THINKing

Content Marketing On Steroids

Photo By David Kitchenham

Content marketers often equate public relations techniques purely with media relations. They think distributing news releases is only to promote a product, make an executive announcement or discuss company financial matters. They forget that they can use PR to get their information about their content out to the most important audiences: the media and their own customers. Let’s review.

Content is a treasure chest for marketers. So, let’s share it everywhere and in every way possible. But do it from the inside out. In other words, tell those audiences closest to you first, and then go wider from there.

First, write an educational or informational white paper on your area of expertise.

Use your customer and prospect email list to tell key constituents about the white paper’s availability.

Issue a brief news release about the availability on your website of the white paper. Send the release to your targeted media list using Pitchengine, which also gets your release picked up by Google News.

Consider spending a little extra to broaden your reach by distributing your release on PRNewswire or PRWeb.

Use the content in your blog.

Develop a seminar from the white paper.

Use email to offer this seminar to your key constituents.

Issue a brief release about the availability of the seminar, and repeat the above sequence.

Hammer this one content message in all communication channels and reap the rewards. How are you marketing your content?

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