By Ed Pierce, FMW Brand Acceleration Marketing Consultant
September 6, 2023
Marketing organizations have a wide range of marketing mix options to select from when developing their marketing strategies. It takes patience and diligence to combine these elements into a synergistic marketing plan which effectively integrates the different channels and possibilities.
There is more chance for confusion to occur when you have more options and disciplines. With careful management, lines can be drawn that minimize redundant work and maximize each contributor’s talents.
Paid Media
Marketing has always included paid media and it is truer today than ever. Consider social media ads or sponsored content, for example, e.g., sponsoring blogs and syndicating articles. This is where the lines can become a bit blurred. Marketing should be responsible for any paid placement, whether it is syndicated, sponsored, or otherwise.
How content and PR will help you succeed:
- The team can help you determine which content gets the highest engagement. While you are talking to them, ask them what they think of the alternative titles.
- You can ask the team at the PR agency to create social posts that complement your ads.
- If you want to reinforce the message of your company, and PR is aware that an article about the business (a feature or contribution article) will appear in the same time period, then display ads can be created as a complement. Editors are responsible for PR, and delays can sometimes prevent the desired results.
Earned Media
Media relations is all about public relations. The PR professional who has experience in developing and using relationships is the best contact. The ability of PR professionals to establish relationships is applicable to influencers and bloggers.
The majority of business leaders believe that advertisements can influence editorial coverage by a media outlet. Separation of state and church is still present in credible media outlets. Companies must recognize that compelling news should be part of any media pitch.
How content marketing and PR can work together to increase coverage for a business, its brand, and success on the market:
- Discover stories hidden within your company. Look for angles other than the “me too” issues that your competitors are using to dominate media coverage. A PR professional must be able to read the industry like no other. The media contacts are a good source of info for PR experts. Media contacts know exactly what they’re looking for, be it a particular story or a specialist in your industry.
- Content creators are needed to support the flow of information and work required in locating the best stories. This includes technology papers, case studies, and thought leadership articles. As part of a campaign to give ‘voice’ and earn share-of-mind, content creators continue to provide success and application stories.
Owned Media
You may initially think that marketing is best suited to handle any organic assets or content on the blog or website of your company. To narrow your choices, you’ll first need an editorial calendar that the team is responsible for creating. It will help everyone stay organized by clearly defining their responsibilities and deadlines.
Content created by PR can be used in social selling, nurturing campaigns and many other areas. Experts in content can shine here. They can do whatever they like. You can become stronger by leveraging the power of your teammates.
- If you don’t optimize your content, it will only be good for half of the time. Here is where marketing adds value.
- It is not only important to create content that sells or educates, but also that it attracts the media and influentials. Allow the PR team to help you create content that attracts influencers.
To integrate PR, marketing and content effectively, a certain degree of organization and communication is needed. It will make the process more efficient, and everyone will stay on task. By defining the roles and responsibilities of each person and by setting up expectations regarding measurement, you can save a lot of time. You can maximize the skills of people and boost their productivity by mapping these to your brand’s goals. The best talents will support your campaigns, creating a greater impact.
Feel free to call me at 484-957-1246 or send an email to me at [email protected] to share your experiences, ideas, and other comments about fleet marketing.
