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By George Hornet
Content has always been one of the key parts of successful Public Relations. Nonetheless, the PR gurus who fail to get deeper into content strategy, development and measurement swiftly and efficiently, will find themselves left behind as PR takes a new dimension.
For more than 12 years, the world of PR and media relations has undergone tremendous changes. This is because devices, social technologies and the ever-present internet access have paved way for the unlimited web connectivity in all areas.
This connectivity is what has enabled both brands and consumers to do all that pertains to business from anywhere at whichever time. Introduction of numerous gadgets that have made it easier to access the internet has solidified the relationship between people and technology. This has greatly impacted how people are accessing information.
You are no longer restricted to industry news publications because people are now able to create social networks and publish information to addressees who are similar or more than what traditional publication has managed to get to. Connecting with niche influencers and creating value with them can have the same impact as conventional publication. Being of use with content strengthens the relationship with these niche influencers and also offers a mutual value instead of relying on the media alone.
Companies are now emphasising on content marketing so as to boost and secure the earned media. These companies have even gone as far as employing corporate journalists and editors in order to create a better publishing environment.
The ability to access the internet anytime has made it possible for the media to get closer to its audience comprising of both consumers and publishers. These consumers now want to take part in news creation. This has led to a mutual relationship with the media and consumers leading to co-creation of content.
There are numerous content types that are built in search and social optimisation. This is essential especially due to the limited content production resources. The following are some of the types of content that can have a considerable positive effect in your marketing strategy.
Evergreen content
Sometimes, your audience requires content that will sound meaningful in future. This is what evergreen content is. It is timeless and can be a resource to anyone regardless of time.
Co-Created content
You can co-create in partnership with a brand. This is a viable way of strengthening the industry and niche through leader relationships. The interest for self exposure by participants helps create an integrated social promotion component to the content object. You should also involve famous people in content co-creating, to expand audience.
Curated content
A number of companies create a considerable amount of content. However, this content is not curated in a way that will fully utilize the exposure opportunities. You can also accumulate your news by using curated external content. Adding a brand narrative to curation, provides a useful resource to media. It also shows that the perception could be useful for publication.
Repurposed content
It is normal and okay to repost a press release as a blog post and succeed in it. However, it is much better to completely plan the repurposed content in an editorial plan. This is the best way to optimise and maximise how far the information can reach and its value.3
About the Author:
Visit our website to find out more about Art Division copy writing team. Whether you need clear and concise content or your existing copy needs editing our copywriters will provide copy that enhances your search engine position. Our SEO services in SW17 can help you along the way.
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