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PR Tips for your Business



PR Tips for your Business

Being noted is not easy for new businesses, regardless of their size and niche, and staying on the radar is a challenge even for well-known, global brands. It’s not simple to build a long-term trust relationship with customers while attracting new ones, especially when you need to keep all of them satisfied at the same time. And there is where PR strategies come in handy.  

There is a sea of options today for effective internal or external communication with your target audience, from social media to newsletters, press releases, blogs, websites, YouTube videos, and the list goes on. But if these pages are not properly fed with high-quality content, if you don’t have a coherent brand identity, or if you don’t provide effective customer support, all the company’s efforts can go down the drain.

More than being aware of what’s going on within your industry and what competitors are doing, the most important practice is planning strategies in an organized timeline. You don’t want your brand to be seen as an amateur by future or current clients. To get off on the right foot, the main PR strategies are:

Know your target audience

Before creating any content, regardless of the company’s segment and size, the first step is knowing your audience. Who is your target audience? What is their age? This information will help with how you should talk to them. What do they consume and look for on the internet? Which social media platforms do they use more? These details will direct you to find the ideal periodicity and post formats.

In communications, success is not based on when we talk, but how we talk. You’ve probably noticed before that the way you chat with a kid is different from your tone in a meeting with adults or elderly people. With PR, it is not so different. Analyzing the writing and design style while creating newsletters, social media posts, and website content will allow your company to talk to the “right person”.

Invest in social media  

According to Global Statistics, Canadians have taken to social media like never before, spending about 1.46 hours on social media daily. This year, the number of social media users has increased to 32.2 million across the country. Moreover, the people of Canada are gradually switching from desktop to mobile devices like smartphones or tablets. 30.65 million are using social media via mobile devices.

Your target audience is probably spread out across TikTok, Twitter, Instagram, Linkedin, and others, so you need to be there to reach everyone through quality content (Q&A, surveys, reels, and new tools) to increase engagement. Social media algorithms are smart and know how to qualify your posts based on engagement rates. A good support channel is also important on these pages since many followers send complaints, questions, or suggestions on social media.  

Build trust and a respectful relationship with journalists  

Knowing a reporter’s editorial line before sending each press release or story idea will avoid spending their time unnecessarily. A good step is thinking like a reporter. To write a relevant and informative press release, it’s important to be unbiased, mentioning facts without sounding like an advertisement. Once they know you’re neutral and can help with future stories, chances are high they will come back and get you mentioned in the future.

Think local  

To approach people organically, especially for new companies, an effective strategy is becoming a local reference since people prefer the convenience of investing in quality products or services in the city where they live.  

Thinking about press releases, creating a local and complete mailing to catch the reporters’ attention when you have a story tip is a good way of building a healthy relationship with producers and reporters. The focus is to become a reference in your industry and be a trusted, unbiased source when they need one.  

If the company wants to try a marketing strategy with a digital influencer by investing in paid posts, it will probably be more affordable to partner with a local and smaller one. Although local influencers may not have a nationwide reach, they can provide you with higher engagement rates and are known by locals.

For newsletters, blogs, website content, or social media posts, thinking local is also the best approach for consistent and healthy growth. The closer consumers feel to the brand and see it as something viable to invest in, the closer the company-customer relationship gets.

It’s common to find companies concerned about the number of followers on social media, coming up even with sweepstakes to increase their following at all costs. This strategy is not effective since many people uninterested in your product will be just momentarily attracted to your page. Having conversions in mind, it’s better to have 500 followers organically interested in your service than 10,000 random users who started to follow your page for another reason.  

What are your differentials?

What differentiates your company from others in the same industry? It’s important to emphasize that on all communications channels the company may have.  

Since founders, CEOs, and managers always think their product is more special than it actually is, it’s important to evaluate some aspects, such as why this product or service is special, why is different from others that already exist, how it will add to everyone’s lives (price, ideology, technology, etc.)  

If you’re not seen, you’re not remembered, and that couldn’t be truer these days. To be noticed and achieve constant attention from potential or current consumers, it is essential to be present where people are, generating high-quality content and appealing design.

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7 Steps to Use It in Any Campaign + Examples



7 Steps to Use It in Any Campaign + Examples

Although you may have a desired path for your potential consumers to take when they interact with you online, the truth is you have no control over it.


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Want to Build a Content Marketing Career Path? Here’s What to Do



Want to Build a Content Marketing Career Path? Here's What to Do

What Does a Content Marketing Career Path Look Like?

Are you looking to pursue a content marketing career path? You’re in a good place. Content marketing is blowing up, set to be worth $600 billion in 2024 (Technavio research).

What’s more, 89% of companies that hire content marketers plan to either continue or increase their current investments throughout 2022.

If you have natural writing ability, a knack for creativity, and are driven by data, content marketing may just be your dream field.

But, what does it take to be successful in content marketing? Are there specific hard skills you need to have? Let’s take a closer look.

Why Choose a Career in Content Marketing?

