Do you know how many emails we receive every day from brands and PR agencies asking us to publish some content? Lots! Some are tactful to look for it, but others it is clear that they have not understood the relationship between PR and digital marketing at all, and that those media that take care of their reputation will not give up their spaces so easily. Guatemala Phone Number List Many years ago, when a PR agency wanted to spread a message from its client, it wrote a press release in a rigid format, (which it repeated over and over with each new shipment), and bombarded as many people, media and influencers as it had. in your database. Wait… Did I say many years ago? For many the process has not changed and they continue to do the same! If you are lucky enough that some publish it, wonderful! It is publicity that you can quantify and therefore assess a price, which you will report to your client. That was the old scheme (which still applies to many) … it worked perhaps 20 years ago, when newspapers were still only read in print. Today … we are not so sure that the model pulls with the same traction. public relations and content The current relationship between PR and digital marketing Let’s say it loud and clear … the media, bloggers, influencers who are well understood in digital do not give away spaces in their media with such simplicity, much less links.
The spaces do not give them because they take care of their reputation, they know that only exceptional content (at the audience, SEO and social level), must be published. The links do not grant them either because they know that they can be sold, since a good backlink is pure SEO. So when a PR agency follows the old school in terms of formats and distribution, many of us just smile … and we do it more when we get emails that “offer” us excellent quality content adapted to our users. How the hell do they know who our users are and what they want to consume? They don’t even realize who theirs are! What should agencies do? PR agencies should start to think more of content marketing as a new way of doing public relations, and less of clumsy mass distribution. Creating specialized hubs for your clients is a good alternative. This is part of PR in the age of content and social media . And on the other hand, they should strengthen relationships with the media, bloggers and influencers and not just ask them for favors in the old fashioned way to publish their content. Companies and brands that want to compete in the market must establish a content strategy and a solid link with publishers through their PR agencies… if they want to retain, retain and expand their target audience on the internet; and agencies must professionalize in this regard. Smart distribution Keep in mind that talking about content marketing is not only about creating content.
It involves an effort to understand the audience, their problems and interests and then generate ad hoc content, because otherwise it will not resonate or be shared … and what good would it be to create a good infographic, if only 10 people will read it? The distribution of content is a key part of the strategy. Reaching out to the media, bloggers and influencers is not an easy task but it is not impossible either. You need to give them valuable content, well optimized, and treat them like human beings, not like machines that must publish what you send. This is understanding the relationship between PR and digital marketing. Perhaps it happens that, when companies and agencies think about content creation, the last thing they take into account is how to make the media efficiently share said content? Well, Guatemala Phone List there are a number of factors that can also help improve results and get more links. Let’s look at a report from Attachmedia. The study Attachmedia has carried out a study on what and how the media or publishers prefer to send them content so that they can disseminate it on their websites. For example, in this study it is shown that 9 out of 10 media prefer to receive content by e-mail and not on social networks. Another important data shows that in the morning it can be more effective to contact the media so that they can plan how to share said content. In short, it is better to take a look at this infographic so that we can better understand what is the relationship between PR and digital marketing.