Feeds:
Posts
Comments

Posts Tagged ‘content’

Kevin O’Keefe over at Real Lawyers Have Blogs recently brought up a very important point about the shift to content creation in today’s marketing playing field. While traditional methods like print and TV news media are still effective routes to reach target audiences, there’s no doubt that this arena is shrinking and in its place, content hungry social media sites continue to grow by leaps and bounds.

Shifting to the role of content creator in your marketing efforts requires a substantial time investment. Blogs need to be well thought out, accurate and frequent. Sites like Facebook, Twitter and YouTube are great tools to reach the masses but require an extensive amount of legwork to establish feeds that captivate and engage online audiences. Today, trade publications are much more apt to publish guest articles or guest blog posts but if the business professionals – let’s use attorneys as in O’Keefe’s scenario – find themselves stretched thin by their responsibilities to the practice of law, how can the firm expect to create a regular stream of technical wisdom to help promote itself?

O’Keefe weighs the idea of using a third-party content creator to outsource content but I’d like to suggest a stronger alternative. Public relations professionals have been creating content for busy executives since long before the marketing shift toward content creation and we’ve been sharpening our skills accordingly for many years. While using a third-party for content means starting at the ground floor each time a complex writing assignment arises, a true PR pro works to gain an innate understanding of his or her client with the added bonus of playing a crucial role in guiding the marketing strategy of a particular brand.

Having worked in PR for six+ years, my job role has always included an emphasis on content creation. Whether the topic covers semiconductor chips, pharmaceuticals or medical devices, I regularly work with complex subjects and the brilliant minds who deal in these subjects to develop valuable content. Susan Ennis, founder of EnSpire Communication, has been at the content game for more much longer with special expertise in legal matters, among others.

Not trying to brag, but using PR professionals for your content marketing yield a few extra bonuses:

  • We think in the big picture. Content is only created if it is advantageous and productive to the brand we are marketing.
  • Comprehensive is our favorite word. We repurpose content to create cohesive communications outreach while being efficient.
  •  We understand audiences. Whether we are fine tuning complex messages for a B2B audience or repackaging complicated concepts for the general public, it will be on target.
  • We are researches at heart. All PR programs begin with research, crucial skills to support the content needs of our clients.
  • We can work social media. Even the most brilliant blog post won’t reach target audiences if a viable social media following is not cultivated by using the right channels.

In the end, O’Keefe isn’t sold on third-party content creators – I wonder if I can sell him on PR instead?

Read Full Post »