G’day … Trevor here …

Welcome to Reputation OnRamp - thanks for being a valued subscriber!

👇

This week I ran a poll on LinkedIn to see what interest there was in the fast-growing social app, Bluesky.

Bluesky currently has over 24 million users, the bulk of which - from what I can ascertain anecdotally - have crossed over from Twitter/X.

If my (albeit, quite small) poll is anything to go by, nearly half of respondents (46%) are already on Bluesky, while a further 24 per cent are interested in giving the platform a go - a total of 70 per cent positive vibes for Bluesky!

I was expecting a much worse result TBH.

As solopreneurs and founders of small (but mighty) businesses, staying up to date with social technologies is pretty important, thus experimenting with new apps is something we should all do as a matter of course if we want to stay relevant.

Of course, if nothing else, always try to secure your @Name on new social networks (personal name preferably, but business name okay too).

I’m up and running on Bluesky after securing my account a while ago, albeit I’m currently see-sawing between it and Twitter, which has been one of my two primary social networks since the late 2000s. Old habits die hard!

If you’re on Bluesky, please do connect with me and say “hi”! 

What am I listening to as I write this?

One of the best rock albums ever produced, just got better!

1976 by Thin Lizzy came out this year; it’s a re-release of Lizzy’s groundbreaking Jailbreak album that came out in, you got it, 1976.

To call it a re-release of that album is a bit of a stretch - it’s actually a 5-disc set featuring new stereo versions of the Jailbreak album, along with 75 other tracks (including demos, instrumental outtakes, some BBC live recordings) - five and a half hours worth of listening time, a must for any Thin Lizzy fan!

Unpacking ‘vanguard content’: rocket fuel for your brand reputation

In a previous post, I outlined my ‘Content Buckets’ model (see diagram below) and explained how it has assisted me in helping my clients and peers - marketers, PR people and business owners - to clarify their thinking around the content they (want to) produce.

{ READ THE FULL ARTICLE: Use this simple framework to keep your content efforts fresh, interesting and on track }

The goal of the model is to help us to not only become more intentional with the content we publish, but also to keep our efforts fresh and interesting for our audience, as well as for us, as creators.

Quickly recapping the four content groups:

1. ‘Utility’ (useful, helpful, audience-first; addresses people's challenges, needs, pain-points relevant to your expertise ››› fills informational gaps people might have about your product or service offering)

2. ‘Vanguard’ (formerly called ‘leadership content’: flag-in-the-ground, lead the conversation; thought-provoking content, bigger picture themes ››› inspire people: challenge the way they think about a particular topic or issue; move people with your ideas)

3. ‘Human’ (take people behind the public face of your business or organisation; for solopreneurs and leaders, show more of your personal side; tell other people's stories - employees, partners etc.)

4. ‘Brand’ ('chest-beating' content i.e. company news, product launches, new hires, award wins; plus promotional calls-to-action ››› bookings, downloads, registrations, subscriptions etc).

In this edition of the newsletter, however, I want to dig deeper into VANGUARD CONTENT.

Let’s dig in …

First-class vanguard content (vanguard = “a group of people who lead the development of new ideas, or a leading position in the development of something”) has the power to not only differentiate your business in the marketplace, but also significantly build visibility, reputation and trust.

Think of it as rocket fuel for your business or professional personal brand!

Utility content is a terrific place to start for most businesses large/small/micro because, let’s face it, no one ever went wrong being useful and helpful. This is usually the type of content that content marketing advocates and ‘gurus’ recommend.

Vanguard content, on the other hand, is more substantive, thought provoking and insightful. This is the type of content that people share and talk about, and tends to be bigger picture in nature compared to utility content.

Personally, I think vanguard content is best developed and created through a PR lens versus a marketing one because, if done well, it can effectively form the basis for a credible thought leadership positioning in the marketplace, and thought leadership tends to be the province of public relations.

Spark conversation

A key aspect of vanguard content is that it’s designed to spark conversation and potentially ignite debate.

It doesn’t necessarily address a customer need or pain point. Indeed, it might even challenge people, metaphorically poke them in the eye by changing the way they think about a particular topic or issue.

Quite possibly it contains a contrarian opinion or point of view; potentially it the topic or perspective in question is provocative, or controversial (although controversy for controversy’s sake is not the name of the game here).

This content may well inspire people to take action. It could tap into their dreams, their hopes and their aspirations; maybe it will help them reframe their thoughts around a subject that’s dear to their heart.

THINK: Commentary on social issues or industry trends, insights based on research, informed perspectives on big-picture topics.

Often this content is interesting and worth bookmarking and coming back to. It’s also the content most likely to attract the attention of industry movers and shakers, journalists or influencers such as bloggers and podcasters, and event organisers looking for thought-provoking keynote speakers.

Importantly, vanguard content is not a quantity play. It’s all about quality, depth of thought, articulation of ideas and, ideally, bringing people along for the journey as well.

It’s likely to come to life through long-form content, albeit chopped into bite-sized chunks for sharing across social media channels, leading people back to the meatier pieces.

What does vanguard content look like in action?

Okay, here are some examples of what I consider to be vanguard content. I recommend going deeper into the work of these individuals if their writing resonates.

JAY ACUNZO

Jay Acunzo consistently produces thought-provoking material, usually blog articles and LinkedIn posts, but he also has a podcast as well.

