Tag Archive for: branding

5 PR measurements for Fast-Growing Companies

Here’s a question we get asked a lot, in the quick, nimble world of hyper-growth companies how do we measure PR? One of the first questions a prospective PR should ask is “how will you measure success?” PR agencies ask this in a variety of ways. As a modern boutique PR firm, the A-Team at Avaans Media always ask about future goals.  This is critical to can tie results to meaningful business objectives. We also ask this question because results drive our PR pricing, which is built around your objectives, not ours. 

We know we measure PR a little differently than most of our competitors, but we think it’s incumbent on modern PR firms to stay ahead of the PR measurement. Every year since 2010, PR professionals meet in Barcelona and set the Barcelona Principles as a framework for measuring the effectiveness of PR and communication. We based our PR measurement philosophy on these modern PR measurement principles: Barcelona Principles 3.0. These 5 PR measurements for fast-growing companies provide insight into how we work and provide a roadmap for PR success, no matter what your objectives.

 

It takes up to seven months to develop trust, so it’s important to stay consistent but also nimble.

  1. DETERMINE THE “WHY” BEHIND PR

    The “why” driving purpose for PR is critically important to identify. There may be a 5-year goal in mind, or a sales goal for the next year. Goals for hyper-growth brands may be dynamic and far-reaching. Having long-term and short-term goals as a fast-growing company is perfectly acceptable.

    For example, if your “why” is capital infusion by venture capital, understanding how VC’s use PR coverage is a vital component of the strategy. Alternatively, a different strategy would be in place for a company preparing for an IPO. And if a company wants to improve revenue growth, the PR strategy for that would be different as well.

    Most importantly, you share those goals openly and regularly with your professional PR team. As goals change, so should the PR strategies and tactics. It’s important PR efforts reflect both positioning for today and tomorrow. The “Why” is where the communication strategy is built and it’s a critical piece to PR success. Once you determine your overall “why,” a top PR agency will then know what levers to pull for a quality PR campaign

 

  1. PR MEASUREMENT IS ABOUT QUALITY, NOT QUANTITY

    Huge massive PR dashboards with hundreds of KPIs might look impressive, but realistically, they aren’t helping anyone, especially fast-growing companies. Your PR KPIs should reflect 3-4 metrics that reflect the goals of the company. As a CMO, this is your chance to share your own goals with the PR agency so they can support your objectives in every way possible. If you need a huge win – tell us! Let us help you. If you’re unsure, why your PR firm is measuring a specific KPI, ask. You’d like to measure something different, say so. If you highlight a particular PR measurement in investor, board, or CEO presentations, we want to know that. A modern PR agency is going to build measurements around long-term goals, as they change, share them. PR measurement should include outputs, outcomes, and potential impacts for fast-growing companies.

  2. DATA and EMOTIONAL INTELLIGENCE TELL THE PR MEASUREMENT STORY BEST

    Your PR measurement should include data points, but it should also include context and insight. Data without insight is practically meaningless for hyper-growth brands. PR data and the importance of that PR measurement will have different meanings against, social, cultural, and corporate contexts. Splashing numbers across a page is the simple part. Modern PR measurement requires emotional intelligence to surface real insights and actionable strategies. When there are radical changes, your PR firm should dive deeper to provide meaningful insight and assure correct changes were made proactively and the KPIs reflect the insight and analysis.

  3. PR MEASUREMENT IS HOLISTIC

    Why silo PR, one of the most important strategies for fast-growing companies? Modern PR includes SEO considerations, social media, paid media, and earned media, online and offline. Insist that your modern PR firm collaborate with other agencies and departments or at the very least that they keep one another informed of campaigns and their goals. As a CMO, it’s also critical that you share the OTHER KPIs you measure in advertising, social media, and owned media so the communication measurement incorporates the entire picture. The insights other agencies have can inform the emotional intelligence and insight to your PR measurement.

