PR strategies reinforced by brand content
By Jack Shea
Today, over 50% of the world's population has Internet access, and 40% are on social media. In the US, these figures amount to 76% and 69% respectively. Faced with this hyper-connection and the resulting information overload, it’s no wonder companies have trouble making their voices heard. This is why it’s more important than ever for your global communication strategy to incorporate a consistent mix of press and public relations, special actions like events, social media campaigns and brand content.
What Exactly Does Brand Content Mean?
Brand content refers to the creation of print and digital content (videos, blogs, white papers, case studies, marketing brochures, just to name a few), and more. Brand content has a strategic dimension aimed at meeting objectives (increasing website traffic, engaging in conversations, winning leads, building customer loyalty), and meeting the expectations of specific targets (customers, business or institutional partners, prospects, etc.). Aside from the strategic purpose of the content, it should always first come from an authentic place.
Because each company is unique with its history, needs, and values, there is no such thing as an "ideal" editorial strategy. Building a brand content strategy is, therefore, having a clear vision of the market (see Porter's 5 forces analysis). What's more, it's excellent knowledge of the brand, its activity, and its communication actions.
Increasingly exposed to the phenomenon of "content shock,” internet users are drowning in an ocean of messages. It's becoming increasingly difficult to catch users attention since the internet has become saturated. This is why, beyond ROI (return on investment), customers now expect a ROA, a return on attention. To do this, advertisers must make a strong impression, particularly through a clear and differentiating identity and content aligned with that identity. Each publication should reflect the company's values and promises.
What's more, a solid content strategy should focus on the right media and channels, leverage favorable schedules and formats whether written, photo, motion-design or video. We shouldn't forget that 90% of the information identified by our brain is visual: approximately 80% of what we see is remembered as opposed to 20% of what we read and 10% of what we hear. This also manifests online: the engagement rate of a video is usually superior on social media. Also, videos are more likely to trigger improved Google referencing than traditional SEO methods.
"Media Branding demands commitment; commitment to continual re-invention; striking chords with people to stir their emotions; and commitment to imagination. It is easy to be cynical about such things, much harder to be successful.”
As the generation Z grows up, PR is evolving and is no longer enough. PR must be part of an overall strategy that includes brand content while maintaining consistency. The development of a multiplicity of media, platforms, and targets requires brands to adapt their communication strategy to maximize their reach. To do this, they must optimize their Brand Content by delivering the right content to the right place.
To support you in your approach,OXYGEN offers innovative and tailor-made strategies that respond to current issues, by optimizing your content. Feel free to contact us!