Russell Lever, Account Director, ASG & Partners examines how the integration of PR with content marketing has empowered the role of PR as the “custodians of content” for the clients we represent.
Whether we are talking about media relations or managing corporate communications, content has always played an essential part of effective Public Relations. It’s always been our job to create engaging stories. Great content means telling good stories.
Content marketing is a natural extension of PR as it’s about increasing brand awareness through value-driven content and delivering positive engagement with key target markets.
The constantly evolving digital landscape and the “anywhere” connectivity to the web via tablets and smartphones has had a major impact on how information is discovered, consumed and shared. Content is what drives the Internet as we know it and we need to be at the forefront of creative content creation.
PR practitioners compete in a saturated media landscape to get our client’s messages in front of the right people at the right time. With so much content being created online, it’s hard to stand out. We have to go the extra mile to stand out.
So just how do we ensure our content is seen by our target markets? Because unless your content is being seen by potential customers, it will be doing nothing. It’s invisible, and you might as well have not created it.
Here are some killer thinking when it comes to maximising creative content creation:
- Make sure it has a purpose: When you understand why you’re telling a particular story or – even more elemental – why your business exists, then your content can be on point.
- Think like a consumer: Is the content you are creating something you would click on? Is this content you would share? We need to get inside the consumer and understand what it is that makes engages them
- Who Are the Media you need to reach? Connecting with social media influencers such as a passionate blogger can be as impactful as earning coverage in daily newspaper or a broadcast interview.
- Become the media: If you want to ensure your brand gets in the media, then become the media. Post video or radio content, blog posts and share other people’s news. We need to generate a digital presence that driven by engagement.
- Engage, engage, engage: When you create content, don’t focus solely on the piece you’re about to publish. Think about the engagement you want it to generate – do you want it to create discussion? Social media channels are interactive platforms where you need to interact with your fans, followers, and customers.
- Video wins: Videos deliver the biggest return on investment. According to some sources, over 70% of all traffic will be video in 2017. Social media platform such as Facebook are constantly improving their platforms to focus on viewing experience. Having more videos also improves SEO.
Give User Generated Content a try: Benefit from your social media engagement by turning it into user-generated content. By asking your followers to share their ideas, photos etc. can make them feel valued, and more personally connected to your brand