There are many industry experts championing content marketing as an effective means of building your presence. This technique involves creating and distributing valuable digital content (often text, but sometimes also images, video and other media) to attract, acquire and engage with defined target audiences. But what are some of the key considerations to have in mind when creating the necessary material?

Quality

What is often overlooked when generating content is the importance of quality over quantity. Simply creating noise is no longer enough, because only credible and useful information is likely to make you stand out from the crowd. Therefore, make the most of the expertise and knowledge within your business to create interesting and engaging news, comment, advice and guidance.

Relevance

One size never fits all, so knowing who you are trying to reach and then creating content that is relevant and applicable are essential features of any successful PR campaign. Try to engage with key stakeholders such as customers, prospects, journalists, partners, shareholders and employees with relevant information that is in line with their individual needs. Take time to understand their objectives, concerns and challenges rather than churning out canned corporate statements.

Tailoring

it is possible to use content across various channels to maximise your coverage and reach, but each will require a slightly different approach. If you are creating a press release then the methodology and structure will clearly not be the same as for a blog, yet the basis for both can often be the same. For example, a newsworthy development can be utilised across many chosen communication channels by the effective tailoring of the pertinent information to meet specific requirements.

Jasper Business Communications uses experience gained through many years in PR, marketing and journalism to create topical, thought-provoking and relevant content including press releases, articles, industry comment, case studies, blogs, newsletters, whitepapers and industry research.

To provide feedback:

Jonathan Symons
info@jasper-biz.com
+44 (0)20 8654 7618

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