Public relations and marketing are communications practices deeply entrenched in relevant content. While one discipline uses tools such as news releases and positioning statements, the other leverages glossy, image-rich brochures and catchy taglines. What continues to be elusive to some companies is the magical element of “content connection.” Content connection is the process of creating engaging, relevant content audiences crave that pushes them to a call to action, such as to like, share, review or buy. The first step in making the connection is to attract people to your business – to let them know you exist, what you do, what you stand for and what you can offer. How can your company begin to attract more customers?
- Choose a niche and exploit it.
Passion and expertise are the foundation for great content. Write what you know and write what you love. If businesses build content based upon both, authenticity will ooze with ease. Take, for example, an insurance company. Insurance companies can easily blog about the benefits of insurance and add local success stories proving those benefits (e.g., a business that was successfully rebuilt and reopened after a fire burned it to the ground). Creative stories highlighting home tips that lower repair costs will keep customers engaged, while special discounts or offers for things such as car maintenance (oil change or car wash) will ensure they stay for the long haul. Don’t try to be all things to all people. Focus on what you know.
- Make it personal.
One thing that differentiates every company is its personal story. Personal information connects people. If your business formed during the recession, include that detail in your company overview and within your content. Talk about the origin of your company or product. Is your brand connected to a cause for a special reason? Sharing personal details helps establish trust with consumers. Large corporations no longer seem mammoth; they feel neighborly.
- Build in a creative sense of urgency.
Social media platforms today offer keys to how the population is engaging with digital media. Snapchat’s disappearing stories, for example, are likely at least part of the reason both Facebook and Instagram added their own form of disappearing story features. Brief snippets available to a specific audience for a limited time creates a sense of urgency that delivers a “push” element that resonates with a more time-constrained demographic. Share creative content using new avenues to generate a unique sense of urgency and boost engagement.
Content creation has shifted from intrusive to educational and interesting. To attract more followers, fans and customers, companies are now pursuing inbound marketing techniques. In doing so, strangers are becoming champions for companies around the globe.
Making the elusive content connection is easier when you have professionals trained in inbound marketing to support you. Axia Public Relations offers a terrific resource to help you get started with inbound marketing. Download Axia’s complimentary guide today to give your company a head start in making the content connection.
Wendy Bulawa Agudelo has nearly 20 years of experience in technology, business, consumer and nonprofit public relations. She serves on the Massachusetts Down Syndrome Congress PR Task Force and is a culinary enthusiast and champion for the special needs community. Wendy has worked for Axia Public Relations since September 2014. Learn more about Wendy Bulawa Agudelo. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.
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