1.
Personal Branding:
From Scratch
Presented by: Roberto Blake,
Create Awesome Media

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.
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.
What is Your
PERSONAL BAND?
What is Your STORY?

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.
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.
Creating Content is About
Building a Body of Work to
Represent You.

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.
What do people say about
you when you’re not there?
What do you want
them to say?

10.
STRATEGY
IS THE GAME

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.
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.
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.
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.
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.
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.
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.
Content that
Connects

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.
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.
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.
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.
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.
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.
Connect With Me!
http://robertoblake.com
http://youtube.com/robertoblake2
http://linkedin.com/in/robertoblake
Twitter: @robertoblake
Facebook @robertoblake
Instagram @robertoblake