As consumers strive to interact with brands on a more personal level, content marketing continues to gain traction throughout the communications field. Content marketing can transform a brand into a media production company, such as Red Bull, which has been called "a publishing empire that happens to sell a beverage."
Here are five PR tips on producing the best content marketing for your company:
▶ There are no boring subjects, just poorly told stories, disinterested audiences and lame content.
▶ Don’t talk about yourself: Talk about your audience. Know what is relevant to them, and then show you understand them
-- David Patton, VP and editor in chief, Waggener Edstrom Worldwide
▶ Be a publisher, but commission 'authors' and 'retailers' through content and distribution partnerships.
-- Eliza Anderson, global PR manager, Intrepid Travel
▶ Start with the content you have. You may have whitepapers, print articles or other content that you can repurpose online. I am amazed at the breadth of information that our engineers and product managers have amassed over the years that is still very relevant, but hasn’t seen the light of day.
▶ Be brave. Digital marketing is like riding a bike: You are going to fall. It’s going to happen, but you have to keep trying new technologies and methods to find out what will work for your brand.
-- Chad Melton, manager, digital marketing and user experience, Ingersoll Rand
Want to hear from more experts on content marketing? Register for the June 18 PR News' Content Marketing Boot Camp in New York City.
Follow Lucia Davis: @LKCDavis