Content marketing has developed into an effective online marketing tool. By distributing relevant content, consumers and prospects are directed to your platform. This can be a website, but also a mailing or a physical store. An essential starting point in the online marketing funnel.
You can use content marketing even more effectively by distributing your content on other websites via PR. This way you not only create a wider reach, it also promotes your SEO thanks to link building.
Link building: the much forgotten part of content marketing
An important part of content marketing is Search Engine Optimization (SEO): by publishing the content online you increase your findability in search engines. But content marketing often forgets perhaps the most powerful part of SEO, namely link building. Why is link building so important? Three reasons:
By getting your content published on other websites, you build referrals to your platform, so search engines rank your domain even higher.
Other (journalistic) websites have a large visitor base, which is also open to the content that is published there. That ensures “warm leads” that click on the link to your landing page.
These sites are also more easily found in search engines and because of their authority, the CTR is higher. Your article is therefore read earlier than when you place it on your own site. But how do you get your content published on other websites? This is where PR comes into play.
The role of PR in content marketing
By applying the principles of PR within content marketing you can get your content published on other websites. Follow these three steps:
Step 1: relevant content
The mechanism of content marketing is relevant content: content that the reader wants to read. However, the board is sometimes missed here. Companies communicate what they want to communicate. Offers, discounts and loyalty programs, all commercial and therefore only relevant if the reader is really looking for them. But what about tips about the product or service you offer?
The real test of whether your content is relevant is to offer the content to websites that write about the subject. For example: you have a webshop in designer clothes and you have written an article about how best to clean jeans. That could be relevant information for a lifestyle blog.
So when writing content, always rely on the reader of a particular medium. Does the article add value to the reader? Then it is more likely that other websites want to post the content.
Step 2: how do you get your content posted on other websites?
Since the digitization of news media, revenue models of many news sites have changed. Income is not only recruited from digital bannering, many content collaborations are also entered into. The brand pays for so-called advertorials: an advertisement in the form of an editorial article.
So keep in mind that the free posting of content for many websites goes against the revenue model. However, if the content can contribute in any other way, it will become interesting for the sites to publish the article. Think of: high news value (for example a product announcement), exclusivity (the website is the only one allowed to publish the content) and relevance (the article is so relevant to the target group of the website that it generates a lot of extra visitors).
You increase the chance of publication mainly by looking up your target group. There are plenty of niche sites, so connection can always be found. In addition, many of these sites are already designed for third-party content: relevant content from partners is published via so-called ‘guest blogs’. Often this is done on behalf of a person, for example an expert, and not from a company or organization.
There are also websites that offer the possibility to post your content yourself, via a so-called news “wire”. Sometimes for a fee, but these websites can also ensure the further distribution of your message.
Step 3: the place of PR in content marketing
If you apply PR within content marketing, you do that from the ground up. Apart from the content being aligned to the goal, you also have to adjust the order of distribution. PR always comes first, as news value is an important mechanism for PR. Is the content already available everywhere? Then another site is less likely to take over the article.
However, this tactic can provide new input for your further marketing strategy. A publication on a news medium is again shareable on social media or in a newsletter. The authority of a third party makes the article even more interesting.
The advantage of publishing on other websites can also be a limitation: the other sites are less likely to place links to your landing page. Usually only a link to the main domain is placed or only a mention of your company or organization name. So make sure that your landing page is also easy to find with the different search engines. Because those interested will Google you in response to the article they have read.
Conclusion: you can use content marketing even more effectively by having your content published on other websites via PR. This not only provides a greater reach, it also contributes to your SEO thanks to link building.
However, take into account the principles of PR: the content must have a high relevance for the reader and to increase the chances of publication on other websites I advise not to distribute the content before it has been published elsewhere.
PR is a profession in itself. If you want to get the most out of your content strategy, please contact a PR expert. Not only does his or her knowledge help you position your content, the specialist’s media network also provides more traction.
By: Chris Peters (Crisp Communications).