Increasing the Value of Your Marketing and PR Efforts
By: Andrea Trapani
A significant amount of planning and strategy goes into successful marketing and public relations campaigns. From there, valuable time, effort and investment go into the tactics to accomplish a strategy. As a result, it’s critical to make sure all content created as part of the strategy is maximized and leveraged to its fullest potential.
Getting your content—whether it’s a great media placement, informative case study, video, interesting blog post, etc.—in front of the right audience is the key to effective maximization. It’s critical to think about your desired audience and the possible uses of the content after it’s published.
First, begin this process by making your content accessible on the Web—this is one of the most important aspects of effective maximization. Some things to consider when adding marketing pieces to your website include:
- Make sure it’s optimized with relevant search terms, so that it also helps your site’s search rank.
- Figure out a creative way to display the content so it’s visible and stands out. Create a dedicated news page, develop a montage of coverage, etc.
- Focus on keeping visitors on your website rather than linking to another site. Embedding your content is the best way to do this, but make sure you’re also keeping linkback etiquette in mind.
A great way to take it one step further is repurposing the content in a new and creative way. This may mean repurposing a case study into a viral-friendly visual infographic.
By eliminating a “one and done” mindset and realizing the full potential of each and every story, you can create a strategic marketing campaign out of your one winning piece.
If you have additional noteworthy maximization techniques up your sleeve, please share them with us in the comments!
