Public relations and social media are valuable to your business in different ways, but when they work together, they can drive especially impactful results for your bottom line. Successfully integrating the two means understanding the value traditional PR holds while also knowing that consumers today crave authentic connections and digital content that will bring real value to their lives. The result is positioning your brand as a thought leader while sharing content that will keep your followers coming back for more.
There are many opportunities for PR to contribute to your content strategy, incorporating new and exciting ways to share your brand message and put a new spin on the way you promote your brand. Social media influencers, user-generated content, social selling and employee advocacy are all examples of ways brands can use digital content to reach segments of audiences that you normally wouldn’t have access to. And this digital presence translates to real conversions: 84% of consumers will choose a brand they follow on social media over a competitor.
Check out a few of my personal favorite examples of how PR and digital content can work together to make a big impact:
Influencers
- Influencers, from micro to macro, can share your brand from a whole new perspective. They have the potential to put your brand or product in front of a new audience with demographics that are meaningful to your brand, but were otherwise unreachable with your current owned channels. When we talk about authentic content, influencers are truly one of the best ways to provide just that. These content creators have spent time cultivating an audience that trusts them and the products they recommend. Provide some direction, then let influencers do their thing and give limited feedback to their creative work to keep the relationship strong.
Employee advocacy
- By empowering your company’s employees to share your brand’s messaging and content with their own audiences, you’re amplifying your brand reach in huge ways. People tend to trust their peers more than brands, so when your employees get involved and post about your company, the messaging lands with an audience that knows and believes the sharer. Try starting with pre-crafted imagery and copy that employees can edit and make their own.
Strategic social content
- Taking the time to provide a thoughtful strategy to back up your brand’s social media content is not only worthwhile – it’s what social media users today expect. Social content is best when it’s consistent, authentic and informed by audience and performance data. When you’re pitching your brand to the media, a solid social presence will only help your position as a thought leader. And with the average American spending over two hours on social media daily, it’s a worthwhile investment.
If you’re looking for a way to create meaningful connections with both digital and traditional audiences and earn thoughtful exposure through content, don’t hesitate to reach out to the Smith Kroeger team.
