by Olutayo Irantiola
Today’s Public Relations has moved beyond syndicated news stories wherein you get no response and you are considered a Communications expert. As the media outlets keep increasing, the expectations for the profession keep increasing too. Herein are some of the essential things that you need to look out for as you create content:
1. Engagement: The world has moved to a point where you need to ensure that your content is engaging to all the stakeholders. If you want people to understand, say it in the language of your various publics.
2. Interactive: As we all know that even Out-of-Home (OOH) advertising has recognised the need to use interactive boards. Public Relations content needs to be interactive too. Social media platforms have increased the level of interaction between individuals and brands.
Interactive content is the one that prompts action from the reader, thanks to the use of a call to action. User interaction can take various forms, including registering, sharing, and liking your content.
The purpose of creating interactive content is to open a two-way communication channel with your potential customers. Google usually rewards interactive content.
3. Value-Driven: This is in two prongs- There is no more room for statements like- “we had publications in 5 newspapers,” the executives need to know the value attached to every campaign. There is nothing comparable to value at all times. Also, it means that the audience is getting the desired information through your content.
Great content will over time get you these results- An increase in traffic; clicks; opt-ins; conversions and sales. Others are sales; comments; likes and mentions.
If your content doesn’t engage your readers, they simply won’t consume and keep the information. This will end up being an enormous waste of your time, money, and resources.