  4. TRANSPARENCY & INTEGRITY MAKE FOR SMARTER GOALS

    Everyone understands SMART objectives (specific, measurable, attainable, realistic, time-bound), but modern PR agencies are adding ETHICAL and REVOLUTIONIZING to make objectives SMARTER. PR professionals have professional ethics set forth by organizations like PRSA. Journalists also have a set of professional ethics. But those ethics are only the beginning because modern PR agencies should consider digital ethics (security, disclosure) as well as social and cultural ethics, such as diversity, equity, and inclusion. PR measurement should always be contextural and advance both the brand AND society. These modern-day ethics aren’t only for purpose-driven brands, they are for all stakeholders who care about the brand. It’s more critical than ever that modern PR firms incorporate SMARTER goals and outputs that enhance brand value over short-term bursts which may actually hurt a brand’s reputation. Never has emotional intelligence been more important to PR goals and measurement.

 

We know PR measurement will remain as dynamic as your fast-growing business, customers, and culture. These five goals for hyper-growth brands provide guidance and help you achieve real success with PR. At Avaans Media, we’re committed to being best-in-class for providing PR measurement with genuine insights that apply to your business. Contact us today for a meaningful discussion about PR measurements for today’s business goals.

 

 

We’re living in a post-ChatGPT world. One place where we’re seeing a lot of discussion is around content. So what does AI mean for content marketing and content creators? The discussions I’m having with colleagues and clients are two-fold. First, what will AI mean for owned content like blogs? And second, how do search engines using AI affect SEO? In short, AI won’t drive out innovative ideas, or interesting content, and it’s certainly not currently an SEO threat to quality content.

Stay Focused on Quality Content

From an SEO and digital PR perspective, it’s not as straightforward as “Google is penalizing AI content” because there’s no signal that they are explicitly targeting AI content. But a lot of ChatGPT content is iterative or not very insightful and, sometimes, flat-out false.

I’ve been testing searches out on Bing, Google, and other AI search engines, and my observations are consistent with Google’s long-touted philosophy for content that drives dividends. Google has long said that it will prioritize content that is “helpful, reliable, and people-first.

Google knows the internet needs no more “stuff,” and it wants people searching to find genuinely helpful content. If you’re a reader, and you’ve tested out ChatGPT content, you’ve probably noticed it’s not all that insightful. That’s because, for all the talk of a sentient AI, it is not actually sentient. My Dad, who worked at IBM used to say “junk in, junk out” about computers, and that is so very true about AI. And since there is a lot of junk content, there will always be a lot of junk AI content. The world’s greatest thinkers aren’t teaching AI, because there aren’t enough of them to teach AI at the scale currently necessary. Most AI-generated content would not (now) be categorized as quality. Could that change? Sure.

“I use it, but I edit it,” 

Well, that will undoubtedly help. Be sure to fact-check. Until about a year ago, I was testing long-form writing with a well-known AI content engine. I once had a blog post with a completely made-up source, including an author, a book, and a quote. It was fascinating but fake. Plus, my human content team generates better content that performs way better in search, so using AI didn’t pay off in my case, even for SEO content.

I know lots of people using ChatGPT for their blog posts. I can only imagine the rate at which this stuff is going up on the internet. But great content, like the world’s greatest thinkers, is rare, and there’s only room in every search for a #1 position – and it’s extremely unlikely that AI-generated content will surpass everything else out there anytime soon. In short, you CAN use ChatGPT to write a blog post, but I won’t recommend it.

AI-Generated Content for Thought Leadership

The more technical or expert content, the less likely these generative engines can create value.

Plus, the entire point of creating thought leadership content is to provide your insights – and that’s something ChatGPT can’t do. Only you can provide your ideas and perspectives. As a leader, you’ve spent so much time becoming an expert; why would you threaten that reputation to save 30 minutes?

