Content marketing has morphed from managing a company blog to building entire brand newsrooms and content libraries curated by an outside public relations agency or social media management firm.
So why does your company need content integration and a newsroom?
For starters, a strategic social media campaign will be extremely bare boned without solid content to back it up. Content is a critical part of any social media campaign today. At least two-thirds of your outbound social media posts should include backlinks to content that is generated by your company and lives on your site.
According to marketing expert Neil Patel, brands who succeed at content marketing experience 7.8 times more site traffic than companies who are not crafting compelling, valuable content.
This eight percent increase in eye traffic on your brand is one of the many reasons why every company should create a solid digital footprint and integrated content marketing strategy. A well thought out content strategy helps prospects find you when they are looking for your services. It also helps your bottom line if your content answers sales questions that representatives previously answered by phone. Additionally, great content creation will position you as an expert in your field more than a traditional press release ever will (press releases are dead). Well thought out content will also give you the trust that you are looking to build with media, and it provides media with usable snippets they can pull into articles.
Establishing a content library or newsroom takes a lot of work and a lot of content. However, if you already have a public relations firm or social media management firm, they can help create content for you. This has become a critical function of the PR department as the lines between PR, social media, and marketing becoming further blurred together. If you already have retained a firm and want to try getting more bang for your buck this month, try having your PR firm work on content marketing for you, rather than pushing out traditional press releases—which, by the way, no one reads anymore.
Here’s how content marketing—in partnership with PR and social media pros—can boost your marketing efforts in 2017:
What’s a Content Library? All highly successful brands have built a well-planned and executed “content library.” Also called a “newsroom,” this digital information storage space includes everything from press releases to white papers, infographics, images, and videos. In fact, Fortune 500 companies build, populate, and administrate completely separate websites just for journalists and editors. Mobile giant T-Mobile has three: 1) a consumer newsroom; 2) a media center for journalists; and 3) a social media “home” or library.
“Use content as your currency to create marketable content your prospects are seeking.”
What kind of content should I write about? Consider the journey your ideal clients follow to find your product or service. Go on a treasure hunt to discover all the keywords your current clients and potential prospects use to find your company and solve their problems. This includes long-form, problem-based keywords, solution-based keywords and casual language.
Tip: Use Buzzsumo to research the most highly shared articles in your industry to get ideas for what topics you should be writing about.