Edelman and Cision Form Communications Cloud Partnership Read More

How Rich Media Can Help You Strike It Rich

If your content encompasses text alone, you’re missing big PR and marketing opportunities.

Consider the rise of rich media social networks such as YouTube, Pinterest, Instagram and SlideShare, and Exhibits A through D:

The numbers are certainly compelling, but what good comes from these networks? They provide different benefits, so determining where to invest resources depends on your business, audience and goals.

Let’s take a look at the strengths of these four rich media platforms. 


We’ve all used YouTube as a procrastination and entertainment tool, but it’s also a great resource for finding answers to everyday conundrums.

From home improvement tips from Home Depot to a tutorial for using Photoshop by Adobe, brands have content that can inspire customers or answer their questions on-demand. YouTube videos nurture sales by acting as a first touch point and sale closer.


Like YouTube, Pinterest can generate awareness and serve as the final piece to the customer journey. It can also act as a bridge getting customers from awareness to conversion.

Pinners may spend weeks or even months using the social network before committing to a purchase. Land of Nod pins images of decoration ideas by theme and setting, helping professional and amateur designers build a board of ideas before committing to a project.

Land of Nod - Rich Media for PR


Instagram may not help you close sales, but it provides value in the form of building awareness, driving brand loyalty and even attracting better job applicants.

GE, for example, uses Instagram to showcase its company’s culture and build awareness for all the amazing work they do. Express uses the network to showcase its products and engage prospects using contests and open dialogue.

 GE - Rich Media for PR


Want to build brand awareness? SlideShare is a great network for you. SlideShare presentations tend to rank well in search results, and brands that optimize presentations with keywords and descriptions attract more views, interest and leads.

Ethos3, a business that specializes in presentation design and training, often posts beautiful presentations to SlideShare that cover everything from storytelling and content marketing to the history of Valentine’s Day and beer. How shareable are those?

How to leverage rich media to its potential?

Our latest tip sheet “13 Tips for Engaging and Influencing Consumers With Rich Media Content” includes best practices that will help you with media relations, influencer outreach and customer engagement.

Tags : social media

About Brian Conlin

Brian Conlin is a content marketing manager for Cision. A former journalist, he enjoys researching and developing accessible content. When not writing, you will find him watching baseball and college basketball, sampling craft beer and enjoying Baltimore. Find him on Twitter @BrianConlin13.

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.