It’s All About The Content…Again

Aimee Yoon

Aimee Yoon

With her strategic thinking and keen media savvy, Aimee is a media relations guru and knows how to craft the angles reporters really want. Prior to co-founding Dotted Line Communications, Aimee sharpened her skills at InterActive Public Relations, a division of Porter Novelli International, Miller […]

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PR people are constantly tasked with evolving and filling the gap for various roles within their agencies and for their clients. Writing beyond traditional media relations, i.e. the pitch and the release, is now really a requirement for all of us. This includes a huge range of content from Website copy and newsletter articles to blog posts, bylines, infographics and even copy for content marketing.

On top of that, the social Web requires us to understand all the different platforms out there and the best ways to apply PR principles to seed content. The key of course is high quality content that can tell a story and break through all the noise. PR execs and brands are tasked with how to create new and interesting ways to populate all of these social channels in attempt to engage their audience. Engagement over-time can lead to loyalty.

I recently attended the Digiday Brand Summit and heard some really interesting ways in which big brands are utilizing content to ignite conversations and pull consumers in. Brands you wouldn’t even think of – like Citi – have embraced content in interesting ways. Citi operates the Women & Co. – a branded community that provides a forum for women to talk about all aspects of money. At first glance, it’s not intuitive for a financial institution to jump in the content game, but for them it is paying off.

We also recently started working with a great company called nRelate. They are a content discovery platform that helps brands and publishers monetize their content while providing consumers with recommendations on related content they might be interested in. Truly a win/win for all players.

Ultimately, it seems what is old is new again. Here we are, close to 2013 talking about content…again. PR professionals can continue to help their clients to create engaging content that can help their client’s messages be heard.