Every company, especially a new startup, needs at least two tactics in its marketing arsenal: content marketing and public relations. Wielded strategically, these forces can work hand in hand to help you achieve victory and conquer the competition.
Think of your efforts as a military assault: Content marketing is your troops on the ground — your ground forces. Content marketing is material you yourself publish, create and share in order to establish thought leadership, trust and credibility. Crafting and sharing great content helps you attract new leads and sales. At the basic level, content marketing is your blog, social media activity and email newsletter.
And those channels should work in tandem: For example, you can have different thought leaders in your company regularly churn out blog posts. Next, you can share those posts directly to social networks, like Twitter and Facebook, or isolate quotes from those posts and overlay them onto images for Instagram.
You can then recycle those blog posts and utilize their content for your email newsletters or adapt the ideas to other mediums like vlogs and podcasts. Finally, content such as white papers, ebooks and guides can be offered in exchange for consumers’ contact information, such as their email addresses.
To continue the military metaphor: It’s important to have a robust force of content marketing troops marching forward and gaining ground….