Repeatedly, automation has let me down. That’s why the content on this site with my name is written by me. The only person who writes my content is me. Now, do I think executive ghostwriters are valuable? You bet I do, but ghostwriters take the time to learn an executive’s voice, and adhere to the point of view, so that’s very different from using AI to create a “thought leadership” piece. But regarding my reputation, there is a clear delineation on this blog of my content and content written by my (human) content team, and that’s because, as an entrepreneur, my reputation is valuable, and I bet yours is too.

Is creating quality content difficult? Yes. Does quality content pay off? Yes. I believe actual thought leadership content, like this article, will increase in value, while ChatGPT content will decrease in value. So since creating content is an investment, why not invest in improving returns?

Where Generative AI is Useful for Content

Is AI-generated content useless? No. But it’s essential to consider the context.

ChatGPT and content platforms like Jasper can be most helpful in triggering ideas. ChatGPT is a pretty good communicator and excellent for creating outlines. I recently used ChatGPT to create a book outline, which triggered some ideas. Ultimately, I’ll probably view those suggestions much like my first drafts – part of the process but distanced from the result.

I also think ChatGPT can be useful in creating questions that create many results. Testing your questions on ChatGPT will give you a sense of the content that’s out there on the web and the depth of that content and help you decide if you want to add to that body of thought or not.

In conclusion

Like a calculator, or Excel, using AI will make creating content smoother and faster, but it won’t be a substitute for creativity or critical thinking for content. If you’re writing to improve your reputation, increase awareness or improve SEO, there isn’t much reason to use ChatGPT to create content right now.

Do we need PR? Possibly. Possibly not. It all starts with your goals. These are the 5 reasons why PR is vital to growth. Straight up: PR is the only way to differentiate yourself. While it might be tempting for businesses to focus on sales and marketing only and, it’s technically possible to operate a business without PR, it’s virtually impossible to become an industry leader or a household name without PR. Emerging industries, which need to establish credibility to investors and consumers, and hyper-growth companies with very ambitious growth plans need PR.

For emerging industries and hypergrowth brands in particular, PR is a vital partner to business goals that have long-term effects on the success of growing companies.

5 Reasons WhyDoing PR is Vital for Emerging Industries and Hyper-Growth Brand Success

At Avaans Media, we specialize in emerging industries and hyper-growth brands, be they B2B or B2C. From raising awareness with consistent media placement to aligning social media with your most important key messaging, to crisis prevention and management, having a cohesive and active PR presence is the secret ingredient to building brand equity and awareness. We’re so committed to helping you get to the next level; we base our PR pricing on your strategic objectives.

 

  1. Increase Revenue: PR has genuine and exciting implications for revenue growth. More credible than advertising PR contributes to increased sales conversion and deal flow improvement, as well as decreasing churn and increasing customer lifetime value (CLTV). Working with your top PR firm to develop baselines and KPIs for your business goals not only allows you to see the impact on your bottom line, but also enables your PR firm to develop a strategy that is effective and long-lasting.
  2. Attract Investors: For many emerging industry companies and hyper-growth brands, attracting investment is a key goal for scale. Investors like to see that your product has legs. There is no better endorsement of your product’s potential than media placement. It might be tempting to only use PR after you’ve secured investment, but PR can increase deal flow, give you more brand equity, and improve the quality of investment.
  3. Competitive Advantages: If you’re in an industry where there are a lot of competitors, then you absolutely need public relations. PR will help you clarify your messaging and ensure you know where and when you can stand out. Further, in crowded fields, what do consumers do? They Google brands to find reviews and articles. If your brand has this critical 3rd party social proof, it’s a massive edge for your brand.
  4. Recruitment: The best candidates know their value and want to work for companies that are known entities in their industry, no matter whether the job market is tight. Great candidates are rarely interested in growing a business that hasn’t committed resources to growing the business. No one ever became an industry leader by focusing solely on cutting costs. PR shouts from the rooftops: “we’re serious about our future,” and that’s just the message to appeal to the best and brightest talent at all levels.
  5. Attract Acquisition or an IPO: Sometimes the next stage in a company’s growth is an acquisition or an IPO. For both scenarios, completely integrated PR and marketing efforts are critical. For emerging industry companies and hyper-growth brands, if you’re serious about being acquired or an IPO, AND you want the best price for your company, now is the time to double down on brand equity investment. These strategic objectives require an aligned pre-IPO PR strategy that may differ from what you’ve done in the past. But since our company has done this many times, we can help you navigate and implement the strategy flawlessly.

