The public relations mantra of 2017?
Content is king.
Whether it’s a viral video, hilarious meme, or informative article, when it comes to public relations, content is always the main focus.
This comes from the fact that blatant ads don’t enjoy the reach they once did. Many cable customers have switched to Hulu and Netflix. Even YouTube users escape ads by uploading and watching videos on Facebook instead.
Got a flashy banner on NY Times or Huffington Post? Most millennials won’t even notice it’s there. Such is the nature of our ability to tune out all the thousands of ads we’re bombarded with online and off every single day.
In time, companies learn that in order to attract customers’ attention, they first have to create content consumers want to see, and then market that content to reach a wider audience. Here are 10 content marketing tools to help make that happen.
Twitter is one of the most frequently used content marketing tools online. Businesses use this social media platform to communicate with potential and existing customers by sharing sales, deals, blog posts related to their services, and entertaining tweets.
Twitter has also proven itself a worthy ally for crisis communications, though it’s often also the fount from which crises flow. In addition to this, Twitter matches almost always shows up in Google searches, so remember to include your website, logo, and a brief bio on what your company does.
MailChimp is a marketing software tailored for small businesses. This content marketing tool helps you up your email marketing game through automated messages, and targeted campaigns. It even provides detailed reports to help users identify shortcomings, modify campaigns, and yield better results over time.
SlideShare is often underestimated and underused as a content marketing tool. But for those who know its secrets, SlideShare is a great place to upload and distribute your memes, info-graphics and presentation versions of your blog posts.
If you’re also looking for a great place outside of your website to host portfolios, resumes, and other important documents you can link to, SlideShare is your best bet. Users can also use SlideShare to create campaigns that generate leads.
Hubspot is an inbound marketing and sales software helping brands all over the world to increase website traffic, convert visitors to leads, and turn leads into customers. It does this by providing tools for content creation, search engine optimization (SEO), email marketing, social media, and marketing analysis.
Another underestimated and underused content marketing tool, Quora is a social media site with a question-answer format. Aside from the fact that Quora has its own blogging platform, it’s also a great way to find out what customers are talking about in a particular industry, or even about your brand and competitors.
In addition to great social listening and social monitoring opportunities, questions asked on Quora provide interesting topics to make videos, info-graphics, blog posts, and even memes. For companies big on personal branding, Quora is also a useful platform for demonstrating professional expertise.
Used by some of the most recognizable brands around the world, this content marketing and SEO tool helps users to identify what content works best for their business. It also identifies who the major influencers in their field are.
Brands can then partner with these influencers to create and distribute content that will reach a wider and engaged audience.
Typos are an everyday reality in business and our personal lives. It’s what happens when our brains and fingers momentarily disconnect mid-text. For writers who tend to succumb to a personal bias causing us to miss typos, Hemingway helps you catch them.
Hemingway also helps writers to keep text direct, simple, and at a suitable reading level for a wider audience. Best of all – it’s free!
If you need convincing that images are becoming the future of content marketing, look no further than the popularity of Instagram and Pinterest. Even on the Facebook platform, a promotional post without a picture isn’t one worth publishing.
But unless you have pictures you’ve taken stockpiled on your computer, finding some to use can prove tricky. For free, high-quality pictures in the public domain, try Pexels.
Facebook is no longer a standalone company, since Facebook products now include Instagram and Whatsapp. Facebook is a great place to boost visibility and your social media following through paid promotions.
Instagram is useful for companies in industries where photographic content is most beneficial; such as, food, fashion, travel, pets, and photography itself.
As for Whatsapp, this is a great place to keep family and friends abreast of what’s going on on your blog or with your business, by sneaking them the occasional link. If you’re good at what you do, you’d be surprised how many of them become customers over time.
The absolute best group of content marketing tools comes from Google. These include Google Drive, Google Docs, Google Adwords, and Google Analytics.
Google Drive allows teams to create and use virtual share drives. Google Docs lets multiple users edit the same documents on these share drives simultaneously. Google AdWords help brands reach the right customers. And finally, Google Analytics help brands to measure and analyze data related to website traffic, and their consumers.
Other useful Google apps for businesses that go without saying include Google maps, where you can add your business free of cost, along with pictures; and Google email, for those who aren’t ready to switch to branded email addresses.
Too much for you to keep track of? Hire Alexis Chateau PR for all your content marketing needs and leave the headaches to us.
About the Author
Look at my Hooman all dressed up 😍 Today was August Birthday No.3 on the team. This time it was our Senior Business Consultant. They got all dressed up and treated him to a night on the town. I wish I could have gone, but bars have a crazy rule about cats not being allowed. 😒 Hopefully they'll send pictures of the night that I can share though 😄
Alexis Chateau is the Founder and Managing Director at Alexis Chateau PR. She is an activist, writer, and explorer. Follow her stories of trial and triumph at www.alexischateau.com.