The combination of content marketing and PR: optimizing content with Goal

At the recent international Conference of the American Http://www.aliyun.com/zixun/aggregation/30722.html "> Public Relations Association, held in San Francisco, more than 150 participants attended the scene, Toprank CEO Lee Odden (@leeodden) delivered a keynote address on "Content marketing and public relations". I've got a lot of inspiration from Lee's speech, and it's important that PR people should be locked in and targeted for content optimization to achieve the best results in PR communication and marketing. Here are some points to share.

Lee first pointed out that PR people too often take the "net-type" (Spray and pray, meaning not aiming at fire suppression, the public relations and marketing as "no purpose of the big Net") content marketing.

Lee talked about being considered a PR person at a marketing meeting and being seen as a marketing person at a PR meeting. This reminds me of the difficulties and concerns that our customers face day after day, because PR and marketing departments don't usually share budgets, strategies, and ideas with each other. As a result, they often produce "net-cast" thinking. To put it simply, many companies have neglected to take targeted action to stimulate interaction between content and the reader for convenience and time.

When Lee talked about "creating, demanding and controlling" three words, my mind returned to the scene. ' Any Content marketing plan needs to be responsible for the creation, demand, and control of search results, ' Mr. Lee said. For Lee, search engine optimization has a direct impact on the effectiveness of content promotion. Lee's "Optimized Social Content program" consists of 5 key points: visibility-considering buying-buying behavior-maintaining customers-and causing continuous customer support.

"It's clear that content itself can lead to social sharing and resource discovery, because 73% of social media sharing is about content," Lee said. "When I think about it, I find myself starting to worry about a lot of clients who are always using a" cast-net "mentality in content creation. Now, in our environment, consumers and target groups are consciously looking for what they want, but many companies are still not making any targeted plans to stimulate the interest of the target group through content.

Lee cites many press releases, as well as a number of PR people who have only "one-off" press releases, do not develop a series of communication plans around the content, or plan to include 5 elements of creativity: listening, authoring, participation, monitoring and response.

"PR people tend not to take a step back and make the most of the environment, opportunities or resources." Lee stressed. Ironically, the term "optimization" is defined as "making full use of the environment, opportunities, or resources", the title of a book that Lee recently created.

When Lee talked about "always being the optimizer," he reminded me of actor Alex Baldwin's line "always be a winner" in the film "Alec" ... and so on. I find myself once again excited and optimistic about content marketing and its role in PR. When I left the conference room, I noticed that about 50% of the viewers had been flocking to Lee, asking questions eagerly. I believe that after Lee's whole lecture, their problems must have been well thought out. After all, PR people are always considered to be the best listeners.