Written by Sam Lauron
With content playing such a major role in today’s marketing and PR strategies, there’s no doubt that you’ve helped your clients create engaging content to go along with their marketing strategy.
But what about when it comes to promoting your own agency?
Self-promotion is one of the hardest things to do as an entrepreneur (just ask your clients–that’s why they hired you!) but it’s essential in order to grow. If you’re wondering how to use content marketing to promote your PR agency and services, then here are a few creative ways to get started.
First thing’s first
It’s important to remember that no matter what kind of content you produce for your PR agency, the key to strong content marketing is to keep it cohesive and remain consistent. In other words, make sure your content marketing strategy is aligned with your overall brand identity and stick to a regular schedule. Having a strategy and an editorial calendar in place will help guide you and keep you on top of posting regularly, which is especially helpful during those weeks that are jam-packed with client meetings and media events!
With that in mind, here are three ways to creatively use content to market your PR agency.
Make it inbox official
A big part of content marketing is creating and sharing content that your audience would find valuable and relevant. As a PR professional, you have a lot of experience and insight when it comes to promoting a brand–now’s the time to share it! Enter: a newsletter.
Creating a newsletter, whether it’s weekly, monthly, or even bi-monthly, is a resourceful way to build a community, distribute content, and attract leads. The key to creating an engaging newsletter that subscribers look forward to opening is to curate content that your audience wants to read, click on, or look at. It can be how-to posts from your blog, industry news, or inspiring images–whatever connects you to your audience.
Just remember to keep your overall marketing strategy in mind. What is the goal you’re trying to achieve? Include a call-to-action in each newsletter, prompting readers to visit your website, read your blog post, attend an event, or anything else you’re currently trying to promote.
During a time when the internet is saturated with content, you’ve got to get creative in order to get your PR blog posts in front of your target audience.
Create content IRL
As a PR professional, it’s safe to say you understand the power of events and the importance of making in-person connections. And you probably have a busy social calendar to show for it! Now it’s time to use your knowledge of events to your agency’s benefit.
In-person events have gained even more popularity over the last couple years as we all crave connection away from our screens. According to Content Marketing Institute, 61% of B2B marketers use in-person events to connect with their audience. While this can simply involve attending industry events to better understand your audience, you can also take it to the next level by hosting one yourself.
For example, if you are a fashion PR agency, then you could host a panel event that covers how to build a successful fashion brand. The event would draw in those in the fashion industry (aka your target audience) and would showcase your knowledge in the space. You can even get your current or previous clients involved by including them on the panel or asking them to donate their product for giveaway bags. Through a panel event, your agency is positioning itself as an industry leader and making connections with the community, while your clients are gaining more exposure in the process. It’s a win-win for everyone involved!
In order to position yourself as a go-to resource in your industry (thus, building credibility and appealing to your ideal clients), you must be willing to provide valuable content. And while an easy way to create this type of content is through blog posts, writing the post is only half of the process.
The work truly begins when it’s time to distribute your expert blog posts. And during a time when the internet is saturated with content, you’ve got to get creative in order to get your PR blog posts in front of your target audience.
The key to distributing your content is to be where your audience is, and because Instagram Stories are on track to overtake the News Feed posts, that means you should be active on your Stories. But instead of simply posting an update about your newest post, take it a step further by creating bite-sized versions of your blog posts. Include a few bullet points or takeaways from your post and prompt the viewer to visit your website to read the rest. It’s a small yet targeted approach to make your content more engaging.
PS: If you’re looking for even more ways to raise visibility for your agency while benefitting from an industry think tank of your peers, come apply for the PR Couture Council.
Sam Lauron is a writer and brand communicator based in Austin, TX. Whether she’s conducting interviews with creative entrepreneurs or crafting engaging content for lifestyle brands, storytelling is at the heart of everything she does. When she’s not writing, you can find her with a book (usually nonfiction) in one hand and a coffee (usually black) in the other. Connect with her on Instagram @samlauron_.