The line between public relations and content marketing continues to blur as digital becomes the rule when it comes to promoting a brand. It is increasingly difficult for companies to understand changes in their audience behavior and create awareness for their brand in a market that is becoming increasingly crowded and noisy. In this circumstance, Armenia Cell Phone Numbers the data becomes crucial; Public relations professionals (PR), as well as content marketers, must have measurements and KPI analysis behind the telling of each of their stories and the promotion of their brands. But while many articles look to the future and predict that Artificial Intelligence and Virtual Reality will change the way PR and branded content work, we must focus for the moment on the current reality and see how we can use the tools and data with those that we already have. Entrepreneur recently pointed out three key elements that are indisputable in the new paradigm of public relations and content marketing. Here we break them down and also add examples to explain it better. If you work in the world of PR or digital marketing , you should keep an eye on: 1 Visibility on Google matters more than ever As public relations moves from traditional magazines and newspapers to digital media, a critical factor is the visibility of the content in search engines, that is, Google. When PR agencies place content or news in the media, they are used to generating reports indicating in how many times their client’s note was published. With all the hearts that we will break, it must be said that today that is irrelevant per se.
Why? Because quality matters more than quantity. Let’s think … if none of these media appeared on Google when the user did a search related to the news, it is as if they had never existed … but to make it clearer, let’s look at an example. An example of how public relations and content marketing interact today A few months ago, the digital marketing guru, Ann Handley , came to Mexico . We were within the group of media that would promote the event. We develop relevant content and optimize it with SEO. Which it was the result? When the search was done on Google: Ann Handley in Mexico, we appeared in position 1, even before WOBI, organizers of the event. We repeat then … if a brand hires a PR agency to place its content in digital media, but this content does not appear when the user does a related search on Google, what good is it that it has been published in 32 digital media or more? Quality over quantity. Another example of public relations and content marketing We did the same job with the LGBTQ bottle that Bud Light just announced. In this case we were not part of the contracted media, however, it seemed to us a relevant case of reputational marketing and we wanted to show it to you on the site and explain it. What do we achieve by working this content well? Appear in position 2 on Google, even above many media, when the Bud Light LGBTQ search was performed. Just as information we will tell you that the first 3 Google results in the SERP or results page, take almost 50% of all clicks.
If your content does not appear on the first page … and preferably in the first places, what chance does it have of being found and read? Content marketing, publishers (media, blogs, vlogs) and public relations are no longer separate entities. PR must consider this reality and work accordingly with them if they want to be on top of searches, which is one of the most common activities the average person does from their mobile phone. (See what are micromoments ). And if you still do not believe it, let us tell you that the main traffic channel to the sites is not social networks as many believe … it is organic search! SEO, content marketing, and digital PR share a common goal of getting your brand message in front of your customers when they actively seek it out. Armenia Phone List When content on a well-positioned blog or on a prestigious media site talks about a brand and links it, it gives it credibility in the eyes of readers, but also in the eyes of Google. When several media link to a brand’s site, search engines begin to consider it as more relevant and raise its rating, so in the future, this site will tend to appear more times and higher in searches. So if 10 well-positioned sites talked about the Miniso plush campaign , the brand’s site will grow in authority and automatically start to appear more times in Google searches. This is another benefit of creating good content and linking it to the brand’s site.