Embed Size (px)
DESCRIPTION
Brand awareness, a cohesive brand identity, increased web traffic and revenue can all be accomplished when your PR strategy is aligned with your content marketing – here’s how!
Citation preview
www.tomorrow-people.com
Creating a unified PR StrategyBrand awareness, a cohesive brand identity, increased web traffic and
revenue can all be accomplished when your PR strategy is aligned with your content marketing – here’s how!
www.tomorrow-people.com
Ensuring your content marketing and PR is aligned is important because:
1. It creates a unified voice for your company.
www.tomorrow-people.com
Ensuring your content marketing and PR is aligned is important because:
1. It creates a unified voice for your company.
2. Both disciplines need each other to create an impact.
www.tomorrow-people.com
Ensuring your content marketing and PR is aligned is important because:
1. It creates a unified voice for your company.
2. Both disciplines need each other to create an impact.
3. It works - the average website conversion for companies with defined
processes is more than twice that of companies without.
www.tomorrow-people.com
Ensuring your content marketing and PR is aligned is important because:
1. It creates a unified voice for your company.
2. Both disciplines need each other to create an impact.
3. It works - the average website conversion for companies with defined
processes is more than twice that of companies without.
Making the unified voice a reality is easy if you follow these four steps…
www.tomorrow-people.com
Step 1: Create a vision statementA vision statement should outline what your company wants to be. Having a shared vision will:
Help employees set goals to advance your company.
Motivate and empower employees.
Inspire your customers.
www.tomorrow-people.com
Step 1: Create a vision statementA vision statement should outline what your company wants to be. Having a shared vision will:
Start the process by asking yourself these questions:
Help employees set goals to advance your company.
Motivate and empower employees.
Inspire your customers.
“What do we do – and for whom?”
“How do we excel?”
“What do our customers and
other stakeholders value most about our company?”
“How do we measure our
success?”
“What is our ideal future?”
www.tomorrow-people.com
Step 2: Create a content plan
56% of marketers are
doing content marketing without a plan - don’t be
one of them!
www.tomorrow-people.com
Step 2: Create a content plan
To create a content plan you need to:
Identify your personas.
Understand what content gaps are missing.
Create content ideas and an editorial calendar.
Have a publishing process, which ensures content is of a consistent quality and on-tone.
Understand how to distribute your content.
56% of marketers are
doing content marketing without a plan - don’t be
one of them!
www.tomorrow-people.com
Step 3: Plan your PR strategyYou’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges you’re facing and what you want to achieve from the campaign.
www.tomorrow-people.com
Step 3: Plan your PR strategyYou’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges you’re facing and what you want to achieve from the campaign.
How you will achieve the goals including the tactics you will use.
www.tomorrow-people.com
Step 3: Plan your PR strategyYou’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges you’re facing and what you want to achieve from the campaign.
How you will achieve the goals including the tactics you will use.
What types of people you want to target.
www.tomorrow-people.com
Step 3: Plan your PR strategyYou’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges you’re facing and what you want to achieve from the campaign.
How you will achieve the goals including the tactics you will use.
What types of people you want to target.
The publications, websites and social media platforms that you will target during the campaign.
www.tomorrow-people.com
Step 3: Plan your PR strategyYou’ve got your vision statement, some unique content to promote, but now what? Well you need a
PR strategy, which should include:
A summary of the challenges you’re facing and what you want to achieve from the campaign.
How you will achieve the goals including the tactics you will use.
What types of people you want to target.
The publications, websites and social media platforms that you will target during the campaign.
An action plan for who does what and when.
www.tomorrow-people.com
Step 4: Two becomes one!To work successfully together, departments must share plans -
communication is key to making it a success.
Repurpose content
Share resources
Share successes
Release conflicting messages
Use different tones and styles
Duplicate work
Do: Don’t:
Combine content marketing and PR to tell your brand story to increase lead generation.
Increase lead generation with PR and content marketing
DOWNLOAD NOW
