Consider paid content as part of your marketing mix

It’s long been known that people love stories that touch their hearts or relate to their experience in some way.  And PR people are good at story-telling.  We’ve been doing it for years – identifying interesting stories relating to our clients’ businesses or organizations for the news media to feature.

Enter content marketing, which provides an opportunity to attract your target audience with story-telling that specifically addresses their needs and desires.  The use of content marketing in public relations is not new; what is somewhat new, however, is the use of a combination of organic (non-paid) and paid content by marketers on their preferred social media platforms.

While paid content is unlikely to take the place of traditional advertising, it is often less expensive and has the benefit of offering some useful information in the form of an article or video, which enhances its credibility.  That makes it a good addition to the overall PR/marketing mix.

Whether paid or organic, here are some essentials to attracting the right audience to your content:

  • Make it Compelling: Your content has to be something that your audience wants to read.  That requires a strong narrative and more focus on their needs and desires and less on your product or service.
  • Target with the Right Platform: Do some research to find the preferred sites for your audience. For starters, Facebook is the top choice for reaching consumers; LinkedIn is better for B2B marketing.
  • Think Video: Attention spans get shorter every year (currently estimated at 8 seconds by a recent Microsoft study), and research shows that nearly 60% of B2B audiences prefer watching video over reading text.
  • Include a “Call to Action”: Free samples, discounts, coupons, etc., are not just ways to get people to try your product or service; they can be an indicator of the effectiveness of your message since they measure audience interest.

Posted by Margot Dimond

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One thought on “Consider paid content as part of your marketing mix

  1. I see this kind of post all over the internet and admit that some of the articles are really good. They can’t be too obviously promotional though, or I just get turned off.

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