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Six do’s and don’ts for keeping your content marketing on point

by | Sep 15, 2017 | Advice & Tips

Companies work with Media Relations because, after 30-plus years, we’ve gotten very good at telling their stories through the media. Our content writers work closely with our publicists to strategize on just the right angles and details to hook reporters and producers, and by extension their massive audiences. But even great stories can easily become derailed.

Here are six do’s and don’ts that will help your content marketing stay relevant, effective and support your company’s reputation.   

DO:

  1. Add personality to your story. If your writing bores you, it will also bore your readers. Using our Media-Grade Content process, we look for ways to create an interesting brand persona so that our clients’ products take center stage.
  2. Keep it simple. Make your story easy to follow. Have a clear beginning, middle and end.
  3. Follow AIDA. AIDA is a classic marketing acronym which stands for Attention, Interest, Desire and Action. Your goal should always be to write from a solid marketing foundation. Unconvinced? Consider what may happen if you forget to ask the reader to take the next step, whether that’s to buy the product, visit your website or call to make an appointment.

DON’T:

  1. Choose your topic without considering your channel and audience. Before you write, know where you envision your content to be published and what information will resonate most with your audience. What is your goal for the content? How will you measure success?
  2. Publish anything without verifying its accuracy. The internet makes it easy to spread inaccurate or outdated information. It’s a big mistake to repeat information that can easily be debunked by an expert, misquote someone or give the wrong attribution. It can quickly undermine your credibility. Your company’s reputation may be on the line. Use impeccable sources.
  3. Neglect regulatory compliance. Avoid heavy fines, or worse, by ensuring that your content complies with FCC product marketing regulations. This is especially vital for digital content. Media Relations represents numerous clients selling health, medical and natural products. Their content must also be carefully written to comply with FDA regulations. If you run afoul, the time you spend retooling your content may give your competition an extra edge for stealing sales.

Let’s talk about how we can improve your content! Get in touch with me by calling 952-697-5269 or by completing this form.

Written by Robin Miller

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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