Content that is marginally meaningful will have little or no role to play in the PR advancement of an organization. T
he media landscape is constantly evolving and challenging tried and tested PR methods.
This is the time for understanding content and shaping it.
Content has to be framed in a way that will have readers coming back for more. Content has to drive engagement by being focused.
A fresh perspective
The topic that has to be covered in content may not be the most exciting. Hence, an element can be added that will peak the readers’ interest.
For instance, if your business deals with office interiors , the pandemic will lead you to put a new perspective to working in traditional environments.
Create blogs on ‘Changing the office inside out’, add how bibliophilic elements will be beneficial.
Analogies successfully engage our pattern-accustomed brains. Analogies can support , explain and make a core idea more comprehensive. For example, GoPro has named its product Hero4.
This has been a strategy with exemplary strength. The customer becomes the hero who, like every hero, is trying to face a challenge. They are using a portable camera while surfing, river rafting or doing something equally valiant.
The surface level knowledge of a subject may not always suffice. Digging deeper can lead to fruitful recycling of ideas.
Active facebook and Twitter communities can be useful as qualitative studies. It might help to connect the dots between a business and end consumers. Such communities can also serve as an alternative source of consumer feedback.
Infographics are important elements in the visual repertoire. They make content more interactive. They can be scattered throughout content for visual break up or there can be one noticeable infographic that summarizes the key points.
They make monotonous data and numbers look attractive. They also help to simplify complex content. Fashion, sports, art, and entertainment can be good sources for infographics.
Customer interviews are extremely valuable as they provide insights into a business. Customers sharing authentic stories can also help to identify barriers to purchase and features that motivate customers. P&G had hired a researcher to interview customers on the benefits of using Febreze.
One homemaker had stated that using Febreze was tantamount to a little celebration after cleaning. The company added fragrance to a bottle of the product and displayed ads where women were spraying freshly made beds with it.The sales of the product had doubled in a couple of months.
Content has to be memorable and relatable. Employees can also become brand promoters They can serve to be the face of an organization.
It will be effective to create a personal experience.
The Dove campaign for real beauty was successful for the brand as it carried a relevant message to reshape the notion of beauty.
It spoke to the socially conscious group among others and yielded positive results. It set off an international dialogue between women.