If you’re a PR professional in the year 2015, you are probably well aware of a little tactic known as content marketing. It’s been a buzzword (buzzphrase?) for a while now in the communication world, but the PR industry is finally starting to realize that creating and owning content to tell a story is a great complement to more traditional methods.
What you may not realize is that for all the “how-to’s” out there for getting started with content marketing, you—or your clients—may already be doing it. Here are three ways you’re creating a great content strategy without knowing it:
You’ve got connections.
Half the battle when it comes to engaging an audience through content is knowing who to target. As a PR pro, you have been building relationships with members of the media and networking with influencers in your space.
Instead of simply sending a release to your email list, think of these people the next time you need fresh blog content, or want to conduct a Q&A.
You’re a storyteller.
As a PR professional, you know how to write, and you know how to tell a succinct, engaging story. You do it every time you send out a press release.
Build upon those skills to create additional content surrounding the release. Consider starting a vlog (that is, a video log) for your brand. Use simple editing tools to share short, fun and informative videos that your audience can quickly digest.
You are social-savvy.
Part of a great content marketing strategy includes using social media to amplify and share your brand’s message. Most likely, you are already using Facebook and Twitter to engage with your audience. But how would a content marketer use these tools?
One way is by solving a problem—create a detailed, informative blog post on a common issue your audience may have. And don’t forget about paid promotions! A large part of content marketing involves using paid social media posts to amplify a message and get people to take notice.