Why is PR your secret weapon? These are only the most critical to business goals; there are hundreds of smaller PR advantages that increase revenue and even save you money. At Avaans Media, we’re exceptionally proud of our A-team, a group of experienced and insightful communication experts who never stop working for our clients. Get started being the most important brand you can be. Contact us today for a discussion about your business goals.

At Avaans,  we offer those services to our clients, but sometimes we find our clients think they need one thing when what they actually need is another. So what’s the difference and when should you use each as a strategy.

In truth, your business probably needs ongoing campaigns for each of those, but breaking it down helps prioritize when choosing an agency, it helps to know which of the three disciplines (branding, PR, and, marketing) you should select the agency for. Many agencies offer services in all three categories, like Avaans, but most lead with one of the primary disciplines. So how do you decide when choosing a PR, Marketing or Branding Agency?

What’s the difference between marketing, branding and PR?

Branding: Building Loyalty and Affinity

When to do use it: At brand launch, product launch and throughout the brand’s existence to ensure consistency.

Many people think creating a logo is the extent of branding, but nothing could be further from the truth. brand is your company’s personality.

Branding drives the emotional response your audience has to your message and brand. Branding means having a solid understanding of your audience, their emotional triggers. Branding will touch every single thing you do in marketing and PR too. Think about your social media voice – is it sassy or supportive? That’s a branding decision.

B2B firms often think they can skip the branding step, but it’s even more important for B2B brands to invest in clear, concise, industry consistent branding.

A strong brand has a clear voice and gives their customers & clients something they can self-identify with. When your brand fits into their self-story of how they seem themselves you’ll increase affinity and loyalty. The strongest brands have simple identities that rarely change. Think: Coca-Cola (happiness), Apple (innovation) Lady Gaga (acceptance). The strongest brands also always consider their brand when making big decisions (is this consistent with our brand and our customer’s expectations of us?)

All of the below-mentioned tools will support a brand initiative, the biggest key to a branding initiative is to be sure your company has complete clarity on the audience, key messages, and the desired emotional connection. Branding initiatives may include a call to action, but most prominently elicit an emotional reaction or response.

  • Website: with an emphasis design and layout that matches desired emotional response
  • Content: whether 3rd party or branded, designed and selected to enhance brand’s status in the customer’s mind
  • Advertising: with an emphasis on “WHY” the brand is relevant rather than the “how or where”
  • Events: designed with imprint a memorable experience, or attach a brand to a memorable experience, in the customer’s mind, as opposed to a “lead retrieval” strategy

PR: Influence & Social Proof


When to use it: to create awareness, educate consumers, develop trust with stakeholders.
PR is the art of influence and raising awareness. It’s the ultimate in social proof.

In this bucket, we find tactics like:

  • Events: brand-hosted events for customers, community or likely customers
  • Word of Mouth: campaigns that get people talking about your product, brand and key message
  • Media Relations: relationship building with journalists, writers, and bloggers with an emphasis on collaboration
  • Social Media: with an emphasis on key messaging and influencing the market

In PR you may not get editorial control, so don’t count on a strong call to action, although you may get a link or product recommendation, it will rarely come with a heavy sales action. The best PR is earned PR which means it didn’t come with a quid-pro-quo and that’s part of what gives PR enhanced credibility over marketing.

It’s not as if these tactics aren’t supportive of one another (of COURSE you can get leads from PR tactics), but your brand’s maturity, customers, and community will determine your overall mix among other things.

Marketing: Driving Leads

When to use it: after your brand is established and you’ve earned some brand trust.

