How PR Pros Converge Media and Content Marketing
Content marketing is a term that’s appeared many times on our blogs. We use content marketing every Monday, Wednesday and Friday when we put out our DW Security Update headlines. Despite content marketing being a trending topic in the PR world, many PR pros are hesitant to implement it into their PR strategy. Why you may ask? Marketing. The word marketing throws PR pros off. We aren’t marketers and we aren’t sales people so why should we handle content marketing?
In its simplest form content marketing is building relationships and trust with your audience. You create helpful content for current and potential clients and in turn they see you as someone they can turn to when they need help or information on your industry. This is exactly what PR is.
Why it “Fails”
Content marketing has a reputation of “failing.” The truth is content marketing isn’t failing. You’re just thinking about it wrong. When most people think of content marking they have this general outline in their heads:
Just because someone reads your content doesn’t mean they are going to buy – just yet. Content marketing is a much longer process. It starts with making interesting, usable content. The hope is people will click on it. If they like what you’ve posted then they’ll remember you. You start to build trust and relations with people. You want to show them that you are someone they can trust –whether it be in the product or service you are selling or simply the information you can provide them. When they are ready to buy they will remember you and select your product or service.
It’s Not All About Sales
Content marketing is not about selling. Of course sales are vital to the growth of your business, but it has to be in the back of your mind. It is about building trust and telling a story. When you are writing content ask yourself these two questions: Why does you audience care about this? And, is this news just about your business? If this is just news about your business consider packaging it as an office memo instead of a press release or blog post. Your primary focus is being an expert and helping potential customers and clients do better in their businesses.