Today, I bring you a guest post from colleague and friend Jane Tabachnick.
Jane is a digital strategist who focuses on PR, marketing, product development, and publishing services. She’s been named one of the 100 Most Influential People Online by Fast Company and is the co-producer/founder of The Self Publishing Conference. As she says herself, ” I like to think that I live at the intersection of technology, PR, marketing, and content strategy. (It’s a busy corner!)” You can find her at www.janetabachnick.com.
And here are Jane’s thoughts on PR and content marketing:
There are 2 great reasons PR should be part of your content strategy.
“We are living in a world now where visibility creates opportunities and reputation builds trust,” according to Dan Schwabel, author of Promote Yourself and a Forbes magazine contributor.
Your content can achieve both for you – create visibility and trust – in one easy step with public relations. Consider this: you are already creating content. Why not designate some of your pieces for public relations. You’ll need a few strategic pieces written for and pitched to targeted media where your audience already flocks.
There is only upside to this strategy; if your pitch gets picked up and your story featured, you will get written about by the media and receive all the benefits that come with publicity. These include increased visibility, celebrity, and free coverage that is more powerful than advertising. Media coverage also implies that the media are endorsing you – the equivalent of a 5 star review on Yelp or Amazon.
Forbes magazine called these times we are in the Reputation Economy. Those endorsements, whether media coverage, customer testimonials or reviews, all provide third-party credibility or the social proof that your prospects seek and use to evaluate you on before deciding to do business with you.
That which a third party says about you is also called earned media. It clearly carries more weight in consumers’ minds than what you say about yourself, which is referred to as owned media.
Back to your pitch. Let’s say for some reason the top 3 media outlets you pitch, don’t run your story. You still have a good piece of content ready to go for your own blog, Google +, or newsletter. As I said, there really is only upside to this strategy.
Incorporating PR into your content strategy doesn’t guarantee you will get media coverage. But just like another big payback gamble, you have to be in it to win it.