By DAVID SABA
Content is king, but it’s also everywhere.
Media and everyday consumers are inundated with messages from businesses, and it’s easy for them to tune out even useful content if it’s not packaged and communicated in the right way.
Here are a few suggestions for how brands can cut through the noise and effectively deliver useful content in an age of saturation.
Communication with customers occurs through the press, social media, blogs, podcasts, email campaigns, direct mail and more.
The average person is inundated with information on a daily basis, and this barrage of content makes it increasingly important for brands to deliver the right message in the right place at the right time. Without a strategy, all the effort brands put into content marketing can go unnoticed.
The No. 1 priority for any public relations strategy is to truly know your target audience and provide it with information that is relevant and will keep it coming back to you for more.
How do your customers consume media? How do they interact with your social media platforms?
Once you know where your customers consume information and what topics interest them, develop new content that caters to their needs in the media channels they frequent.
It’s important to allow for interactive dialogue whenever possible. One-way conversations get ignored.
The strategy of providing customers with information that is important to them also applies to members of the media.
When pitching a story to reporters or editors, tell them why you think it fits their column, television show or podcast and why it may interest their readers, listeners or viewers.
What makes your message different and how does it benefit them to cover it?
Offer exclusive stories when possible. Give reporters a chance to be the first to review or interact with your new product. Let them know what visuals and interviews are available.
Offer to supply reporters with third-party interviews from noncompeting companies to create a well-rounded story, rather than asking them to produce an infomercial.
Specially crafted communication with individual members of the press is essential.
Blasting press release announcements should be reserved for breaking news. Don’t spam 700 reporters with generic press releases they may not care about.
There are news wire services that boost search engine optimization without alienating members of the media by spamming them with information they don’t need or want.
Consistent two-way individualized communication is the backbone of any effective content or PR strategy.
Once this strategy is in place, companies can separate themselves from the competition by providing a distinctive and authentic voice that speaks to the needs and wants of their customers.
David Saba is the director of public relations at Lehigh Mining & Navigation, a national award-winning advertising agency in Bethlehem. With more than 13 years of public relations experience with a variety of clients across many industries and sectors, he can be reached at [email protected].