How to create a content-driven PR campaign

Kate O'Sullivan is MD of PR company ADPR Kate O'Sullivan is MD of PR company ADPR
Industry Database

With METSTRADE 2019 just around the corner, you may want to raise greater awareness of your brand and a content-driven PR campaign could be just the thing, writes Kate O'Sullivan. It is all about telling your brand story, focusing on producing engaging content that directly connects with your audience.

Always begin with a plan: Consider your audience - what do they love? What inspires them? What will resonate? If you can’t answer, now’s the time to do some market research. Once you have identified your target audience, work on developing a strategy and tone of voice which appeals, as well as choosing topics of interest for the content plan.

Create a blog: Once you have a plan, you then need a platform. This might seem obvious, but it can be easy to fall at the first hurdle. A blog is the most effective way to provide your audience with updates and keep them engaged. And it’s great for SEO.

Combine digital and print content: While you might be tempted to neglect print media in favour of a digital PR strategy, this may limit your reach. Print media is still important so focusing on both allows you to appeal to a wider audience.

Think carefully about social media: Keep your content - and brand - consistent across all channels. And don’t be shy, promote your blog on your social channels. With so many people accessing news this way, its key to ensuring your content is reaching your intended audience.

Be authentic: Create content people can engage with. Write about topics that genuinely interest you and your audience and provide ways for them to engage with you.

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