Posts tagged Internet Marketing Consultant

Peter Zmijewski

PR and Communications bring in a great amount of content creation from making a messaging strategy to content for the newsrooms. PR content which may be optimized, socialized and publicized would include blog posts, press releases, case studies, social media content, newsletters, contributed articles, white papers, events both online and off. Whether it would be text, image, audio or video, a lot of PR pros would be involved in content creation on a regular basis.

Content would be the currency for creating social relationships that may boost earned media. Intensive research is also a factor in the production of content—a procedure which would include optimization of data through various tools, including keyword research options like KeywordSpy.

Digital marketing would have the task of demand creation plus developing leads, and content would play an instrumental role in those and for several other marketing objectives. From content marketing strategy moving on to websites and microsites, content would be the basis for effective digital marketing. Content marketing tactics have been covered in the past, but these may include blogs, landing pages, social media content, advertising, webinars and all media formats from images to video up to audio.

Having an understanding of the role content plays in going to both brand awareness plus customer acquisition goals, the opportunities for integration between digital marketing plus PR are clear fast.

Aligning of Goals

When you view common Public Relations focused goals, these would often incorporate: Boosting Awareness plus Exposure, Influence and Positioning, Put Up Mindshare, Educate Audiences, Thought Leadership, Reputation, Growing Networks plus Engagement and even Increasing Sales.

Often such goals would be achieved in a variety of efforts which would leverage or come up with content. Digital PR tactics may range from media relations to get editorial coverage in publications to events to working with influencers and social networks. Announcements, publicity, promotions and buzz would be the domain for PR and communications professionals.

A couple of the metrics digital marketers would be held accountable to put in increasing web traffic, leads plus sales. Content Marketing goals would also incorporate revenue related objectives including order volume, frequency and profitability. Efficiency would also be aligned with content marketing performance as measured through shortened sales cycles, referrals bottom line ROI for marketing investment.

As both marketing and PR would both preach an increase in sales, it would make sense that PR has to be involved with content marketing in the initial stages to identify what would really be promotable from a media relations perspective. Building publicity plus media relations activities into the content marketing planning process would aid marketing in extending the reach of its message plus improve marketing performance.

At a similar time, PR will have early exposure to promotable brand content to successfully achieve media coverage and network growth as compared to trying to make magic happen with last minute requests.

For both your marketing and PR, there may be a measurable effect on sales and we are all aware revenue would be the language everyone is aware of.

Thing in Common

An extension of aligning goals between marketing and PR would be to locate the win for those that you would partner within the organization. Find out how marketing assets can be utilized to improve the ability for PR to acquire media coverage. At a similar time, you need to go into how PR may play a role in content marketing amplifying to improve reach plus performance. Get volunteers to test cooperative efforts between digital marketing plus PR.

Some common ground opportunities for digital marketing and public relations would include:

1) Messaging and Story

2) Content Planning

3) Coordinated Social and Media Relations with Amplification

4) Social Listening for Buying Signals

5) Content Placement

6) Optimizing Messaging Based on Marketing Performance Data

Having the coordination of marketing and PR in content marketing efforts may find common ground required to execute on particular goals. The alignment of objectives may lead to development of new ways to work together that make a win for everyone in it.

Create a Business Case

Goal alignment plus common ground serve as a framework for making a business case. Locate a low hanging fruit opportunity with motivated collaborators to display how digital marketing and PR integration may improve getting to business goals. Then sell the results with performance metrics which execs may appreciate.

One of the most basic examples of such a collaboration would be a co-created thought leader ebook. We have made quite a few of such and they show the integration of key marketing and PR in a manner that would be pretty easy to demonstrate value for both awareness and network growth, an also traffic and sales.

Co-developed content would make an incentive for participants to promote content object. Publicity, content repurposing, targeted ads, email promotions, social promotion plus optimization go together with thoughtful messaging to make an integrated marketing and PR asset that would give a large amount of value for PR and marketing goals.

In the world of digital marketing, skills acquisition would be as competitive as it has ever been with PR ranking high. With a lot brands publishing content and also competing with publications in the industry, the need for integrated marketing and PR functions in companies would be a necessity.

Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru”. He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.