Acquiring leads is job number 1 for marketing. Depending on your product marketing may also be the science/artform of conversion also.

In this bucket, we find top-of-the-funnel tactics including:

DIGITAL 

  • Website: Landing pages with a strong call to action
  • Content: blogging, lead magnets designed to support the customer’s buying cycle
  • Content: Webinars
  • Social Media: with a link-building and custom content emphasis
  • Email marketing: shopping cart abandonment, new product announcements, customer campaigns and promotions
  • Digital Ads: social ads and banner ads with a strong call to action for potential customers
  • Remarketing: including shopping cart abandonment and past and current customers

IN PERSON

  • Tradeshows/Festivals
  • Seminars

When to use marketing tactics:
Use marketing when your sales people are trained and ready to follow up with leads. Training your sales people to understand the lead source and where the customer is in the decision-making funnel will help increase conversion. Notice one of the key differences between marketing and branding content is the use of a strong call to action.

Have more questions about how and when to use these tactics? Get in touch with us.

 

Picture this: you’re a talented baker, and you’ve opened up a little bakery in your neighborhood.

You know your pastries are divine, but somehow, customers aren’t lining up at your door.

The culprit?

It’s not the quality of your baked goods but the lack of a specific secret ingredient: content marketing.

In this post, we’ll unravel the mysteries behind this powerful business tool, discover its many forms, and show you how to make it work for you.

By the end, you’ll have the recipe for successful content marketing to keep your customers returning for more.

What is Content Marketing?

Content marketing is the calling card of modern companies. Content marketing involves crafting and disseminating valuable, pertinent, and steady material to engage your audience and own your reputation. The goal is to drive profitable customer action and tell your story. However, instead of selling your products or services outright, you provide information that educates, entertains, or inspires your audience, making them more likely to trust your brand and become loyal customers. Content marketing for PR means creating highly trustworthy, premium content that builds your brand and company’s authority. Owned media is today’s calling card for fast-growing companies and ambitious brands.

The Tantalizing Types of Content Marketing

You may be surprised to learn that content marketing comes in many flavors, each with its unique appeal. Here’s an array of the most popular types of content marketing:

Blogs: The quintessential form of content marketing, blogs are excellent for showcasing your expertise, offering helpful advice, and building trust with your audience. They’re also highly shareable, increasing your brand’s visibility on social media.

  • Listicles: These viral blog posts feature lists of tips, tools, or resources, making them easy to digest and highly shareable.
  • How-to Guides: These in-depth articles provide step-by-step instructions for solving specific problems, making them highly valuable to readers looking for solutions.
  • Thought Leadership: By sharing your unique insights and expertise on industry trends and challenges, you can position yourself as a thought leader and build credibility with your audience.

Infographics: Infographics are the perfect way to convey complex data or ideas in an easy-to-understand and visually appealing format. They’re also highly shareable and can drive significant traffic to your website when promoted on social media.

Videos: From how-to tutorials to behind-the-scenes glimpses, videos offer a dynamic and engaging way to connect with your audience. They’re also an excellent format for storytelling, allowing you to convey your brand’s personality and values effectively.

  • Webinars: These live or recorded presentations enable you to dive deep into specific topics and provide value to your audience through expert advice and Q&A sessions.
  • Video Series: By creating episodic video content, you can keep your audience engaged and returning for more.

Podcasts: Audio content is on the rise, and podcasts offer a convenient way to consume information on the go. They’re ideal for sharing interviews, stories, and expert insights and can help you reach a wider audience.

eBooks: If you’ve got a lot to say on a topic, consider creating a comprehensive eBook that provides in-depth insights and establishes you as an authority in your field. eBooks can also serve as lead magnets, enticing visitors to provide their contact information in exchange for valuable content.

Social Media: Platforms like Instagram, Twitter, and LinkedIn are excellent ways to share your content, build a community around your brand, and engage with your audience. You can optimize your social media content marketing efforts by tailoring your content to each platform’s unique strengths and audience preferences.

