Posted by ajamison 1 year, 11 months ago

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A few months ago, our agency learned that more of our clients and prospects were in need of greater content marketing assistance. While we’ve always been a PR and Marketing agency, the majority of our work has primarily been focused on media relations. However, things are changing and that is no longer the case. Now more than ever, companies need to be their own broadcaster. What exactly does that entail? It means putting out quality content on a continuous basis. That content varies from writing to photos to video and can be shared on a blog, e-newsletter and social media channel. A recent survey from MarketWired confirmed this shift and revealed some interesting insights:

▪ PR and marketing professionals are using an expanding range of content in their communications: blog posts (55%), photos (29%) and news releases (24%) were identified as the content used most frequently by respondents. Newsletters, video, infographics and white papers were also named, along with case studies, webinars and tip sheets.

▪ A notable 61% of respondents said they are using influencers and brand advocates to help amplify their content, reach new audiences and increase engagement. For those who answered “no” to using influencers, they commonly cited budget and/or resource restrictions and not knowing where to start with an influencer program as their primary challenges.

▪ Half of respondents use visuals on a weekly basis to support their content efforts, and an impressive 30% do so daily. As consumers increasingly look for relevant and engaging multimedia content, it’s no surprise that PR and marketing pros are answering the call by producing and sharing photos, video, infographics and other visual content with their audiences.

▪ PR and marketing pros are taking advantage of opportunities to connect with and engage their audiences across multiple platforms. Twitter (75%), Facebook (73%) and LinkedIn (63%) are the most commonly used social channels for sharing visual content (video, photos, and infographics). Instagram, YouTube and Pinterest are popular choices as well, and social networking newcomers Snapchat, Periscope, Vine, and Meerkat also made the list.

PR professionals, be prepared. We are moving (actually, we're already there) in the direction of increased content marketing. It’s an exciting time as we will be counted on to help companies devise creative ideas to help them standout from the increased chatter occuring on multiple platforms.

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