Content Marketing and the PR Industry – A Strong connection
Every time you write a blog post, update your Facebook page or send out a tweet, you are generating online content that will speak for the associated brand name. Most businesses now have websites, blogs and social media accounts because there are benefits to reaching their target markets in a more direct manner. For PR professionals, this shift towards online interaction demands a heavy reliance on content marketing.
When it comes to branded content, it is essential that you remain transparent. Focus on the quality of your content and publish content that your audience wants to read and make them want to participate. Make sure you clients are spending their time reading relevant and enjoyable content, but let them make their own judgments about what they are reading.
It is difficult to have a discussion about content marketing without bringing up search engine optimization, otherwise known as SEO. Google has a complicated algorithm that is used to determine the topic and value of every website in existence. Those websites are then ranked according to key search terms present on individual web pages.
Web pages that get ranked high appear at the top of search engine results pages (SERPs), and that means more consumers and information seekers find those web pages. This is important for the PR professional to understand because getting to the top of the SERPs is important to the reputation and bottom line of many businesses today.
The challenge for a business is creating content that reaches human readers while still ranking high with the search engines. Public relations campaigns must keep all of this in mind when generating buzz through social media, blog posts or any other type of content.
PR is all about creating and presenting stories with which consumers can relate. Content marketing is a powerful way to create and spread those stories, and this is nothing new to the industry. What is new is the strong emphasis on marketing to search engines as well as humans.