Today’s most effective strategy for improving brand awareness is content marketing. Over time, strong content gives a brand the visibility to attract followers on social media, generate referral traffic to a brand’s website, improve customer retention and position a brand as an industry expert.
All these opportunities give customers an informed idea about what a brand represents. In other words, it isn’t solely measured by how many people know the name or logo. It’s about a brand as a whole entity.
Building awareness does not happen overnight and is not a strategy on its own. Creating a solid, consistent content plan with a PR company is a mission-critical growth method for most businesses.
At Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company, our 22+ years in the industry give us valuable insight and working knowledge of how to build a winning content marketing strategy.
The best PR firms build successful content strategies with the following key ideas in mind.
Understand the Audience
Content marketing allows a brand to highlight its most important qualities for an audience to understand. And with knowledge comes better engagement for both sides—brand and customer. By finding what resonates with an audience, working with a public relations agency combined with testing and refining content, a brand can learn details and behaviors about advantageous customers.
A lasting, positive relationship forged with an audience is the best foundation for a trustworthy brand. Content marketing is an effective way to strengthen a brand’s reputation by delivering content on a regular basis and at the right time and place. Top PR firms know this crucial formula for success.
Publishing consistent, high-quality content, using a content marketing strategy created by a public relations firm, will improve a brand’s SEO efforts. High rankings across search engines and a boost in website visits help increase visibility online. Crafted content rich in keywords that establish a brand as a credible source gives the right lift for brands online, making it easier to be searched by customers.
When a customer enters a brick-and-mortar retail store, they are more likely to purchase a product that was placed in their hand. The reason being they are already interacting with it. The same goal goes for content marketing and getting consumers to engage or interact with a product/brand online. A communications agency will craft content marketing strategies to engage customers, create opportunities for them to trigger a landing page and answer the call to action that’s placed directly in the content. These are the touchpoints for generating leads for an engaged audience to purchase a good or service from a brand.
Content marketing poses a value to both consumers and brands and should be considered the norm by brands and top PR agencies. It takes branding to a whole new level.
About Durée & Company, Inc.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, health and wellness, cannabis and hemp, psychedelics, technology and cryptocurrency, marine and yacht, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.