Finding the Stories That Resonate
As a PR professional, you know a good story when you see one. But so much of what drives certain content to be considered “newsworthy” is happening on social media. Having a high-profile influencer retweet a message or hundreds of thousands of followers talking about a new product is the new PR gold standard. Members of the press are also looking to social media for clues as to what topics and stories will burn brightest online. So, if you want your stories to resonate with the press and your target audience, you need to keep your eyes and ears plugged into Twitter, Facebook, and Instagram.
Clearly, PR and marketing professionals are catching on. Marketers spent and many expect that figure to rise to 13% over the next year. After all, social media allows companies to cut out the middle man. They no longer have to depend on the whims of publication editors or click-bait articles. They can take their stories directly to their customers.
Changing the Tone, Not the Message
Social media gives you the opportunity to engage with your audience in a way that feels personal. You can appeal directly to your audience’s questions and concerns, so they feel that they’re interacting with a real human being, not just some robot that represents the company. As Lithium reports, 78% of people who complain to a brand on Twitter want to see a response within an hour. That means you need to have a dedicated team in place that’s actively engaged with your audience on social media.
Even if the message is basically the same as the one you’re sharing in a press release, this gives you a chance to expand the reach of your story, dressing up the details in new and interesting ways. You can also use social media to spread new and original content that furthers your message. Maybe it’s a short video clip or a stunning image from one of your company’s events. Whatever the message, social media gives you the freedom to create and experiment.
Creating Stories with a Middle and an End
In today’s world of PR, a story doesn’t end when the press release goes out. It lives on in the far-reaching channels of social media. If you have a buzzy-worthy topic or event, your followers will continue spreading the word long after the press release has come and gone. This is how you know you’ve really tapped into the zeitgeist.
As Amanda Miller Littlejohn, an award-winning PR executive, writes for Mashable, “While I don’t believe the press release is dead, it has been transformed, to become this living, breathing thing. If a release doesn’t have a social element — that is, a way for viewers to comment or share to their social networks — it doesn’t have legs.”
Once the story breaks, you can log onto to your company’s social media channels to feed the flames. You can respond to customer inquiries, ask meaningful questions to engage your audience, and see your stories through to completion. Once the buzz starts to die down, it’s time to move on to the next story.
Social media should be an integral part of your company’s push to get noticed. If you’re not sure how to best leverage your social media campaign for PR, consider working with a professional content writing company like We’ll help you find and create the stories that truly connect with your target audience. Contact us for a quote today!
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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.
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Let us help you strengthen and broaden your consumer base for continued professional success. Book a call today.