The Perfect PR Equation: 5 Tips For Successful Content Marketing


No matter what kind of small business you run, your number one job is always: get more customers. However, the way we acquire customers has and continues to change as more people start their search for products and services online.

Content creation is one of the best ways to ensure your brand is visible where your customer is looking for you whether in the search engines, social networks or niche industry sites.

The new equation for online marketing is simple: quality content + promotion of content = more customers.

Start with the following 5 tips for successful content marketing and before you know it, you’ll be multiplying customers.

1. Understand how content works

The best content provides value to your reader. No matter how you package it, if your message isn’t informing or educating, readers most likely are looking elsewhere.

Next, be sure your content fits with the channel you use to share it.

  • News release content should be objective, newsworthy, clear and to-the-point.
  • Social media content should be informative and more conversational. It should also be written in ways that make it easily shareable and not overly promotional.
  • Website content should compel readers to act. You’ve gotten them to your site, now what do you want them to do? Sign up for a whitepaper? Register for a newsletter? Tell them!

2. Integrate varying forms of media

Press releases are a fantastic tool to help distribute news. But why not add more interactive options alongside your text? Consider these options of integrating rich media into your content plan:

  • Video
  • Images
  • Podcasts
  • Recorded Webinars
  • PPTs

Adding different content types to your press releases allows the reader more options to interact with your content and more assets for the search engines to crawl and potentially rank within the search engines.

3. Leverage SEO best practices

Creating content is only one piece of the puzzle. In order for the content to be visible within the search engines, it must be optimized.

Optimization is the process of integrating target keyword phrases into your content in key places such as title tags, meta descriptions, copy and within hyperlinks.

Content that can optimized include:

  • Website / Landing Pages
  • Press Releases
  • Images
  • Video
  • Podcasts
  • Webinars

4. Keep conversions in mind

Creating content remains one of the most important and effective ways of reaching people online. A study conducted by Pew and Nielsen indicates that 42% of Internet hours are spent viewing content.

What does this mean to companies trying to attract prospects or customers online? It means everything.

Creating unique, valuable content is one of the most effective ways to attract an audience and create community.

But, we can’t forget that we all have an objective to reach and that’s where conversion optimization must be applied to your content.

Conversion optimization is the application of Call To Action’s to existing or new content to ensure we offer the reader the most logical next step.

The important thing to remember is to match up the type of content with the appropriate CTA. Having a CTA to ‘buy now’ from an informative blog post might seem a bit out of place.

However, a helpful link to a video, product review or customer testimonial is more in-line with the informative nature of blogs and less likely to be off putting.

5. Go mobile

Consider using “the Fourth Screen” (the latest mass media device after movie, television and the PC) to allow for maximum reach of your content.

According to The Social Media Bible, within the next five years, more than half of all major brands are expected to spend between 5% and 25% of their total marketing budgets on mobile marketing.

One of the first steps in embracing mobile is ensuring your site renders well on mobile devices.

More advanced mobile content strategies include leveraging SMS, sites like FourSquare to connect with people in close proximity to your location and/or QR codes.

The key to Internet marketing is that ultimately, GOOD content prevails. No matter how you package it, present it or spread it, when you do the math, your best efforts will always start with the audience in mind. Give them something of value and you’re on the right track to creating a stronger online presence and ultimately acquiring new customers.

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