One of the most frustrating aspects of a communicator’s job is how little control you have over the earned media that you do. Not every interview you give is published. However, if you maintain a good relationship with the interviewer, you can repurpose those unaired interviews into your own content. This episode of Spin Sucks features an interview Gini Dietrich did with Megan Dougherty of One Stone Creative. They discuss content creation, the PESO model and the pros and cons of writing a book. Here are a few highlights of their conversation: Gini wanted to systematize her process so that her team could serve their clients as well as, or better than, she could. The PESO model represents how authority is built when all types of content work together. You have to be willing to put in the time and money to test before you start reaping rewards with content as well as with Facebook ads. Megan says that podcasting, as well, is a long game. The quality of your content matters more today than how often you publish. Gini recommends making the type of content you are most comfortable creating, whether that’s a blog, a podcast or video. Being an author makes you more credible to many business leaders. However, you don’t need to be an author to have credibility. Gini advises you to write a book only if it aligns with your goals. Updates Gini updates listeners about a few topics discussed in the interview, including Facebook ads. While they will continue to be more effective than any other social media platform, Facebook ads are going to be more expensive in the new year. Email is cheaper and can produce great results. Have Your Say Happy New Year! Why not join us in the Spin Sucks community?

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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