Our content marketing services flow naturally from our backgrounds in journalism, public relations and communications.
Providing clients content strategy and production services is an extension of our public relations philosophy: Everything we release to the public is an opportunity to educate, inform, inspire and convince target audiences to take action.
Written content is undergoing a transformation of sorts as brands experiment with useful AI tools like ChatGPT. Those tools can make the research portion of writing more efficient. But, at the core of every great piece of written content is a keen understanding of the human experience—an understanding of the needs of the person you are communicating with on the receiving end of the content. That is why we are professional writers and communicators who work carefully on every piece of content we create to ensure it speaks for our clients and is positioned to have an impact on the people they are targeting.
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Q: What kind of written content services can I expect from a PR agency?
A. Web copy, articles and bylines, Q&A’s, blog posts, social media copy, press releases, to name just a few. In more advanced cases, written content can also include scripts for videos or closed captioning for video and audio.
Q: How can I use written content to boost my brand’s visibility and reputation?
A. Placing written content gives you an additional audience, while putting you on display as the expert in your field. Think about an article placed in an established publication, suddenly your audience has expanded to their audience. In turn, you can use that content to share on your own social media pages to increase your brand visibility there.
Q: What tips do you have for creating engaging and shareable written content?
A. Written content should reflect what’s going on in your field, or in the news of the day. For example, no one is talking about income taxes in November, but they are in the Spring. It’s important to use data to backup your content as well. In most cases, the way content is written should be adjusted to fit the publication and the intended audience. The format should also be easy to follow and avoid jargon in most cases.
Q: How many words should I aim for when writing blog posts, press releases, website copy, etc.?
A. Word count will vary on the type of written content, but also the placement or publication for that content. For example, web copy is best when short and concise, but informative, while blog posts should be short, but more casually written, and an article can vary from 600 words to 2,000 depending on the publication.
Q: Can a PR agency help me develop editorial calendars for my written content?
A. Yes, as you define your PR campaign’s goals and objectives, you should discuss how many placements you’re looking for per month or per quarter, and any other written content to have an understanding of the number and the deadlines you expect (but also what is reasonable for an agency to complete).
Q: Are there any methods for leveraging digital channels to supplement my written content and maximize results?
A. You can maximize the results of your written content by supplementing it with multimedia content – photos, infographics, videos, visual content keeps an audience engaged longer even when paired with digital and written content. You can repurpose content to be shared on different platforms in different ways, like using written content as a script for a video, or in a podcast. That can all in turn be shared on social media. But for just written content, you can utilize search engine optimization (SEO), using keywords to trigger search engines and appear higher on search engines.
Q: How often should I be publishing new written content or making updates to existing copy?
A. For publishing new content, that will depend on your PR campaign objectives. You should develop that content in a content calendar with your agency. Some parameters include how much written content your agency can produce and handle, while also producing quality content over quantity.
Q: Are there any scheduling tools or strategies that would help me stay on top of deadlines and publication dates?
A. A content calendar created and shared with your PR agency is your best tool. Some agencies utilize different programs for this. For example, we use Notion to set goals, track content and prioritize tasks for our team. But it can be as simple as an excel spreadsheet or Google calendar. For social media, there are various tools that help with scheduling content, like HootSuite or Social News Desk. These type of programs help businesses and organizations schedule out regular content so they don’t have to be logged in and active for every single post. It also allows for cross posting to several social media channels with different chatter or formats.
Talk to us today to learn more about what we can do for your brand to drive awareness and help you find the honey jar you’ve been looking for with all the other agencies and campaigns you’ve run before. It’s time for some real organic honey.
“The team was always on the ball, identifying the relevant media outlets to work with in a professional, slick manner. They scheduled all work carefully and were never out of communication, demonstrating their good understanding of their role.”