Creating and promoting relevant, high quality content has always been at the heart of successful public relations. With the proliferation of digital media, audiences can become overwhelmed by the sheer amount of content and lose sight of your message, which means that a well thought-out content marketing strategy is more important than ever before to help you build relationships with the audiences that are important to your business.
For our clients, content marketing typically means the creation of diverse forms of content across a variety of platforms that are relevant to the client’s most valuable audiences, usually occupiers, investors, prospective and existing clients, and the wider public. Attracting, engaging, and converting these people to support the company’s objectives is what effective content marketing is all about.
We believe that for content to deliver results for clients, it should be viewed as a relationship building tool, and that content should always provide value to the audience with subtly embedded commercial messages that educate and inform rather than promote.
The most effective content marketing campaigns are always integrated into a company’s broader communications strategy. This can create a “multiplier effect”; generating additional editorial coverage across earned media; improving performance and visibility in search; and engaging audiences more effectively on social media.