Use PR to Promote Your Content Marketing

For measurable outcomes, “great content needs to be paired with great promotion,” says Kevin Bailey, CMO of DigitalRelevance. The days of “build it, and they will come” are over. You must create content and invite people to access it.

Use PR to Promote Your Content Marketing

To achieve greater awareness, engagement and media coverage, most brands engage stakeholders in addition to creating content. While the content itself is considered owned media, the invitations to view it tend to fall into one of two camps: earned or paid media.

Owned media is almost synonymous with content marketing. It’s the content created for your site and other properties, and pitched to news outlets. A clever infographic or thought leadership article posted on a third-party website, such as a news outlet or blog, is an ideal way to drive interest and website traffic.

Earned media is called by many names, including “third-party mentions” and “word-of-mouth.” No matter the name, earned media is crucial to your brand’s longevity. People give more credence to journalists, friends, family and people they admire than they do branded messages.

Paid media is “paying to play,” and it can be hugely successful if targeted. Setting up ads without targeting them is like throwing money out the window. To see greater return on investment (ROI), target your ads by demographics, location and time.

If you want to be successful with content marketing and PR, remember your work is two-fold. First build the content, then invite people to it.

Click-bait headlines, tweets, gifs, video, YOLO and #tbt…In this world, does writing seem useless and ordinary? Join “Content Rules” author Ann Handley’s webinar on August 20 at 2 p.m. ET to see writing’s important role and how the content-driven world has made us all writers. She’ll show you why writing matters, tips and tricks to become a better, more confident writer, and how writing fundamentals turn meh content into something worth writing home about. Ready to write your way to success? Register now!