How to use content marketing in PR and press

How to use content marketing in PR and press

Sell ​​products and services with digital marketing strategies, such as content and inbound marketing It seems easy when compared with the need to sell ideas and concepts of reputation, but it is possible to do it and here we explain how.

In 2001, when I began to work as a Corporate Communicator, I remember spending hours faxing press releases and bulletins to the different media in the country.

I was 23 years old and it seemed to me at that time (when the use of email was already widespread) the process was very inefficient, when I could send 100 communications to 100 media in a minimal fraction of the time that it took me to send only one via fax.

The truth is that many of the corporate communications and public relations departments are late or have not been able to make the best use of digital marketing techniques and strategies to get their message to the public of interest.

Even today, communication strategies revolve around the transmission of controlled messages that seek to create awareness or knowledge, which improves the perception of reputation and, in the long term, favors business objectives. In addition, in the digital age it is still more relevant to achieve press releases, than relevant and qualified traffic to your own website.

Today many professionals are rapidly learning new skills and adapting their processes to fit this reality, but these skills and tools must be combined with an appropriate content marketing strategy to achieve results that are measurable over time. (Read also: Dictionary of digital world terms)

They are the best way for public relations to take the content they generate to attract audiences that want to consume their ideas and concepts.

The main reason is that thanks to this methodology, actions can be transformed into digestible strategies that are measured with impact and not efficiency results. (Read also:Keys to measuring ROI in a content marketing strategy).

The skills that professionals already have are of enormous value, if you remember that everything must revolve around the content and you simply need to add new capabilities to the existing ones. It is a win-win for you, your internal clients and the public of interest:

What things remain

Public relations activities, especially those involving the press, do not change, they simply have to be used differently. Today you should be:

1. Writing and publishing newsletters in your section of the press room or corporate blog.

2. Creating newsworthy press releases and distributing them to appropriate media and news sources.

3. Creating relationships with influencers in your industry, sector or reputation line, who serve as multipliers or validators of your messages.

Many of the same traditional tactics are present, but mixed in with additional components or new tools. (Read also: Advantages of having a blog on my business page)

So, how to apply inbound marketing to Public Relations?

Inbound marketing is about audiences finding me, not finding them. Attraction is achieved and attention is gained through two-way communication, great content that creates value and awakens the curiosity of your audiences to know more about your idea / concept of reputation, a route is traced, a path with clear directions, and interest is captured.

You use content, you use SEO and social media. You are looking for visibility, recognition, relevance. Everything must be chained and lead to the same destination. These tools are essential, and if you take the task of studying the subject, you may conclude like me that Inbound and Public Relations are two names for the same thing.

Three content marketing tools to generate leads

If you have achieved a large flow of visitors to your website thanks to your content marketing strategy, you will surely want to convert them into sales opportunities. How?

Thanks to the conversion method driven by the Tajarat properties based on three moments or tools inherent to Inbound Marketing. Here we explain how it works and how to do it correctly.

If you are still wondering why you should convert the visitors of your digital environment into sales opportunities, the answer is because this is the method to direct them towards the purchase and loyalty process .

These are the 5 digital marketing terms that you should be completely clear about.

Broadly speaking, sales opportunities, also called leads, are generated in three stages: a call to action on an offer or solution that the visitor requires, the completion of a form to access said offer or solution, and finally, the acquisition of this.

Call to action or CTA

The Call To Action (CTA) is the button that promotes your offer, solution or service and that you can locate, depending on your digital marketing strategy, on the website, blog, ebook or mail (email marketing). Although there are no universal standards for complete effectiveness, these practices enhance its function:

Be direct and specific: “download an ebook”, “participate in the webinar”, “request your discount coupon”.

Include keywords: do not stop at “download an ebook”, complement it with “download the ebook Inbound Marketing Lessons”.

Make it visually attractive: it should attract attention and not go unnoticed during the reading.

Place it in the ideal place: it must be consistent with the rhythm of the reading.

According to lahore smart city , the effectiveness of a CTA is between 1 and 2%. So try different changes to a CTA and see which one is the most effective. Of course, make one change at a time to accurately define the effectiveness of each.


Landing page or landing page

If you have captivated the user with the CTA and they clicked, they will be redirected to a landing page or landing page where they will face a form to access the offer. This is a crucial moment because here the conversion takes place as such and the visitor has a few seconds to decide whether to access the offer in exchange for the information you have requested.

If you follow these practices, you will most likely have new leads!

  • Assign a clear, concise and action-focused heading: the idea is for the visitor to assimilate the information as quickly as possible and speed up decision-making.
  • It should explain the benefit: in a couple of lines tell your visitor how what you are offering will help them.
  • Eliminate the navigation menu and external links: we do not want our visit to abort the process due to a distraction or mistake.
  • The form must be appropriate to the offer: assess whether the user would provide the information you require for the offer you offer.
  • Visual support: include an animation, video or image that enhances and speeds up the understanding of your offer.
  • Share in networks: The visitor must have the possibility to share your offer (without leaving the landing page) with others that he considers may be of interest to them.

If you apply these tips, probably 20% of your visitors will become leads by completing your form. If you don’t achieve this figure, try some changes on your landing page (one by one to define the most effective changes) until you get closer to it, which is the percentage of effectiveness established by the HubSpot Academy.

Thank you page or Thank you page

If the visitor has filled out the form, they will be directed to a thank you page where they can redeem the offer or receive specific information on how to make it effective.

This page, in addition to thanking the lead for accessing your offer, serves as a guide to the user in the process in which they have been involved. How? Keep offering them valuable content. These are the good practices for a functional Thank you page:

  • Specifying the offer is the priority: do not hesitate with what the lead is waiting for, for something he has entered the process.
  • Includes the navigation menu: here we are interested in the user being able to explore the rest of the site in case they have any questions.
  • Add valuable content: only then can you continue guiding the lead through the purchase process. Try attaching a blog post or an entry to your website with information related to the one you just offered.
  • Include another CTA: a complementary offer is the perfect opportunity to request a higher level of information from the lead.
  • Repeat social networks: either to share the offer or to follow your social networks.


The complexity of the conversion process: Although we explain three moments to convert a visitor into a lead, the effectiveness of this process lies in the quality and focus of the content, and how you articulate it with your digital marketing strategy.

The conversion process will not produce sales immediately, but it does establish a relationship between the lead and your brand. This relationship will sooner or later lead to a sale if you correctly apply the Inbound Marketing methodology.

All the content that you create should be directed to the correct buyer person, so you make sure you are speaking to the right audience segment.

Is the effort you put into content marketing consistent with the sales opportunities you generate?



Aliter enim explicari, quod quaeritur, non potest. Puta bam equidem satis, inquit, me dixisse.

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