September 30, 2016

Helping PR pros make smarter decisions

Tips for Feeding the Content Beast in Modern PR

Tips for Feeding the Content Beast in Modern PR

Content is King.

We’ve all heard this, and we’re being inundated with content requests from all directions: from clients, who want in on content marketing, and from bosses who know that for a PR or communications firm, demonstrating knowledge and thought leadership through content is effective marketing.

How on earth will you keep up?

Here are some tips that will keep you going and your content fresh.

  • Read a lot about the topics you want to cover, and read about industry topics at large. The more you read the easier writing content about those subjects will be.
  • Keep a running list of topics that spring to mind while you are reading. Any time you read a piece and think “the author isn’t taking X into account”—that’s a topic.
  • Repurpose existing content. You don’t need to reinvent the wheel every time you need new content. If you’re promoting a podcast, take a topic that was covered on the podcast and create a blog post about it, expanding on a comment or point made. If a Facebook post generated interest or discussion, take that topic and expand on it.
  • Pay attention to what your audience responds to. If they like “How To” content, use that as a frame of reference when you’re searching for new topics. You’ll still want to balance what you put forth as content for variety, but it will help you to see relevant subject matter through a lens that is useful to your audience.
  • Follow trending topics. This won’t always be useful, but can help generate creative and timely content. Just make sure you’re following standard newsjacking restrictions—and don’t try and capitalize on pain, death or misfortune. Keep it classy.
  • Use images. Content with images get more views than content that does not use images.
  • Explore multiple angles of standard subjects. This sounds more complex than it is—try turning a topic around to see if there’s a different angle to explore. For example, this topic. After writing “Tips for feeding the content beast,” another angle could be “How much content is too much?” or, yet another angle, “How to identify the best content topics in industry news.” These are both different topics, but draw from the same well—which allows you to generate more content without too much additional research.
  • Use seasonal cues. New Year coming up? Resolutions-type content. Spring? Spring cleaning [topic here]. Summer? How to manage [topic] during vacation season. Fall? Back to school, election season, etc. Winter? End-of-year wrap-up and analysis. There are a lot of ways to frame content using time and season, so use this as a springboard to come up with new ideas.
  • When in doubt, use cat videos. This is sort of a kidding/not kidding point. There is actually research that demonstrates viewing cat videos “boosts energy and positive emotions.” So yeah, cats + internet = successful content.
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About The Author

Jennifer Zingsheim Phillips is the founder of 4L Strategies, and has worked in communications and public affairs for just over 20 years. Her background includes work in politics, government, lobbying, public affairs PR work, content creation, and digital and social communications and media analysis.

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