficial relationships have been for his own agency’s brand growth.
- Understand your audience —Building a loyal audience can be more impactful than seeking the broadest potential reach.
- Develop meaningful content — Above all, know your audience and be sure to provide value. Kleinberg suggested to avoid “listicals” (e.g., “The Top 10 Ways to …”) just for “listicals” sake.
It was good to be reminded that the power of impressions aren’t just for measurement purposes. The goal should also be to make an impression – especially in the digital world, where content should be valuable to a specific audience. Talking “at” people is outdated, so PR professionals need to consider how to create a brand experience that matches the customer.
For more on Traction, Kleinberg’s agency, check out his website at http://www.tractionco.com/.