Peanut butter and jelly, bacon and eggs, burger and fries – some things just belong together, and quality content and PR is another perfect pairing.
Despite the fact that PR and content work so well together, many marketing and communication leaders mistakenly choose one over the other. The truth is that content is increasingly becoming an imperative tool in the PR armoury. Quality content, whether it’s a whitepaper, sector report or even a book, if used correctly, can deliver outstanding results for your PR campaign.
Over the last few months we’ve delivered some outstanding work for our clients, maximising the ROI of their content by amplifying it to an audience of key decision makers and influencers. Here are some key ways to maximise the reach, and impact of content:
Make the content work harder
If you have a great piece of content, it’s worth thinking about how to make it work as hard as possible. One way to do this is by dissecting the content into a series of articles which can then be placed with media or used as blogs. To increase the longevity of any campaign, these articles can be drip-fed to the media or blog over a period of time.
Also, think if you can repurpose the content to target the verticals markets in which you operate? We recently did this for our client Rufus Leonard’s Brand Experience report securing them coverage not only in their sector press such as Marketing Week but also in verticals including finance and hospitality. Content can also be translated to events, videos, webinars and social media – the possibilities are endless.
Curb the commerciality
The media, and equally your end audience, can sniff out a piece of salesy content a mile-off. Content which is designed to largely promote the services/products will not be well received. The best content provides real industry insights/learnings which in turn will position you as a true thought leader.
Have clear and SMART objectives
In the same way you would set Specific, Measurable, Attainable, Relevant and Timely (SMART) goals at the start of any campaign, the same should be applied when looking to use a piece of content. Consider the end objective of the content and what SMART goals you can use to get there. This might mean a certain number of placements in media to drive a particular volume of website traffic to a specific URL. Whatever your goals are, ensure you know, and measure accordingly.
Create a clear plan
Using content across multiple channels means you must plan your timeline in order to maximise impact and results. If, for example, you want to offer the content as an exclusive to a particular publication, you will need to consider what you have done with the content first, as well as the impact this will have on generating further coverage.
You might consider launching content at an event, and then following up with articles, blogs and social media. We’ve done this recently for a couple of clients, one in the form of a book launch and the other for an industry report, and it’s a great opportunity to get your client in front of a room of key media and influencers.
It’s important to note that it’s not just about creating content for specifically for PR purposes but about maximising the content you are already creating for wider business initiatives i.e. new business development. By taking a strategic PR approach, this content can deliver long-term results for your client, both in terms of media coverage and brand awareness.