JConnelly Insights
Three Ways to Boost the ROI of Your PR Content
“Content is king.” Journalists and PR people alike have been saying it for ages (including on this blog), but in today’s world of social media and digital everything, it’s truer than ever. We’re constantly buried under an avalanche of information in the form of Tweets, Facebook updates, promotional emails, push alerts and more. To reach prospects, marketers have to cut through the proverbial clutter in a way that is more compelling – and credible – than simply tooting their own horns.
Creating content that provides value to customers and prospects in the form of helpful, meaningful information is one way to get their attention – but it often requires an investment of time, effort and (of course) dollars. Whether it’s a thoughtful white paper on your website or an insightful interview in a top-tier business publication, creating high quality content takes work. To make sure you’re getting maximum bang for your buck, consider the following tips to boost the return on your PR and marketing content:
1. Break it down for social media
For many marketers and communications professionals, adapting content for the social web has become a reflex. If you’re not one of them, it’s time to get into the habit. Score a quote in a top-tier trend story? Paraphrase it on your company’s Twitter feed (include a link to the article online so that interested followers can read more). Post the link and a quick article summary on the company’s Facebook timeline. Craft a short update for the spokesperson’s LinkedIn profile. Bylined articles and white papers provide even more fodder for social media: think about how many 140-character tweets you can get out of a 1,500-word guest column. As long as you choose interesting and relevant “sound bites” and vary your posts, there’s no reason not to repurpose the content across channels.
2. Spotlight prize pieces in marketing materials
Your best PR hits can be strong proof points of your credibility and expertise, so when you are looking to put your best foot forward, put them to work. If you use marketing tactics such as an email newsletter or direct mail, include a link to or excerpt from a recent media placement in these materials to keep customers and prospects up to date on your thought leadership. In sales meetings or business proposals, work in notable media mentions of your company and staff. Your website is also a great place to display media successes – just make sure that if you use pull quotes, screen grabs or any other copyrighted content, you secure the appropriate permissions from the original publications.
3. Nominate PR accomplishments for industry awards
In addition to repurposing public relations content in a variety of campaigns and communications channels, you might also consider submitting your best work as entries for PR industry awards. These accolades can boost your company’s reputation as a thought leader and help to attract talent who want to work for a leader in the PR or marketing fields. The following awards recognize exceptional PR and marketing content in a variety of categories:
- PRSA Bronze Anvil (feature stories, editorials/op-ed columns, websites, social media, blogs, online videos, newsletters, etc.)
- PRNews Platinum (publications, press releases, etc.)
- Ragan’s PR Daily Awards (infographics, op-ed pieces, white papers, speech, news releases
- Webby Awards (websites, interactive advertising & media, online film & video, mobile & apps, social)
How else have you squeezed a few drops of extra value from your best PR content? Let us know in the comments!