I’ve followed Jay for a while, and like how he explores his ideas in public, and his posts and videos to spark conversation amongst his followers on social media.

A true thought leader!

GINA BIANCHINI 

Gina Bianchini has established herself as a genuine thought leader through her extensive experience in, and contributions to, the fast-moving arena of digital communities and social technology.

She is the founder and CEO of Mighty Networks, a platform that enables creators, entrepreneurs, and brands to build digital communities

Gina has developed deep expertise in creating and nurturing online communities; specifically, she has developed a proven strategy framework for understanding and growing communities online (called Community Design™).

Importantly, she has created her own lexicon - “People Magic” (read more here)

DAVID HIEATT

David Hieatt, the cofounder of Hiut Denim and The Do Lectures, has been described as a "true maverick with a tiny ego".

He is an author, speaker and prolific writer who consistently challenges conventional thinking when it comes to business, marketing and leadership

Specifically, he regularly introduces fresh perspectives on an array of topics via his LinkedIn posts (first class vanguard content). Here are a couple of examples …

• Dr Michelle Mazur. A leading brand messaging coach and ethical marketing advocate. Her podcast Duped explores the dark side of online business, or what she calls ‘Bro’ Marketing’.

• Rand Fishkin is a true thought leader (‘Vanguarder’?) when it comes to digital marketing and SEO, as evidenced by his blog articles, videos and LinkedIn posts.

• Recruitment thought leader, Greg Savage, remains as provocative as ever with his Savage Truth blog; he has been at the forefront of the recruitment industry for decades, thanks in no small part to his content and social media efforts.

Oh, and how could I not mention Seth Godin. Seth is one of the world’s most successful bloggers, and is THE poster child for vanguard content. His concise articles are consistently challenging and thought provoking. There is no way you’ll see him posting an article along the lines of “Five Ways to Hack Your Marketing Plan.” (I googled it to make sure!).

Earned media

Thinking more expansively, if your goal is to increase your level of earned media coverage, building a solid base of compelling vanguard content might prove useful in this regard.

Growing a strong profile and a credible reputation as a leading thinker on a particular topic or issue (helped in no small measure by consistently publishing vanguard content) will often lead to earned media opportunities such as speaking engagements, podcast interviews, or magazine profiles.

Two quick cases in point, from the examples above - Gina Bianchini and Rand Fishkin 👇

And at the big end of town …

Creating a credible report is a powerful vanguard content play.

The Edelman Trust Barometer is a classic vanguard content play (at a very high level). It continues to generate tons of editorial exposure across all levels of media on an annual basis, from the tier one publications right down to individual bloggers and podcasters.

Meanwhile, Gini Bianchini’s Mighty Networks also generated a lot of online media buzz with its From Dependence to Independence report that chronicles the rise of the independent creator.

(N.B. While Edelman is huge and Mighty Networks is a large, growing company, I’m currently working with a client - a small-ish company of 35 people - who is considering producing an annual survey-based report in their space; yes, it will require some investment in terms of money and resources, but it’s by no means off-limits because of the size of the business).

Consumer and lifestyle products businesses …

While vanguard content is generally more associated with business-to-business brands, professional services firms and social enterprises, lifestyle brands can also tap into broader picture ideas and trends by providing content that inspires people and takes the reader, viewer or listener deeper into a topic that’s bigger than the brand.

A good example of this is English paint and wallpaper company, Farrow & Ball, and its online publication, The Chromologist, which is all about inspiring its readers to create beautiful, considered homes to be proud of.

Australian bed linen and homewares online retailer Bed Threads is another example, with the The Makers Home Tours section of its blog (see below).

And one more example for good measure: Bellroy is an Australian company that manufactures wallets and accessories for creative professionals.

The brand publishes an online publication called Carryology that shares insights, ideas and inspiration about bags, luggage and wallets. In its own words:

Interestingly, Carryology covers a host of brands that compete directly with Bellroy. Now that’s that’s true vanguard material!

While Farrow & Ball, Bed Threads and Bellroy are reasonably-sized companies, they provide ideas and lessons for small businesses; sure, you won’t necessarily have the resources to produce content at scale, but the lessons provided by these examples can certainly be put into practice by passionate entrepreneurs.

If you run a lifestyle business, vanguard content will be more about trends, and inspiring people - your existing and potential customers - to think differently, more expansively, and to experiment a bit.

Rounding up …

Vanguard content, done well, with passion and purpose, can often help differentiate a brand in the marketplace, whether you run a commercial enterprise that's small, medium or gigantic; a nonprofit organisation or social endeavour; or you're an individual, and your personal brand is the business.

For this reason, I believe it has a place in the content armoury of savvy businesses today, albeit it’s the hardest type of content to produce. It might take more work (original thought and a sharpened point of view often does) but it will be worth it over the long haul.

I’ll leave you with this quote from David Hieatt, who we covered in the above article:

In case we haven’t met yet …

Hi, I’m Trevor. I help purpose-led business owners become clear and confident in how they leverage PR, content and digital communications for profit, impact and legacy.

Would you like to discuss how I can help you in a coaching capacity to build your profile and reputation as a trusted and credible expert or thought leader in your industry? CLICK HERE TO BOOK A NO-OBLIGATION 30-MINUTE ZOOM CALL