Why Incredible Content is Vital to Your PR Strategy

Content is king - you’ve probably heard this before - and never has it been more true! In today's online world, the content you produce and create has the ability to make or break your brand's success. It’s an essential marketing and PR powerhouse for pretty much every business in every industry. If you’ve been asking yourself if content is really that important when it comes to getting recognized, the answer is a big resounding yes!

Content gets you noticed

The importance of content within your PR and marketing strategy relates to its ability to increase the volume of quality traffic to your website and social profiles. Content gets you noticed. Brilliant content creates awareness and lead generation for both clients and customers, and potential media outlets and publications. 

Before even thinking of creating a PR strategy with your content, make sure you have a true understanding of what brand content actually is.

Brand content is essentially visual content that is created by a brand with the aim of stimulating a specific response and/or familiarity for the target audience. Your content composes of brand colors, logos, tone of voice, written content, website copy, photography, and anything that people can see or read. 

To get your content (and, ultimately, your brand) in front of the right people, you don’t only need a solid content marketing strategy, but one that includes PR.

Content marketing - what is it? 

Content is not a new thing, it’s simply been a part of branding that has changed in shape over the years. Traditional marketing, including advertising, is all about telling the world that you’re the best at what you do, that your service or product is something people need. 

Every time you post on your social profile, and every website click you get, someone will be getting a glimpse of your brand and they will either be drawn to it or not. Your content is a part of how you sell, and how a potential publication decides if you are for them or not.

Your ability to create captivating content is your magic wand when it comes to PR. Great content = more attraction.

Your content, and how you market it, builds your online reputation. Serving up a wide range of content such as blog posts, videos, social media posts, and newsletters, can help people to see and get to know you. It allows you to offer value through multiple places, this builds trust with your audience. Not only that but your content can also act as a portfolio for potential publications or media sources. 

The better your content, the more likely you are to attract the right PR opportunities.

When it comes to content creation it’s important to remember who the content is for. A question to ask yourself could be:

“Am I trying to gain relationships with journalists and be mentioned in top publications? Or am I aiming to attract my target audience and improve traffic on my website?”.

The content that you make to attract the attention of journalists may differ from your regular programming. Not always, but sometimes. So it's important to recognize what you want. 

PR is about engaging and building relationships with key stakeholders across different media platforms. PR content needs to be newsworthy, bold, clear, and to the point. 

To sell you need to tell!

You’re not trying to sell when you consider PR-related content. You’re aiming to tell. Tell people what you do, and why you fit into their publication scope.

Content, when used as part of your marketing strategy, is focused on the creation and distribution of high-value, informative, and consistent content to attract and retain a specific audience (that audience being your ideal clients or customers). Its focus is on selling and educating. The relationships that you build differ between PR content and regular content. However, they complement each other and often overlap!

There are quite a few reasons why content supports your PR strategy, let’s dive deeper!

PR helps to generate brand awareness

With so much content being uploaded daily it can feel overwhelming trying to get yourself to stand out. When you consider incorporating more PR outreach, the potential for more people to connect with you increases tenfold. If the right publication, influencer, or blogger shares your work…. That’s a huge piece of advertising done for you! Many reporters often say they notice brands that show up consistently on multiple social media platforms and that this is where they get their stories from. Regular press articles about your brand will significantly improve your brand awareness in the long run.

Improve your own leadership and authority as a brand owner

PR is an incredible tool for building personal brands and increasing a brand's authority in their industry. This is done through speaking opportunities, interviews, media coverage, and your social media presence. If you include public speaking as part of your content (through Instagram stories, TikTok, Facebook, or Linkedin videos), when it comes to connecting with PR opportunities it will feel much easier! Plus they will already feel like they know you! It makes the whole process far more authentic and streamlined.

Learn more about how to reach your marketing goals using content creation here.

To round it up, your PR strategy is heavily influenced by the content you create. When it comes to marketing your brand your content speaks for you. Do you need help creating a powerful, aligned, and remarkable brand? Click here to schedule a Complimentary Brand Consultation. We can’t wait to hear about your offer and your mission and grow it into something even bigger! 

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