Content marketing is a huge part of conducting an effective PR campaign, as every brand needs to have a solid plan in place to reach consumers. The strategy in place needs to really engage readers, as it can potentially provide countless new opportunities to communicate with important audiences and raise visibility for critical clients.
Define your goals
Every technology business has its own defined goals, so the content strategy needs to complement – or reflect – these aspirations. No matter whether you are creating content to boost brand awareness, generate leads, convert users, attract past customers or improve search rankings, you need to take into consideration how your content is going to enhance these intentions.
As an example, if you are looking to boost your technology brand’s awareness it is going to be very useful to create content like a whitepaper, or educational content within the industry.
Create a content calendar
A content calendar is an excellent way to clearly define how much time you are going to be dedicating to your strategy, allowing you to map a logical pathway when navigating through the sales funnel. It can be very easy for businesses to become waylaid in everyday responsibilities that content can often take the back foot, but with a specific editorial calendar, this will ensure your goals are focused on and achieved.
When formulating this plan, it is important to meet with the relevant individuals within your team and technology organisation, ensuring that an effective strategy is put together that is realistic and is achievable.
As a technology business, you are most likely working against quite a few competitors – but it is important to take into account the strategies they are using to increase their own business. Therefore, when putting a content strategy together it is important to truly understand which avenue will suit you the best.
You can find some truly valuable information by looking at which sites your prospects are already visiting, which content they engage with, and which social media platforms they share content on. You just need to create content which stands out, is unique, has a distinct voice, and, most importantly, offers genuine value to readers.
Why not work with a specialist agency?
Here at Sapience Communications, we completely understand how important it is for technology businesses to have a good strategy in regards to PR and overall online presence. As part of our services, we work with a multitude of different businesses by creating different communications programmes to support our clients’ business objectives. The ability to engage a reader and make points concisely is vital when writing PR pieces and starting with a blank page can be daunting – which is why we are here to help you.