How to Create a Content-Driven PR Campaign

How to Create a Content-Driven PR Campaign

Sophie Barber
10 January 2019
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How to Create a Content-Driven PR Campaign

A content-driven PR campaign is all about telling the story of your brand. While you have many tools at your disposal during the creation of a PR campaign, focusing your attention on producing engaging content will allow you to really connect with your audience.

The creation of high-quality and interesting content will capture your audience, and allow you to position your brand as an expert source of information within your particular industry or sector. There are some key stages to bear in mind when creating a successful content-driven PR campaign.

Always begin with a plan
The first stage in creating your campaign is to develop a clear plan of action. There is no point producing content when you have no aims or objectives, as you may not end up reaching the right people. It is essential to consider your audience. Who are your customers? What do they love? What inspires them and what will resonate with them? If you can’t answer these questions, now’s the time to do some market research! Once you have identified your target audience, this will allow you to develop a strategy and tone of voice which will appeal, as well as choosing topics of interest for the content plan.

You can brainstorm topic ideas in advance and put these into a calendar so that you have a simple content-creation process. Of course, you may need to adapt your plan according to any industry news or changes, but it’s a good idea to have a basis for your content so you’re not starting from scratch each time.

Create a blog or online newsletter
Once you have a plan for your content-driven PR campaign, you then need a platform. This might seem like an obvious point, but it can be easy to fall at the first hurdle. A blog or newsletter is the most effective way to provide your audience with updates and keep them engaged with your brand.

It’s also important to regularly update this platform with interesting and varied content. This is beneficial for SEO purposes, as it keeps your website refreshed. It also helps to connect you more closely with your customers and gives them a reason to keep coming back to your website.

Combine digital and print content
While you might be tempted to neglect print media in favour of a digital PR strategy, this may actually limit your reach. Print media is still important so focusing on both areas, rather than just one or the other will allow you to appeal to a wider audience.

Many of us digest media online but it is also extremely simple to scroll past, click away or get distracted by another piece of information. In a digital age, print content seems to hold a certain authority for audiences, providing them with something tangible that they can keep and come back to. In order to maximise your outreach, remember to combine digital PR with print content.

Think carefully about social media
Long-form content should be a key part of your content strategy because it provides depth and knowledge (not to mention its great for SEO!). However, you also need to carefully consider your social media content. Is it engaging enough? Does it match the tone of voice you have created in your blog or newsletter? Keep your content, and brand, consistent across all channels.

You also need to remember to continually promote your blog content on your social channels. With so many people accessing news and articles through Instagram, Facebook and Twitter, this is key to ensuring your content is reaching your intended audience. You might even consider creating a social first content-marketing strategy, but this will depend on your audience and objectives.

Be authentic
Don’t produce content for the sake of getting something out there. Instead, create something that people can engage with and respond to. Your audience isn’t stupid and they are likely to recognise a half-hearted attempt at content creation from a mile away. Write on topics that genuinely interest you, as well as your audience, and provide ways for them to engage with you.

You can use your content-driven PR campaign as a way to really position your brand as the experts within your chosen field. People are often looking for advice and information on particular topics or new developments. If you are there to provide the answers for them, they will recognise you as an authentic and authoritative source.

About the author:

ADPR is a PR agency with over 29 years of experience in creating and delivering strategic communications campaigns for its clients across a wide range of sectors. The agency also has a great blog, which is updated regularly with industry news and PR tips and tricks.