December 14, 2015
/ by Maria Materise
A piece of content is only as good as the strategy behind it. You may have a great idea, but it won’t do your brand any good if it’s doesn’t contribute to your business goals.
Gini Dietrich, CEO of Arment Dietrich and author of Spin Sucks, says to define your goals and formulate a plan before you sit down to write and create content. Once you know where you want to go, you can create the content that will get you there.
At her recent Cision webinar, “From A to Z: Blogging and Content for PR,” Gini discussed how to create a content strategy that will provide you brand with tangible results. Gini went through the alphabet, starting with analytics and ending with zeitgeist, defining the most important elements for your content strategy.
Here are three of her top recommendations for PR pros looking to boost their content marketing results:
Want to learn the 23 other key elements for content marketing success? Watch Gini Dietrich’s free on-demand webinar today!
Gini says that storytelling is more important than ever for your brand. When you create a story around your brand, and invite your audience to be a part of that story, you make it much more likely for them to buy from you.
But how do you make your customers part of your story? Gini recommends doing it in a creative and unique way. That could mean polling customers on your restaurant’s décor choices or asking them to share their personal stories about your product.
Once your customer becomes involved in your brand’s narrative, they will want to continue on a journey with you.
According to Gini, influencer marketing is a backbone skillset for PR professionals because of its value to your brand’s content. She recommends joining forces with the niche influencers who can truly extend the reach of your brand’s message and attract audiences you wouldn’t be able to reach on your own.
You can even recruit influencers to create content for you, such as blog posts, webinars or videos, which will add credibility to your brand.
With their name attached to that piece of content, your audience will recognize it and be more likely to read it – and then read more of your other content, too.
It’s not enough to just create content; you need to ensure that it performs well, too. That’s where metrics and analytics come in.
“This kind of information allows PR pros to take our art and turn that into science and provide a way to make an educated decision on the types of content that you want to produce,” says Gini.
When you understand the kind of content your audience likes and clicks on, you can focus your efforts there and prove the value of your work. Then, your content becomes an investment, instead of an expense.
Images: umjanedoan, isox4 (Creative Commons)
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