I am known for getting excited about the opportunities available to business owners to get a leg-up on their competition by being smart with how they use PR, content and digital communications. Creating a regular audio or video show, or editorial publication, I think is a savvy way to gain attention (for all the right reasons) as well as build an audience for your ideas, insights and expertise. Now, this is fine for motivated entrepreneurs who have been experimenting with content and social media over the years. But sometimes, I need to pull back on the reins a bit and encourage those business owners who have been sitting on the sidelines a bit, waiting for extra clarity as to why they should burst forth with enthusiasm around this whole content creation thing. Introducing ‘pre-owned media’ Which brings me to an idea that I think will sit perfectly with this latter group of business owners who don’t want to tackle anything too onerous straight away, but still want to start with a small but manageable content project. I’m calling it ‘pre-owned media’ – the smaller-scale content activity (or activities) you focus on before taking on a bigger owned media project. This concept was an a-ha moment that slapped me in the face while chatting recently with Andrés López-Varela for this podcast. Andrés is a genuine thought leader in there world of content and digital marketing [ CHECK OUT EPISODE 14 OF THIS PODCAST: "BUILD A GROWING AUDIENCE FOR YOUR BRAND: LOOKING AT OWNED MEDIA THROUGH A PR LENS WITH ANDRÉS LÓPEZ-VARELA ].When it comes to content creation, Andrés is a believer in not taking on too much straight up, for fear of flaming out due to the responsibility of producing a weekly podcast or newsletter, or fortnightly YouTube show. He says it’s better to work up to the commitment of producing your first ‘destination show’ (or flagship editorial publication) no matter what the modality you choose to go with. Fair call! In our chat, Andrés suggested business owners who are keen to produce an owned media property should perhaps start off small and test their content hook or theme or idea via a ‘channel within a channel’. What is a channel-within-a-channel? The idea of a channel-within-a-channel – a sub-channel, as it were – is acknowledgement that the game has changed with social media, and that many of the platforms have in fact become a collection of channels, rather than being wholly and solely THE channel. In this episode, I unpack this concept, and explain why it might be something that you, as an entrepreneur, consider implementing in your business.Connect with Andrés: websiteLinkedInRemember to subscribe so you never miss an opportunity to transform your business into a powerhouse PR machine! [ SUBSCRIBE TO THE ‘BECOME YOUR OWN PR MACHINE' NEWSLETTER - https://trevoryoung.beehiiv.com/subscribe ] Onwards! Trevor____________________ I help business owners become clear and confident in how they leverage PR, content and digital communications to build their brand and grow revenue. Contact me through my website, let's have a chat, no obligation whatsoever! Let's connect on the socials - Twitter / @trevoryoung and LinkedIn /trevoryoung