Ask this now to be thankful for great results in the future!
It’s December, and time to look back and appreciate all of the positive things in our lives.
Well, are you thankful for your public relations (PR) and content results in 2021, or could they be a lot better?
The year ends soon so now is the time to review all of these activities and see what’s working (and what isn’t)… and set real expectations.
With traditional PR, you share unique messaging with specific media members at a certain time. Then, if the story goes live, you boost awareness and enjoy third-party credibility. The challenge with this process is that it doesn’t always lead to direct sales.
Sure, I previously wrote an article for a client and got it published at no cost in a large, trade journal. Customers walked into my client’s door, specifically mentioned the article and proceeded to purchase $94,000 worth of new orders!
But this is rare. You usually don’t see specific sales related directly to media mentions.
In fact, if you look closer at this particular example, it was actually the content that made the sale.
So, this brings me to my next point…
What Are You Writing and Promoting?
When you have a content strategy in place, you set goals, create content relevant to those goals, prepare tracking mechanisms, and see exactly what messaging achieves results.
Have you ever wondered why sales didn’t spike after distributing a press release, pitching media members, posting on social media, or publishing a specific article?
If so, you need to stop everything and check out these…
5 Steps For Real PR and Content Results:
- Figure out what your target market wants.
- Decide what kind of content will meet those needs.
- Develop an editorial calendar of all your content (where it will be posted, when, who is responsible, tracking mechanisms, etc.).
- Write, post and track the content as scheduled.
- Review the results and change your messaging accordingly for the best results.
Does this take time, effort and expertise?
Yes! But, without creating specific messaging you can track and change, you simply waste valuable resources!
Instead, create a detailed content strategy, and give your target market the information they want, when and how they want it. Then, you’ll really boost sales, awareness and credibility and have even more to be thankful for in the months ahead!
