The article above is a solid piece that made me reanalyze the way that marketing is being pushed in today's society. Not only do many companies promote their own work, but they also are sending content to publications where they can get easy earned media.
There are a billion things trending right now in the advertising world, but something that is ever evolving is content marketing. Like in the article where it talks about how everyone is a contributor, this is many times the case in new publications.
It is easier than ever to publish something or contribute to someone's work. This gives people practically free exposure and personal advertising of their skills. Some individuals overuse this concept, but for professionals just trying to get their work out to the public eye, it is a great asset to utilize.
In general, I thought this article had some helpful points and I liked how it highlighted the difference between business goals and PR goals. This is super important to remember.
Lots of companies have overarching goals for the future but realistically, PR goals are different and less glaring.
This post identifies 4 key elements to getting content out:
- Tell a story
- Help journalists stand out among their competitors
- Create captivating content that customers and journalists are going to find valuable
- Do extensive research to find where the audiences are, and distribute your content there
Some of these points seem obvious, but it is good to remember them as a content marketer or PR professional. The main concept is to advocate for your client and produce quality content that the general public find entertaining, interesting, or captivating.
The fourth idea of doing extensive research is sometimes overlooked because this generation is in a constant battle for firsts. Being the first company to release a new idea or product is key, but without proper research to back up your decision, the innovation is practically useless.
Conclusively, I enjoyed this article and its opinions about the ever-changing world of content marketing. I am glad that someone took the time to generate a valid analysis of this topic.
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