  • LinkedIn: This professional networking platform is ideal for sharing industry news, articles about thought leadership, and company updates.
  • Instagram: This visually driven platform is perfect for sharing eye-catching images, behind-the-scenes looks, and short-form video content.
  • Twitter: With its short-form format, Twitter is ideal for sharing quick updates and news and engaging with your audience in real-time.

 

Case Studies: By showcasing the success stories of your customers, case studies provide social proof and demonstrate the effectiveness of your products or services, which are beneficial for B2B companies looking to build credibility and trust with potential clients.

Email newsletters: A well-crafted email newsletter can help you maintain regular contact with your subscribers, informing them about your latest content, promotions, and company news. Personalization and segmentation can further enhance the effectiveness of your email marketing efforts.

The Irresistible Importance of Content Marketing

“Great,” you might say, “but why should I bother with content marketing?” Here’s a taste of the benefits that successful content marketing campaigns can offer:

  • Builds trust and credibility: By providing valuable information, you demonstrate your expertise and show your audience that you understand their needs and challenges. It helps establish your brand as a trustworthy source of information and advice.
  • Boosts brand awareness: High-quality content gets shared and discussed, increasing your brand’s visibility and attracting more potential customers. Content marketing also enables you to reach new audiences by targeting specific keywords and topics that resonate with them.
  • Improves SEO: Search engines love fresh, relevant content. Regularly updating your website with new content will enhance your search rankings and make it easier for people to find you online. Well-structured content with proper headings, meta tags, and internal linking can improve your SEO efforts.
  • Generates leads: Content marketing enables you to capture leads through forms, gated content, and email subscriptions to give you a direct line of communication with potential customers. By offering valuable content in exchange for their contact information, you can build a robust email list that you can nurture into paying customers.
  • Nurtures relationships: By consistently offering valuable content, you can nurture relationships with your audience, turning casual readers into loyal customers who will spread the word about your brand. Personalized content and targeted email campaigns can further deepen these relationships and increase customer loyalty.

What is Content Marketing of the Future

The world of content marketing is ever-evolving. The future promises even more innovative and exciting ways to connect with your audience. Some content marketing trends to keep an eye on include:

  • Voice Search: As voice-activated devices like Alexa and Google Home continue to gain popularity, optimizing your content for voice search is becoming increasingly crucial. It includes focusing on long-tail keywords, natural language, and conversational tone.
  • Virtual and Augmented Reality: As technology advances, immersive experiences like virtual and augmented reality will offer new ways for brands to engage with their audience and create unique content. It could range from virtual product demos to interactive brand experiences.
  • AI-Generated Content: Artificial intelligence is already making waves in content marketing, with tools that can generate written content, design visuals, and even create personalized content for each user. While AI-generated content might not fully replace human-created content, it can enhance productivity and efficiency in content creation.
  • Interactive Content: From quizzes and polls to interactive infographics, audiences increasingly seek content they can actively engage with, offering brands a chance to stand out. Interactive content can also provide valuable insights into your audience’s preferences and behavior.
  • Web3: Some call this the next evolution of social media: a digital world in which we purchase products and interact with one another and brands.

 

The Art of Content Marketing Activities and Media

Now that you have some basic understanding of content marketing, it’s time to dive into the nitty-gritty. Here’s a rundown of the most shared content marketing activities and media you’ll want to explore:

