There are many industry experts championing content
marketing as an effective means of building your presence. This technique
involves creating and distributing valuable digital content (often text, but
sometimes also images, video and other media) to attract, acquire and engage
with defined target audiences. But what are some of the key considerations to
have in mind when creating the necessary material?
Quality
What is often overlooked when generating content is the
importance of quality over quantity. Simply creating noise is no longer enough,
because only credible and useful information is likely to make you stand out
from the crowd. Therefore, make the most of the expertise and knowledge within
your business to create interesting and engaging news, comment, advice and
guidance.
Relevance
One size never fits all, so knowing who you are trying to
reach and then creating content that is relevant and applicable are essential
features of any successful PR campaign. Try to engage with key stakeholders
such as customers, prospects, journalists, partners, shareholders and employees
with relevant information that is in line with their individual needs. Take
time to understand their objectives, concerns and challenges rather than
churning out canned corporate statements.
Tailoring
it is possible to use content across various channels to
maximise your coverage and reach, but each will require a slightly different
approach. If you are creating a press release then the methodology and
structure will clearly not be the same as for a blog, yet the basis for both
can often be the same. For example, a newsworthy development can be utilised
across many chosen communication channels by the effective tailoring of the
pertinent information to meet specific requirements.
Jasper Business Communications uses experience gained
through many years in PR, marketing and journalism to create topical,
thought-provoking and relevant content including press releases, articles,
industry comment, case studies, blogs, newsletters, whitepapers and industry
research.
About Jasper Business
Jasper Business Communications is an independent business-to-business PR agency based in South London working in close partnership with clients locally and across the UK. We use former journalists and experienced industry specialists to create tailored PR and marketing solutions that take advantage of all traditional and online communications channels.
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