For starters, it’s a growing field with a lot of opportunities. Additionally, it allows you to be creative and work independently – two things that are increasingly important in the modern workforce.

Growth Industry

Content marketing continues to grow as an industry for one main reason; it works. In a recent Semrush survey, 73% of companies who increased their content marketing spending from 10% to 70% of their total marketing budget were very successful.

In addition, 72% of companies have stated they plan to increase their content marketing budget in 2022. As the industry continues to grow, the need for individuals in the field also increases.


While having a career that feeds your creativity can be rewarding, the paycheck is a significant factor.

As a content marketer, you can create a stable and solid income. The average base salary for a content marketer in the United States is $56,036. Not too shabby for an entry-level position.

It only goes up from there. According to PayScale, the median base salary for a management position is $70,332 and $168.183 for an executive-level role.

Continued Learning

One thing a career in content marketing won’t be is stagnant. The way people consume content is constantly changing, meaning the way you create it will also shift. You’ll need to stay updated with the latest trends and best business practices.

The learning doesn’t end there. Depending on your role, you may be creating content for various industries. This means you may have to educate yourself on topics you have no experience in.

The more you increase your knowledge, the more room you have for personal and professional growth.

If you consider yourself a lifelong learner, this is an excellent career.

What type of marketer are you?

What Does a Content Marketing Career Path Look Like?

The content marketing industry is a sprouting field with many opportunities for those willing to invest time and effort. While a bachelor’s degree may help you start on the right foot, it’s not a surefire ticket into the industry anymore. Instead, think of building skills that clients and employers will immediately hire for.

There are specific skills that are vital to your success in content marketing.

6 Key Skills You Need to Succeed in a Content Marketing Career

This rapidly growing field will require essential hard skills to land jobs. While this may slightly vary depending on your specific role, we found the skill set listed below as being necessary for all positions within content marketing:

  1. Writing skills: This is a must. The majority of content marketing is writing, so it is vital that you can craft compelling copy that draws in your target audience.
  2. Knowledge of SEO: To ensure you create the content your audience wants to consume, you need a basic understanding of search engine optimization.
  3. Data & analytics skills: This is essential in determining the success of the content; whether it’s measuring engagement, subscriptions, or clients, you need to be able to quantify your success.
  4. Social media literacy: You may need to craft and distribute content for a range of platforms, knowing how to leverage multiple channels will set you apart in the industry.
  5. Research skills: Depending on your role, you may be crafting content for several industries. You need to know how to find reliable and factual information no matter the field.
  6. Time management skills: Your content is only strong if it’s still relevant. Adhering to deadlines is crucial so employers can publish on time, in season.

Seem to be missing one or two skills from your portfolio? Don’t get discouraged. We offer a wide range of resources that can set you up for success, such as our Head of Marketing Bootcamp.

While the knowledge mentioned above is going to be key to getting you into the door you can’t forget about some essential soft skills.

To truly enjoy your career and continue to grow in your field, the additional skills below are another essential set to add to your content marketing toolkit:

  • Curiosity
  • Persuasion
  • Creativity
  • Good intuition
  • Growth mindset

Content Marketing Roles

A career path in content marketing can look different for everyone. In fact, content marketing is a pretty broad term, and you’ll have your pick from various roles within the industry.

Typical roles within a content marketing team include:

  • Community Manager: The middleman. The community manager acts as the brand voice through content distribution, community support, and digital engagement.
  • Social Media Manager: Responsible for creating and distributing content across social media platforms. This can also include content strategy, analyzing analytics, and digital campaigns.
  • Video Marketing Manager: Helps brands tell their story through engaging videos to connect with potential customers on a deeper level.
  • Brand Journalist: Produces a variety of written content that communicates the capabilities and values of the company. They grab the attention of potential clients and turn them into customers.
  • SEO Specialist: A research and analytical guru that uses search engine optimization to create strategies and in-demand content.
  • Graphic Designer: Responsible for the visual aspect. From websites to logos, the graphic designer creates engaging visuals that are brand and captivate the audience.
  • Copy Editor: Ensures all written content is in tip-top shape before distribution.
  • Managing Editor: Also known as a content manager, this individual often oversees designers, writers, and researchers to ensure the success of all visual and written content.
  • Director of Editorial: The boss of the boss. This editor manages a team of producers, along with creating and implementing strategies and upholding vendor relations.
  • Chief Content Officer: This is the top dog. The CCO oversees all content creation and distribution, ensuring it is on par with the company’s brand.

Start Your Content Marketing Career

In today’s digital age, content is king. The best way to succeed in content marketing is by producing high-quality content that engages your audience.

If you want to start a career in content marketing, we can help. We offer courses and training that will give you the skills you need to succeed. Check out our Content Marketing Mastery course to start your content marketing career path.

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The Ultimate Guide to Storytelling



The Ultimate Guide to Storytelling

Storytelling is an art.

Not a process, method, or technique. And — like art — it requires creativity, vision, skill, and practice. Storytelling isn’t something you can grasp in one sitting, after one course. It’s a trial-and-error process of mastery.


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