Public relations can be an integral part of business. A good PR manager can connect you with consumers in ways that you might never be able to do on your own. However, the Internet has changed the way the world of business works. As consumers become more reliant on Internet, social, and mobile technologies for information and purchase decision, the demand for relevant content continues to grow apace. In this new paradigm, businesses have begun to realize that online content marketing can play the role of “virtual” PR manager, informing prospects about what you do and how passionately you do it, establishing you as a trusted resource for those trying to fulfill a need or a want.
To take full advantage of this opportunity, businesses need to produce relevant online content that accomplishes three things for their target audience: inform, trust, and solve.
As with any PR manager, online content marketing should inform both potential and established customers about your brand, answering any questions they may have about your products-services. To the extent you’re able to inform your target audience, they’re more likely to connect with you on a business level.
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Would you trust a company that you know nothing about? Of course not. At least, let’s hope you wouldn’t. Online content marketing can act as a bridge to connection with your consumers. No one wants to enter into a business relationship with a company that is shrouded in mystery. In the real world, it’s not unusual for a PR manager to send out press releases and tackle questions about your company. Online content marketing is all about building trust and intimacy with your target audience through need fulfillment.
When a consumer begins to connect with a brand, it’s often because they are trying to solve a problem. Think back to the last time you walked into a restaurant. You had a problem … you were hungry. The establishment had a solution…they had food.
In much the same way, your prospects are searching online to find information that will resolve an immediate need or possibly a need in the future. By providing online content that is relevant to their wants or needs, you are giving potential and established customers a reason to form a deeper connection with your brand.
Using online content marketing as your virtual PR manager can bring with it a number of benefits – you simply need to start looking at things from a different prospective. PR is often an essential part of business, but in the past, the function has been limited to larger companies.
Thanks to the widespread reach of the Internet, you can create your own dedicated PR manager with online content marketing.