Content and PR come together to create a virtuous cycle: well optimized blogs drive more traffic to your site. Content from blogs can be re-purposed as a piece of contributed content to an appropriate publication, to build out your social media arsenal, or to form the basis of a targeted media “pitch” to a reporter or editor in an influential publication. Thought leadership is always being advanced on the company’s own site as well as through earned media coverage.
Here’s how the content and PR journey might look for a single piece of content:
Blog post announcing a new product offering and strategic partnership (content marketing)
Email to existing readers (content)
Social media (content and PR)
Employee announcement (content and PR)
Bylined article from C-suite level executive pitched to trade publications (PR)
Press release with targeted pitches to specific media (PR)
LinkedIn article from CEO (PR)
Leadership talking points in preparation for employee questions, media interviews, investment analyst inquiries (PR)
Now that’s a hard-working piece of content!
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