Supercharge PR with high-quality content marketing
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This document discusses how content marketing can supercharge public relations through creating high-quality, in-depth content that is 10 times better than competitors. It provides examples of how curating lists, creating infographics, and writing long-form articles in the style of popular websites leads to media coverage, social sharing, and improved search engine rankings that promote websites through inbound links. The key is to choose topics relevant to the audience, craft the content and style to match their interests, get approval from stakeholders, and thoroughly promote the content once created.
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Supercharge PR with high-quality content marketing
- 1. Supercharge your pr with content marketing
- 2. Old SEO New SEO -Build tons of cheap links -Heavy use of keywords in anchor texts -Guest posting abuse (EASY) -Long term strategy -Create high quality “killer” content -Promote, promote, promote -Focus on the user experience (HARD)
- 3. “…content marketing has been earmarked by 70% (of respondents) as being targeted for the greatest increase in investment.” -April 2014 study commissioned by Salesfusion The Trend is Your Friend
- 7. Content that’s 10 times better and more detailed than the competition. Hard to do, but that’s the competitive advantage. Skyscraper Content
- 8. Created an award of Top 95 Dog Websites… Researched and curated the best websites… Provided them an award logo to link back to site… …and gave them an award we created.
- 9. Search term generates 1.1 BILLION search results. #2 overall on a niche website… …beating out better known publications.
- 10. “Top 101 Trust Leaders in Cloud Hosting” Strong viral element: everyone likes to brag they made a list. Got picked up in industry media.
- 12. Our promotion of the release led to #1 position on images result… “Telecommuter Infographic” And #2, #3, #4 positions on Page 1 of Google, including client site.
- 13. Mashable coverage of infographic resulting from outreach… …resulting in 1,300 social shares from this site alone… …and a valuable “inbound link” to the client’s site.
- 14. Written in the style of Buzzfeed…
- 15. 11,346 words total! Include outbound links to authoritative sites (very important). Include funny images or animated GIFs (a la Buzzfeed). (Don’t forget to give credit to sources).
- 16. 1. Choose a relevant topic. 2. Match writing style/creative with intended audience. 3. Must have buy-in from stakeholders. 4. Execute! 5. Promote! 5 Keys to Success
Editor's Notes
- Lot of prominent companies hit with penalties from Google. JC Penny, RapGenius, and now the latest news that Expedia got the Google Slap which led to a 25% decrease in organic traffic.
- We’ve all heard that “content is king”. This is more true today than ever before. The proliferation of channels, the ever-shrinking attention span of the average web visitor and the fierce competition online means all companies and brands need to focus on content marketing.
- Content marketing stands out in that it can touch virtually every aspect of your marketing and sales efforts. Even better, if done correctly and with some foresight, you can create one piece of content, and slice and dice it into many different formats for various purposes. For example, white papers, special reports, ebooks, infographics, videos, free tools, “skyscraper” content (which I’ll get into later), surveys. These can all be used effectively in every step of the sales process. Building awareness, driving clicks and online traffic, improving lead generation, providing sales collateral.
- You’ve all heard the 80/20 rule. But when it comes to Content Marketing, it might not be how you think. Most put 80% of the effort into creating the content, while promoting it is just an afterthought. This type of strategy more likely than not will fail. Instead, you need to put 80% of your effort and planning into how you’re going to promote the content.
- Firecracker is an integrated agency that seeks to merge the best of public relations, search engine marketing (organic and paid) and content marketing into one tightly knit package. The benefit of this arrangement for the client is amplifying the power of each functional area, which we’ll show you in a couple of case studies towards the end. Another major benefit is value. Instead of dealing with separate agencies or contractors, clients only need to deal with one. Less headaches and smaller bills at the end of the day.