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Creating content that stands out in a cluttered media landscape

by | May 1, 2018 | Public Relations

Every company knows that properly packaged and engaging content is a great way to stand out online. In fact, without the right content, it would be impossible for any brand to make the right impact on their target audience.

The problem is, the fact that everyone knows how important content is also means that everyone is doing it. The space is more crowded and cluttered than ever before, making it tougher for any business to stand out—and of course that’s where a great PR agency comes in.

There’s no magic bullet that will transform basic content into something with the power to engage and excite an audience.

However, here’s three things that today’s marketers can keep in mind when they’re trying to have the right influence with their content solutions:

1. It’s all about engagement

Encouraging customers to engage with content is a top priority, because when clients feel engaged, they start to build a relationship with the brand. Customers today want to work with companies that they feel connected to.

With that in mind, it’s important for every organization to work on building ways for their clients to engage with their content—whether that’s asking them to contribute to a live Q&A on Facebook, or simply adding a comment to the bottom of a blog. Brands should make sure to include a distinct call to action at the bottom of their content pieces to remind people of what they should do if they want to interact with the company.

2. Content isn’t just about text

Another thing to remember when it comes to making content stand out is that there’s more to this form of marketing than eBooks and articles. While written content is great for SEO and other purposes, it’s not the only option available, and many of today’s customers will much prefer to see content in other forms, such as videos and infographics.

Companies that are having trouble getting their clients engaged should consider using different types of content to speak to their customers. Doing this will allow them to explore how their audience responds to things like infographics, images, and live videos. Organizations will also need to track the results of their campaigns to see which ones are the most valuable. Remember, competitions and social media campaigns can be useful too.

3. Make it personal

Finally, in a world where content is king, many companies are simply creating posts because they feel that’s the right thing to do. Unfortunately, content for the sake of content doesn’t set you apart from the other people in your industry. Instead, it just adds more clutter to the marketplace. If companies really want to make a lasting impression on their target audience, one of the best things they can do is get to know what their customers are looking for.

Personalized content that addresses the specific needs and pain points of a customer base is likely to have a much more significant impact, because it answers the questions that specific people are asking. Whether you run polls and ask your customers what you want to see or use analytics for an insight into the content you should be creating, make sure it’s tailor-made for a specific audience.

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Ronn Torossian
Ronn Torossian is the Founder and Chairman of 5W Public Relations: 5WPR is one of the 20 largest PR Firms in the United States.

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