Ten years ago, who would have thought that the digital market would fully cover the global economic market in a short period of time. Suddenly, the distance between the customer and the brand is brought closer, and the customer can express their love or criticism to the brand.
The existence of a website, the presence of blogs, social media, and the importance of other aspects of online branding seem to have had a huge impact on traditional communication and marketing strategies such as public relations.
However, we are approaching the second decade of the twenty-first century, and data continues to prove that public relations are an essential element of marketing communications. Like other aspects of marketing, this is a discipline that evolves and adapts to a changing digital ecosystem where the value of the top of the search engine results page can be as valuable as the goals of the front page headlines of yesteryear.
Brands adapting to these changes and the importance of integrating mixed marketing will find that PR, SEO and content marketing are interacting. Working the right way, they can help build a strong brand, drive traffic, attract customers, and increase revenue.
Digital Brand Trifecta
Brands have long been a pillar of marketing communications - crafting precise messages around a product to guide public perception.
In short, a strong and positive brand image drives customer perception, recognition and action. The most effective brands, while superficially simple, 90% of purchases are subconscious, so they elicit complex responses.
Arousing the right perception of a brand can make a huge difference between conversions and revenue. This is where public relations comes into play. By subtly inserting brand messages into external sources of information, today's consumers are more likely to consume and engage in promotional advertising. .
The expansion of the digital world, the rise of the independent discipline of SEO, and the use of content marketing to attract consumers through targeted content have led to the consolidation of the role of SEO and content in the marketplace.
The role of public relations emerges naturally from this phenomenon; while content marketing and traditional SEO focus primarily on website content, public relations is the driving force behind third-party content that drives brand messaging and digital traffic.
Today's customers raise brands to a high standard: 60 in 1000 say they expect the same experience with organizations across platforms. Customers expect to be able to interact with brands anytime, anywhere. To meet these needs, organizations themselves need to understand how to integrate disciplines to create a unified voice.
How content marketing, SEO and PR overlap
At the heart of PR is creating outstanding professional content that attracts high-quality publications while putting the brand at the forefront of readers’ consideration.
These goals are closely intertwined with the goals of content marketing. It is estimated that as of 2003, we now produce more data in two days than the entire human experience, and 39% of B2B brands plan to increase their content budgets next year. The online world is saturated with content.
While we outnumbered others, I lacked telemarketing list quality. Today, consumers need material solutions to their needs, as well as guidance and assistance. In other words, content marketers need to pay close attention to the value provided and how they can satisfy consumers' needs.
The role of SEO in a company has always been to improve the ranking of branded content, allowing the branded website and name to be searched on search engines before performing a search. Especially relevant query-optimized materials, SEO can help bring the right audience back to the site and lead them to nurture and convert.
When used properly, PR can be a useful asset in achieving these SEO goals. For example, many mass media, due to strong domain authority, rank highly on the SERPs.
Brands that find clever ways to insert themselves into these sites often do so through a combination of news stories and contributed articles—with the opportunity to build on existing specific keywords, but may struggle to rank on their site. This provides an opportunity for brand recognition and creates a brand impression from a place of authority.
The trifecta of working together in public relations, content marketing and SEO, and building your brand's reputation online, is all about knowledge. Below are the steps to take to incorporate these elements into success.