  • Content Creation: This is where the magic happens. Develop a content strategy that outlines your goals, target audience, and the types of content you’ll create. Ensure your content is well-researched, engaging, and aligned with your brand voice. Allocate resources for content creation, such as hiring writers, designers, or videographers, and invest in tools that can streamline your content production process.
  • Content Curation: You don’t always have to create original content. Curating content from other sources can provide added value to your audience and establish your brand as a thought leader. Share relevant articles, infographics, or videos from industry experts, offering your unique perspective or insights, acknowledging the sources of curated content, and ensuring that the selected material aligns seamlessly with your brand message.
  • Content Distribution: Creating great content is only half the battle. It’s imperative to have a distribution plan that utilizes a variety of channels to guarantee that your content effectively reaches your intended audience. It might include email marketing, social media, guest posting on industry blogs, and syndication platforms. Tailor your distribution strategy to your audience’s preferences and habits, and continuously refine your approach based on performance data.
  • Content Promotion: Boost your content through paid advertising, influencer partnerships, or co-marketing campaigns with complementary brands. Experiment with promotion tactics, such as sponsored social media posts, native advertising, or content discovery platforms, to find your business’s most cost-effective and impactful methods.
  • Content Analytics: Keep track of your content marketing performance by monitoring key metrics like website traffic, social shares, engagement, and conversion rates. Use this data to identify patterns and trends, pinpoint areas for improvement, and make data-driven resolutions about your content strategy. Invest in analytics tools and platforms that can help you collect, analyze, and visualize your performance data.

PR: What is Content Marketing’s Role?

A content marketing campaign is only as good as the strategy behind it.  It takes time and energy to craft delectable content, whether that’s for social media, a blog post, or a compelling video; doing it right in a way that enhances your reputation with all stakeholders is worth the extra effort.  Follow these steps to create a breathtaking plan that will leave your audience craving more:

  • Define your objective: What do you like to achieve with your content marketing efforts? Whether it’s increasing brand awareness, launching a product, generating leads, boosting sales, or improving customer retention, having clear objectives will guide your game plan and help you measure success.
  • Know your audience: Develop detailed buyer personas that outline your target audience’s demographics, preferences, and pain points. By conducting market research and analyzing your customer data to refine your personas, you can create content that resonates with your audience to meet their needs. This approach can help you fine-tune your content creation strategy and ensure your messaging hits the mark.
  • Choose the proper content formats: Based on your audience’s preferences and your brand’s strengths, determine which content formats will be most effective for your campaign. Experiment with various designs and monitor their performance to find the perfect mix for your audience.
  • Audit your existing content: Look at your current content and evaluate what’s working and what’s not. Identify gaps in your content library and brainstorm ideas to fill them. Repurpose high-performing content into new formats to maximize its reach and impact.
  • Create a content calendar: Plan out your content in advance by creating a calendar outlining your content’s topics, formats, and publishing dates. It will help you stay organized, maintain a consistent publishing schedule, and produce fresh content that aligns with your marketing goals.
  • Establish your brand voice and style: To ensure consistency across your content, develop a clear brand voice and style guide. It should include guidelines on tone, language, visuals, and any industry-specific terminology or jargon.
  • Optimize for SEO: Perform keyword research to identify the terms your audience is searching for and incorporate them into your content. In addition, it’s essential to optimize your website for search engines by implementing appropriate meta tags, headings, and URL structures. It can improve your website’s visibility on search engine results pages and drive more traffic.Remember to optimize for voice search and local SEO, as these are becoming increasingly important.
  • Promote your content: A substantial content promotion strategy is essential for reaching your target audience. Leverage owned, earned, and paid channels to amplify your content’s reach. Feel free to repurpose or repackage content for different platforms.
  • Engage with your audience: Encourage them to interact with your content by asking questions, inviting comments, and responding to their feedback. Monitor your audience’s engagement and use the insights to tailor your content strategy and improve your content’s effectiveness. It will help build a community around your brand and foster loyalty.
  • Measure and analyze: Track your content marketing performance using key performance indicators (KPIs) such as website traffic, social shares, and conversion rates. Use the data you gather to make data-driven decisions and refine your content strategy for maximum impact.
  • Iterate and improve: Embrace an agile approach to content marketing by constantly testing, learning, and iterating on your strategy. Be prepared to pivot your plan as your audience’s preferences and the content landscape evolve. Always look for new trends and techniques to keep your content fresh and relevant.

