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The perfect trio to consider for an effective promotion: PR, SEO and Content Marketing

19 May

Posted by: tale21

Category: Articles

Establishing a marketing strategy for a brand can be very difficult if you start from the idea that you only need to choose only one channel or type of promotion, from the following:

PR (public relations)
SEO (search engine optimization)
Content Marketing

Well, you should know that each of these 3 ways of online promotion comes with its own benefits and advantages, and the best results can be achieved by using all of them. So, when setting your medium and long term marketing budget, as well as when deciding on the internal team or agency you will work with, it is mandatory to consider all 3 ways of promotion.

How each of these methods works:

PR (public relations) consists of building, maintaining and managing a company’s reputation by using various media channels (print and online publications, video broadcasts, TV/radio appearances, conferences) to promote a favorable type of message. With a well-developed PR strategy, the company will gain visibility and authority among customers and other important business partners.
Content Marketing is about producing and distributing text, visual, video and/or audio content about a company’s products and services that are relevant and valuable to each type of target audience and stage (search intent) in order to drive action on their part.
SEO (search engine optimization) takes care of the company’s website: technical performance optimization, UX (user experience), optimization of the content on the website and blog based on a keyword strategy, as well as external link profile optimization (backlinks). The goal is that the users (aka target audience) will reach the website, blog, or content about the company, as well as services and products published on other websites through Google searches.

Why you need an integrated strategy that incorporates all these techniques:

SEO – the mastery of a Swiss watchmaker

SEO helps us build a website that works well, is technically powerful, has advanced functionality and where users can quickly find what they need. No matter how valuable the content we have on the site, users won’t get to it if the site isn’t indexed in Google’s database. With well thought out SEO techniques and strategies, we make sure your website can be accessed by search engine users.

Content Marketing – the story that sells

Content in which we present highly practical and useful information is always noticed and appreciated by site visitors seeking information, buyers and the environment or industry in which the company operates. If you have expert, original and well-written content, it will be noticed by the business or trade press and picked up on their websites.

PR – the crowning glory of content marketing

An effective communication and promotion strategy incorporates both PR and content marketing, which also integrates an SEO strategy for content (semantic SEO). In addition, through PR you can get external links on very good quality sites that will bring qualified traffic to your site.

In any industry or field, you need different types of content and messaging:

content that validates a product or service, told by the voice of a specialist or company leader, in a well-known and highly regarded publication – this is where we need PR;
compelling content for users who know what product or service they need, but don’t know where to buy it – content marketing will address these users;
educating and informing content, for users who don’t know what product or service can solve their need – through technical SEO and SEO content strategies we can reach this target audience.

For example, depending on the field or industry where you operate, you need a set of objectives or KPIs (key performance indicators) to integrate in your marketing strategy overall.

Have you set yourself a target of 10% sales growth over a certain period? Then you need to have a clear set of marketing campaign objectives, such as:

Organic traffic to the website;
Traffic from external sources (referral traffic);
Time spent by visitors on the site;
Participants in the events you organise;
Newsletter subscriptions;
Returning visitors and new visitors;
New customers.

These metrics should also be supported by your PR strategy. If you want to reach your target audience, you need to have a clear and compelling message to communicate.

Conclusion: an effective promotion strategy will integrate PR, Content Marketing and SEO

With an online marketing strategy that holistically addresses your company’s needs, we bring together a full range of expertise, from the technical performance of your company’s website, high quality content with refined and effective optimizations, to mentions in the most valuable business and trade publications in your industry.

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