Traditional PR has been the leader in brand awareness, reputation management, and crisis control for decades. Businesses and brands the world over have been using traditional PR tactics to get their brand message across to the masses through television, print media and radio broadcasting - establishing offline visibility and one-way communication to the public in order to help shape brand identity, customer loyalty and brand trust.
However, as the digital landscape has evolved, so too has the PR industry, with PR specialists focusing their attention on online channels to reach target audiences. In fact, in 2015 Business Report published an article that stated “integration, convergence, and the ramping up in importance of digital and social media” are key to PR success.
Today, PR is no longer about reaching out to journalists, radio broadcasters and print magazine editors to publish articles related to a brand or business, rather, PR specialists are now able to take publishing and distribution into their own hands by creating high quality content, press releases, and thought leadership articles that can be quickly published to authoritative and highly targeted websites that not only reach a brands specific audience, but can be shared across social platforms and help a business rise up the search results ranks.
There are many benefits when it comes to digital PR and this is why many businesses and brands are now focusing on creating content for other websites.
In this article we take a look at the power of content distribution, and unpack why businesses should view this PR and marketing tactic as a business asset.
The Benefits of Publishing Content on other Websites
In the past, start up companies, and SMBs struggled to get their brand message across to their audience. Having articles published in top magazines, getting radio interviews set-up, or putting together television advertisements was not only difficult, but expensive. On top of the spend, these platforms are hard to measure, and businesses could not significantly track or measure campaign results and return on investment.
In the digital world, all of this has changed, and PR specialists and marketers have been given cost-effective, easily accessible, and measurable tools to grow brands and reach the required audience. One of the top tools is content creation, and publishing unique, and relevant content on other websites. PR specialists and marketers will identify the relevant online magazines and online platforms to publish articles and press releases based on the target audience, and will be able to track and measure the success of the articles based on online tracking and analysis tools. Because of this, your online content is set to reach high quality leads and individuals who are actually interested in what you have to offer as a business.
This scale and reach across multiple channels is just one of the benefits that come with content distribution.
Here, we take a look at these benefits in greater details:
Targeted and Wider Audience Reach
As a business owner or marketer, you have probably invested in a variety of tactics and strategies to help generate leads and boost your conversion rates. You have probably tried everything from social media posts, print media, and even influencer marketing.
These are all great tactics, but you need to make sure your content reaches the right audience at the right time - you want quality leads.
This is why publishing relevant, high quality, helpful and industry specific content to audience specific and authoritative websites is the best way to go. As these websites are well known and attract your audience, you can be sure that only those who are interested in your business offerings will be visiting the site. They will come across your article, read it and engage with the content, and this strategy will not only solidify your place as an industry thought-leader, but direct readers to your personal website - which results in quality lead generation and ultimately conversion.
Reaching your Audience at the Right Time, in the Right Place
Let’s take a quick trip back in time, to the early days of digital marketing. Remember those annoying pop up and banner ads? Who could forget! The problem with those ads is that they interrupted what we were actively doing online, got in the way of our searches, and were also, most of the time, irrelevant to what we were searching anyway. And the way we handled these ads was simple - we would click out of them as soon as we could find that x button. These ads are still around and this is why “Ad blockers” have become all the rage, especially ad blockers on YouTube!
Publishing thought leadership content on other authoritative websites is the best way to reach your audience as they are actively seeking the information you are supplying. This means you are reaching them at the right time and in the right place - which makes engagement and success that much easier. You see, you will be working with your customers online behaviours - not against them!
Building Brand Trust
Having your content published on authoritative and thought leader sites immediately establishes your business as a thought leader and builds brand credibility.
As opposed to banner ads that simply “sell sell,” your content will appear organically and actually offer your target market helpful information - making your audience trust your business offerings. You see, your content will appear seamlessly on these sites, and will be found by readers who voluntarily visit the website - and trust the website - and in turn, trust your business.
Search Engine Optimisation
Search Engine Optimisation (SEO) plays a pivotal role in digital marketing and is the process of getting a website to rank in the search engine results. Without quality SEO in place, a business or brand will not be found online.
SEO functions by creating domain authority through quality content creation and quality link building - and this can be done by publishing content on other websites.
When you publish content on other websites, you are able to link this content back to your personal website - which in turns boosts your SEO efforts while directing your target audience to your brand site. A win win!
Publishing content on other websites benefits your business by:
- Targeting the right audience and converting them into high quality leads.
- Reaching your target market at the right time, through the right channels.
- Building brand trust and establishing your brand as an industry leader.
- Improving SEO efforts, helping your website rise above your competitors in the search engine results.
Are you looking to boost your brand presence, acquire quality leads and improve your bottom line through digital PR?
Founded in 2005, Nexa has helped hundreds of organisations from small startups to large multinational businesses providing high-quality digital marketing and digital PR services.
From Search Engine Optimization and Social Media Management to Content Creation and Digital PR, Nexa has both the track record and in-house ability to support your business. We create unmatched digital experiences that drive business and more importantly, provide a trackable return on investment (ROI) for our clients.
If you would like to begin your digital PR and digital marketing journey, contact Nexa today or fill in the form below.