Content Marketing Success Awaits

By understanding the importance of content marketing, exploring various types and formats, and crafting a well-thought-out plan, you’ll be well on your way to achieving content marketing success.

As you embark on this journey, always remember that the fundamental element of a prosperous content marketing campaign is generating valuable, engaging, and distinctive material that genuinely connects with your audience. Dare to be bold and innovative, and be proactive in experimenting with new ideas and formats. With creativity, hard work, and persistence, you’ll soon see your content marketing efforts translate into tangible results for your business.

Now conquer the content marketing world, one captivating piece at a time!

Investing in PR is a commitment, so before you get started, it’s important to be clear on the competitive advantages of PR. Clarity around these advantages can ultimately help you enhance your overall PR outcomes.

  1. Enhance Credibility

    A trusted brand will increase sales and revenue, but there’s an additional reason to use the competitive advantages of PR: the bank of trust and credibility. Building trust and credibility has it’s own brand value advantages, the third-party validation from credible media outlets positively affects capital raises, increased sales, and future IPOs. But there’s more, if you get caught up in bad news, have a product recall, or other upsetting news, the trust you’ve established with customers, investors, and journalists will serve you well as you respond to bad news. Depending on the news, PR could also save you legal fees, re-branding fees, or lost sales. Credibility and trust build up over time, and if given the opportunity, trust is a lot like reinvested dividends, they grow exponentially over the years, so it’s never too early to make deposits in the trust bank.

  2. Cost-Effective Marketing

    Paid ads require copywriters, videographers or photographers, a team of editors for content, and that’s before you ever purchase the space or pay the ad and marketing agency for their creative ideas and campaign planning. PR agencies specialize in creating opportunities that come at little to no cost, like creating buzz, word of mouth, or owned content. Product placements or executive quotes, interviews or public speaking opportunities, awards, these have little to no additional cost, and yet they lend 3x more credibility than an advertisement. So what’s the competitive advantage? Let your competitors spin their wheels on the ever-changing price of digital ads or the unknown impact of a print ad and instead invest in sticky earned media, with a predictable budget, that delivers awareness AND credibility.

  3. Increased Loyalty

    What would you pay to have 50% or more of your customers or clients be completely loyal to your brand, no matter how much your competition targets them? Competitive advantage PR campaigns that appeal directly to customer values or purpose have an enormous impact on customer loyalty and earned media. Purpose-driven programs also have the added competitive advantage of potentially appealing to a segment of journalists too. Well-considered PR campaigns will have the added competitive advantage of giving you more opportunities to communicate with your customers and give your employees more opportunities to humble-brag about the socially aware company they work for. And when the recruiting market is tight, giving your employees pride in their work saves on recruiting and turn-over costs.

  4. Playing with the Big Boys

    If you’re not already a household name, then one of the competitive advantages of PR is the statement that you’ve arrived. When media outlets start covering your products, you’ve entered into a rarified realm because less than 2% of all companies EVER receive media exposure, and we bestow those that do with more credibility. Simply appearing in an article with a household name elevates your company. At Avaans Media, our clients are hyper-growth companies or those in emerging industries, or developing purpose-driven campaigns – what all our clients have in common is when they come to us, they are in the mix, but not well known to key stakeholders, but when they leave us, they have measurable outcomes including capital investment, mergers and acquisitions, and IPOs.

  5. Leverage Your Other Initiatives

    One additional competitive advantage of PR is having them at the table when planning internal or external initiatives. PR experts can help you develop those plans with media reactions in mind. If you DON’T want press on something, PR experts will know how to enhance that outcome and will help you prepare if it hits the press. On the other hand, PR experts can advise how to leverage marketing initiatives for additional coverage. We’ve helped our clients identify many ways their investments in branding, partnerships, and even advertising can pay 3X more dividends through earned media.

 

PR is the choice of brands with big plans and that’s because the competitive advantages of PR can’t be beaten. Regardless of your strategic business goals, talk to the Avaans Media PR experts about them so we can advise you on the best ways to make those goals a reality faster.