In order to do anything successfully in life, firstly, you need to set your intentions. What better time than a new year (and a new decade) to make some positive changes in your business.
For a bit of fun (but with a serious side) we’ve pulled together a ‘manifesto’ with six commandments, that if followed will bring your PR and content marketing to the next level.
Thou shalt invest in your content
Content should be the backbone of your inbound PR efforts. Content and PR go hand in hand and on a really simple level, the media relations side of PR can help you to get others to distribute your content. Your content is everything that you produce for consuming online. It’s the blog posts, articles, social media posts, website copy, e-books, white papers, case studies, infographics and video snippets.
Good content will tell your brand’s story and explain the solution you offer in a way that will intrigue and delight your prospective customers as well as your strategic partners. Quality content never ‘sells’ directly. It is thoughtfully considered, always consistent, brilliantly executed and shows (but doesn’t tell) your potential customers that you understand their needs and that your solution can solve their pain points better than any other business out there.
Good content shows that you are both relevant and that you are interesting. It is also maximised for SEO and, with the aid of other PR tactics, it supports the extension of your message (and brand) to new audiences. Remember – it is only truly good content that is liked, shared and engaged with.
So make 2020 the year you invest in your content.
Thou shalt develop your thought leadership strategy
In a marketplace with intense competition, developing your thought leadership (expertise) is a powerful opportunity to increase your marketplace presence and strengthen your brand. If you provide a solution, then chances are that you are an expert in your field and you have insight and knowledge, beyond just your product, to give.
Developing your thought leadership through writing articles, becoming an industry ‘pundit’ for news publications and speaking at conferences will hold you in good stead for 2020 and beyond.
A word of warning…. be patient. Thought leadership takes strategy, time and hard work. But the results are worth it. For some tips on how to develop your own strategy, read 5 key elements to executing a winning B2B thought leadership strategy.
Thou shalt know your keyword search terms
If you don’t have a good idea what the keyword search terms are that impact your market, then now is the time to do some serious research. Ranking for the right keywords and longtail search terms can make or break the effectiveness of your website. This knowledge can then underpin your content strategy and inform any press announcements, blog posts, articles and even social media posts that you or your PR agency generate. Be smart, creative but always focused. Educate yourself on search engine optimisation or hire an SEO professional to help you.
Thou shalt define your ‘brand story’ (or narrative)
When we at Abode PR begin working with a new tech company or large property manager, one of our first tasks is to help our client define their core messages and tell their brand story. These messages, and the brand story, come to underpin everything and are at the heart of all communication.
A brand story will clearly and enjoyably communicate what your business is all about, what solution you provide, and for whom it is for. It will help drive your value proposition. It brings humanity to your product and helps customers develop emotional resonance which impacts a buying decision.
Defining your core messages and telling your brand story in an emotive but authentic way, will speak directly to the audience you want to attract and should be high on your priority list for 2020.
Thou shalt promise to ‘PR your PR’
PR really loves to be PR’d!
When you achieve coverage, shout about it, share it and then share it again! PR-ing your PR gives it momentum and public relations thrives on momentum. Publications are just like any other business. They desire increased traffic to their website and to reach new audiences. The more an article creates engagement, the happier a publisher is. It’s also good for you too.
Take a read of our 5 top tips to maximise your B2B media coverage to help you get started.
Thou shalt practice patience and consistency
Developing your reputation and brand through PR and content marketing takes time, effort and consistency. If you want quick wins and instant lead generation do Pay-Per-Click.
But if you want to build up a substantial body of coverage, create a sustainable reputation and develop valuable relationships that will help your business to thrive, then you will need to be patient and consistent. But once you have reached a momentum, the results will accumulate and you will be well on your way to taking your business to the next level.
If you would like to have a discussion about partnering with Abode PR on your PR strategy for 2020, please feel free to contact me directly – firstname.lastname@example.org
About Jessica Gillingham
Jessica is the director and owner of Abode PR, a specialist PR and content marketing agency partnering with clients operating in the international vacation and short-term rental space. www.abode-pr.com