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Content, the New Buzzword to Some, but Tried and True for PR


February 15, 2017

By Maryellen Royle, Global CEO, and Brianna Rooney, Account Executive

Lately across the public relations (PR), advertising and digital space, we hear more and more about how ‘content is king.’ We have found ourselves saying yes, it always has been, and it is finally becoming more recognized as a core offering that the PR discipline brings to the marketing mix.

If you search “content” on PR Daily, there are over 5,000 results for the word. An insane amount, but not surprising given the amount of content we consume each day (and minute), according to an infographic found here from Domo.

Why is content creation so synonymous with PR?  Mostly because writing is an innate skill of the majority of all PR professionals.  Because content has been the topic of so many conversations lately, we took to the office to find out what Tonic team members studied in college and viewed as their greatest strength to the agency and our clients.

Nearly all of our staff come from a writing background, whether it is PR, communications, English or journalism, we love writing! Even with different majors, content creation is the one thing we have in common. In short-form tweets, long-form bylined articles, with heavy science and sometimes funny memes, it is at the core of what we do day in and day out. And better yet, the content we write is balanced editorial based on real-world experiences and/or referenced facts. Interviews with experts or consumers, interpretation of research or surveys, analysis/synopsis of multiple points of views help us to build stories that are responsible, believable and meaningful to our intended audiences.

Because content is what we do and who we are, here are three basic tips to create great content:

  1. Know your audience – with content available on many platforms, short- and long-form, it is important to know and understand your audience. If you are reaching a medical community, a scientific white paper may be the best for reaching your audience – but if you want to reach a teenager, a 140 character tweet is best.
  2. Be timely – the same as knowing your audience, learn how to deliver your content strategically. Yes, you can have a perfectly written blog post or tweet, but if you post at the wrong time or on the wrong forum and no one sees your post, your content goes to waste. In the healthcare space, the goal of our content is to make sure we are meeting the patient at the right moment in their journey. This entails mid-day content when a patient may be in the doctor’s office waiting room or a Sunday evening where we find many of the population online, unwinding and preparing for the week ahead.
  3. Be accurate, relevant and actionable – make sure your content is accurate, understand what is going on in the space where you’re distributing your content and tell the reader what to do with your content. Remember, you’re competing with a lot of other companies and brands to pique the interest and inspire action among some of the same audiences. Your content must evoke emotion and be moving enough to effectively engage audiences.

So, next time you find yourself desiring more or better “content”, make sure to call your PR colleagues.  And if you if you’re stuck and need help – tweet or email Tonic, because we’d love to help.