content creation strategy

We are living in an attention society – and they say that people now have the attention span of a goldfish!

So, how do you attract attention, create affinity, and build trust? With great content.

What does this have to do with PR?

Content is all done with communication techniques. Communication is the bedrock of PR. And gaining attention, affinity, and trust is the goal of PR.

A lot has been said and written about how technology has changed the practice of PR. For a while, we were making a distinction between traditional PR and digital PR. But, if you are doing PR right, there is no difference.

You might be using different techniques and media to get the result you want, but that result remains the same – capturing attention, creating affinity, and building trust.

How do you do that effectively today? Create high-quality content and distribute it via media that reaches your audience. It may be easier now with digital platforms, but the creation of the content remains the key.

There are new and easier ways to publish digitally. You can create websites, blogs, and social media accounts. That’s the easy part. Consistently filling these accounts with high-quality content that resonates with your audience is the challenge.

Building Thought Leadership

Start with your own blog and social media profiles. If you are in the B2B space, use LinkedIn to publish content. A new blog or social profile will take time to attract the attention and trust of your audience. Deliver regular, excellent content that has value for your readers.

Each content item should be amplified by repurposing the content into as many as 10 other content pieces. You can take bits out of a blog post and make them into Facebook and Instagram posts. You can take a snippet of an audio file and make it into a social media post with a graphic. Or make the post into a slide deck with excellent graphics. Then use social advertising to drive the right audience to this content and build up your following.

Dr. Sten Ekberg is a holistic doctor and a former Olympic decathlete. His YouTube channel has 582,000 subscribers. Five years ago he was virtually unknown. A year ago, he had about 300,000 subscribers.

Dr. Ekberg has a wealth of knowledge about health and fitness and he publishes a new video each week. His following is growing exponentially because of the quality and consistency of his video content.

The next step is to look for guest blogging opportunities and guest spots on podcasts. This gives you access to an existing audience. If Dr. Ekberg’s team were to pitch him as a guest to a health podcaster, his audience of half a million would be a great endorsement for the value of his content.

You don’t need to have a huge audience to gain that valued attention and trust. Sometimes an individual with a smaller audience has more loyal followers. In a PR campaign for a carpet brand, a DIY design blogger with around 50,000 followers delivered far better results in terms of driving traffic to their new line than being featured on a major design site like Apartment Therapy.

The Mainstream Media

The mainstream media still plays a major role in building thought leadership. They have the authority and the audience you want to reach. Once again, the method may have changed, but the core PR technique is the same. When you’ve established a strong presence with your personal publishing, it’s easier to pitch your content to these media outlets. An editor will be more open to considering you as a contributor if they see that you are already publishing good content and you have a following.

Establishing a strong presence and voice builds affinity and trust. Figure out a plan and get started. Within six months you should see the results and be reaping the benefits.