How to Create Top Quality Content for PR & Marketing

How to Create Top Quality Content for PR & Marketing

When it comes to creating content that is impressive, it does not (often) happen easily and without a lot of prep/effort. Of course, a good copywriter wants the quality content to happen for a long time, not just one piece of writing and then stop.


Think of it like running a marathon. When you decide to run a marathon, it is a huge undertaking and in order to run the race, there is a lot of training that has to happen prior to the race.

Training starts with a precise program that details when to run what, recovery, and what to eat & drink so your body is in great shape. However, there is a temptation to skip parts of the training, maybe even the training entirely, and go right to the race. This will only result in a bad time at the marathon; if you miraculously do finish, the following days will be much, much worse than it is for the people who did train.

What qualifies as high content? There are questions to ask yourself if you are having trouble creating that high-quality O.C. As you read through the list of questions, make sure you think about one overall question: Why do we not like stories that are self-promotional? Yet, when we want to create content, we tend to create the writing we hate? For one thing, people do not like this writing and Google is not crazy about it, either. So ask yourself the following questions when trying to create great content for your marketing agency, franchise PR agency, or business of any kind:

• If you were a reader of this article or blog, would you be able to trust the info?
• Would you want to share this info?
• Is the author credible? Do they have expertise with the subject?
• Is the content edited & free of typos?
• Is the topic interesting?
• Does the content give a new spin or opinion?
• Is this content similar to other content on your site?
• Is the content yours and yours alone?
• Is your site seen as an authority?
• Does the content give analysis or new insight?
• Is it easily read?

Perhaps my favorite question from that list is, "Would you want to share this info?" Meaning that you have to think about the content's quality and ability to be interesting. As a Chicago PR agency team, anything we write and pitch goes through these questions, especially that one.

Does your business need better quality content for blogs, articles, or press? Then email All Points PR and see how we can help your business!

Digital PR - Role of Technology vis a vis the Communicator

Digital PR is an area of expertise for any PR firm. Yet, there are many brand managers who struggle to understand what exactly digital PR is. Many tend to limit it to social media, which is a wrong notion. Understanding the difference is imperative to ensure the successful implementation of a digital strategy.

One part of digital PR is creating a sustained campaign to build robust presence on the internet and manage positive reputation. This is achieved through various means such as social media, blogging and online media coverage. The public relations team must be well-versed in all to make and execute a successful strategy.

Practitioners need to be consistent in disseminating information for making a long term impact. Working online, you have a much wider and diverse audience. To persuade them, you will require a sound strategy backed by adequate research.

Example of a construction company working on a digital PR campaign will help you understand the point. If the company gets a case study of a recent job published in a reputable digital newspaper, it will draw the attention of other developers, boosting their profile. Depending on the reputation of the publishing platform, the story will have long shelf life. Publishing news, articles and press releases consistently on various online platforms will help create the buzz.

Content partnerships with media outlets is imperative for digital marketing professionals. They need to help media cover stories in the industry and provide them with in-depth information. Research will help them to find ways to extend the story. There are blogs that require new content stream. Active digital practitioners can use it to promote the interest of clients in indirect manner.

Every segment of business stakeholders has people who can exert influence. Finding these folk and forging a relationship with them is crucial for a strategy. They could be industry analysts, media professionals, or just someone with a large following. If a few of them could be turned into brand ambassadors, it would be big success.

Building a social community around a brand is also a key step. Just having a few fans and followers is not enough, and one needs to actively build a community of the right people who are engaged supporters of the brand. This can be done on social media websites with Facebook, Twitter or Pinterest. Links can be posted to the website, so that various stakeholders can learn about the successful work. This all helps in building reputation.

Being updated about technology does help an online communicator. The two skills are so closely associated that one just cannot do exceptionally well without one. For instance, a digital PR practitioner must have the adequate knowledge of using tools such as automated post update, gathering data from social media feeds, analytics, etc. Understanding terms like bandwidth and online visibility will be an advantage.

Roping in professional agencies with expertise in corporate communications services in India will greatly help in this regard. Leveraging their expertise, they will be able to devise the right communications for various stakeholder groups.

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Why online videos have become such an integral part of any PR campaign

Whether you are a London PR agency, or a public relations company based anywhere else in the world for that matter, you may have noticed that online video content has become an increasingly popular way for campaigns to get their message across to their audience. And when you look at the benefits of video content, it seems like an obvious reason. But are you aware of the key benefits that video content could bring to your London PR company? Well, this blog will take you through the key benefits.


Did you know that by 2017, it is predicted that video content will make up 69% of consumer internet traffic? This is just one of the many statistics that highlights the key changes that are happening in the world of London public relations agency, and to agencies based all over the world. The main aim of many public relations campaigns is to capture consumer engagement. With the increase in the active audience, many consumers are carrying out their own internet based research before purchasing a product or looking for online reviews before considering a certain brand. Therefore, it is vitally important for businesses to attract and engage with audiences, this is where video content comes in.
A London PR consultant may carry out extensive primary research into where their audience are based on the internet, which platforms they are using, which sites they are connecting with. Then, once they have gathered substantial information about their target audience, their video can be successfully marketed to their audience. The consultant can be sure that the video is placed on an appropriate platform to capture the attention of their audience which will subsequently create engagement and therefore ensure brand awareness or even ensure sales.

However, it is imperative that any video content created by a London PR firm, or any other firm for that matter, must tell a story. It is important that audiences are able to connect with the video and to do this the brand, product or business must engage with the audience on an emotional level. Therefore, it is important that whilst the video is creative, informative and attention grabbing, it is also memorable with a key message or storyline.
Video content is also extremely useful to be used in PR campaigns as it can also be used to power social media campaigns, be it existing campaigns or new ones. Producing great, original content is an excellent way for London PR firms to boost SEO, drive traffic from one platform to another and also most importantly to create engagement. Also, if the video is well received on any number of social media platforms, it may also go viral. Something that many companies try and fail to achieve as it is an extremely unpredictable and difficult thing to manage. However, if you are able to create video content that grabs your target audience's attention, is likeable, shareable and most of all engaging, then it is one of the best ways to ensure your PR campaign will be a huge success.