You spent countless hours creating that one piece of content that you think will go viral. Then the opposite happens: A few clicks from co-workers, a “like” from your grandma, and then…
No matter how brilliant your content is, it’s only as effective as its reach. Distribution is everything in content marketing.
This is where the world of content marketing and PR collide. Content marketers need PR managers to pitch their content just as much as PR managers need content marketers to create eye-catching stories.
With that in mind, here are some tips to get people other than your grandma to engage with your content.
PR to the Rescue
There are a number of ways PR managers can utilize their networking skills to promote your brand’s content. They can:
Network with popular bloggers via social media to get them to publish your content.
Expand your brand’s influencer marketing efforts to get influencers in your space to co-create, publish and share content.
Or go the traditional route and pitch your content to top-tier publications.
But, before you rally support from your publicist, you need to create the right kind of content: PR Content.
How to Create PR Content
Is it a newsworthy story? It’s a question people often forget to ask, especially when they’re under a lot of pressure to get more publicity for the brand. But it’s the one question that will make all of your PR content efforts pay off.
According to author Umberto Eco, “Every story tells a story that has already been told.” The trick is finding a new way to tell it: a new angle, a compelling study or perhaps a more colorful way to present it.
Here are some ways you can make content newsworthy:
Make it current. For example, create content that is relevant to the latest holiday that is coming up or the election that everyone is talking about.
Look at new trends and how they are affecting us.
Release a research report or study. This can be a more time consuming and costly route to take, but it produces interesting facts and statistics that journalists can’t necessarily get themselves.
Reference pop culture. Even if your product isn’t that sexy, you can always reference pop culture to spice it up. For example, take a look at this Fifty Shades of Branding post from MarketingProfs.
Sprint to Create, Sprint to Publish
Once you’ve created remarkable content, there are two ways to get it published:
Pitch exclusively to one top-tier publication at a time and wait a couple days between each pitch to see if you get a response before pitching to the next publication. The benefits: journalists like to hear that you’re pitching exclusively to them. Plus, giving them a timeline of a couple days will encourage them to review the content. If they decide to run with the content it will have wide readership.
Pitch to many publications and blogs simultaneously and let them know that you’re publishing the unique piece of content, such as an infographic or SlideShare, to your blog on a certain date. The benefits: even if top-tier publications are not interested in publishing the content, many bloggers and publications will be interested in being one of the first publications to publish it, especially if it’s a good story.