If you build it, they will come...but how will everyone else know about it? For measurable outcomes great content needs to be paired with great promotion. The days of “build it, and they will come” are over. You must create content and invite people to access it.
Some PR best practices I follow include:
- Gain awareness
- Establish thought leadership
- Build a relevant and loyal community or brand ambassadors
- Recruit new customers
- Tell a story
- Help journalists stand out among their competitors
- Create captivating content that customers and journalists are going to find valuable
- Do extensive research to find where the audiences are, and distribute your content there
2. Earned media is called by many names, including “third-party mentions” and “word-of-mouth.” No matter the name, earned media is crucial to your brand’s longevity. People give more credence to journalists, friends, family and people they admire than they do branded messages.
3. Paid media is “paying to play,” and it can be hugely successful if targeted. Setting up ads without targeting them is like throwing money out the window. To see greater return on investment (ROI), target your ads by demographics, location and time.
If you want to be successful with content marketing and PR, remember your work is two-fold. First build the
content, then invite people to it.
This Insights column was adapted from here and here.
What do you think? How have you seen content marketing change the way we do PR?
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I'm available for full-time or freelance work (telecommute or on-site position within a commutable distance to Danbury, CT).