Content is king. No one disputes that.
There are more than 1.2 billion websites on the internet (and counting). YouTube currently reaches 1.5 billion users each month and their users consume roughly an hour of videos per day. More than 300 million tweets and 2.2 million blog posts have published today alone. Snapchatters watch more than 10 billion videos per day.
But with so much content out there -- from articles and video to infographics and social media -- how do you get your content to stand out from the rest?
Mike Isaac of The New York Times made a few good points the other day on Twitter about blog posts.
This same perspective can be used across pretty much all platforms -- social media, blogs, press releases, videos, infographics, etc.
We need to start being more thoughtful about the content we are producing and publishing. Yes, an announcement might be important to us as a company or to a partner or customer, but we need to acknowledge who our target audience really is and what channels are most appropriate to reach that audience.
Maybe a Tweet, Medium post or short post on the company blog is sufficient to get the news out to a particular audience this time. There might be another time where it does make more sense to push a stronger communications strategy including embargoes or exclusives. But we need to set expectations.
Reporters, just like our customers, partners and investors, are all inundated with content throughout the day. We need to cherry pick the right moments to share information that is relevant to them. They will appreciate the information -- and the company -- much more for it!
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.