Staying on Top of the Latest Trends
Regardless of what industry you call home, there’s always something new coming down the pipe. If you want to be a leader in your industry, you need to be one of the first people to hear about the latest trends, and then communicate that knowledge with your readers, followers, or customers.
This means you should incorporate the following into your PR strategy:
- Staying on top of trade journals
- Going to industry events and networking with industry leaders
- Reading and reporting on relevant news articles
- Keeping in touch with people who are “in the know”
A new report from the USC Annenberg Center for Public Relations and the Association of National Advertisers shows how the PR industry is changing. 88% of the PR professionals surveyed stated that digital storytelling is the next big PR trend, 82% said that social listening was the most important, and 71% said it was social purpose. As you can see, running a successful PR campaign means tapping into the zeitgeist, telling stories, and serving society a buffet of information they need to know.
As the line between content marketing and PR continues to blur, PR pros are starting to think of themselves as storytellers, finding topics and trends that really jive with media outlets and their readers.
As Don Baer, CEO of Burson-Marsteller, states, “We need to own and drive the changes that are happening rapidly in our traditional stock: integration, digital and social, and content development and creation.”
Using PR to Show Off Your Expertise
Finding the right stories to tell and trends to watch is only half the battle. Now it’s time to start writing press releases and telling the stories that people actually want to hear. Sending out a press release or reaching out to a credible online publisher is your opportunity to show the world that you are a leader in your industry. You’ve done the work of pulling statistics, interviewing influential people, and putting together a thoughtful take on the latest trend, now it’s time to deliver the goods.
Your press release writing strategy should get people excited about whatever it is that you’re talking about, whether it’s a major change at your company or a new survey that shows how your industry is changing. This means using words that get people’s attention, using facts that show your content is credible, and going one step further than the other guys by adding valuable insight.
Businesses are beginning to catch on as they’re making more room in the budget for public relations. Total U.S. spending on PR passed the $10 billion mark in 2016 and shows no signs of slowing down.
As Nicole Rodrigues, CEO of NRPR Group, writes, “CEOs and CMOs are looking for quick marketing growth hacks and don’t realize that third-party validation and strong press are the only true way to get your company’s story told.”
Maintaining Relationships with Your PR Contacts
Having your press release writer send out a few slam-dunk pieces isn’t enough to establish your company as a leader in your industry. You have to consistently turn out high-quality pieces of content and stay on top of every change that’s shaking up your industry.
Over time, media outlets and your contacts will start to think of you and your company every time a new trend emerges. The same goes for your readers. The more relevant, news-worthy content they see on your site, the more they will begin to recognize your company as a leader in your industry.
If your company doesn’t have the resources to stay on top of everything that’s happening in your industry and communicate it to the press, you can always lean on a press release writing service. They will find the stories and trends that matter most to your PR contacts and your readers and have the tools needed to craft the perfect PR piece. Engage with your industry and position your company as the leader you were always meant to be!
Let Article-Writing.co do the work for you
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It isn’t easy to find talented, reliable writers that do extensive research and provide the best content, but by avoiding the mistakes above, we’ve done it!
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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business.
Seems easy, right?
Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay!
Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action.
As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals.
Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content.
Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:
- Identify your target audience by reviewing your current consumer data and identifying who is investing in your business or reacting to your thought leadership materials so far. Look for trends to find why these people are interested and if others like them haven’t been reached yet.
- Conduct customer research to learn how they will respond to your thought leadership content. Request participation in surveys, polls, social media comments, and more to learn about your existing impression on your audience and how you can improve your platform.
- Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
- Find where your current and potential audience is active online. Catch their attention by being active and sharing your content marketing materials on these platforms.
- Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve.
- Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience.
Case Study: How Strategic Content Marketing Can Broaden Your Audience
In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.
For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread.
Our team of strategists recognized that with Dr. Desai’s thorough professional knowledge around the COVID-19 virus, he had the potential to become a reliable voice in a culture of people seeking answers. We created content for Dr. Desai that focused on sharing COVID-related insights to reach a wider audience, which has been a successful mission. Our thoroughly planned content reflected his industry expertise, which brought him attention from various media outlets and publications, including Forbes.
By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope.
Ready to Invest In Your Article-Writing.co Thought Leadership Package?
At Article-Writing.co, we understand that you have a lot on your plate. Let us share your voice on your behalf, so you don’t need to add more time to your busy schedule to write your own content marketing. Our strategists and creators will develop a plan to create engaging materials to represent your Thought Leader brand through your own specialized Thought Leadership Package.
Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.