Marijane Funess February 28, 2014 | 10:29:30

Ask The PR Pro: How Does Your SEO Grow?

We have entered the age of sophisticated and strategic content marketing by savvy PR agencies. However, there are still marketers in the SEO “stone age” who rely on tweaking keywords and links in the hopes of landing higher search listings.

If you find yourself in the latter (and lacking) category, there are some important takeaways here. Read on for some news you can use to step up your content marketing and thus, your SEO. The trick is to help your prospects find you through high-quality, shareable material.

Whether they market ad tech, consumer products or anything in between, to be successful with online marketing, companies need to put themselves in the shoes of their target audience at each point on their journey, from awareness to engagement to relationship.

Here are three “idea-starters” for questions you can answer to fuel a more meaningful and results-oriented conversation.

Ask yourself this: what are your prospects’ pain points? Get creative in how you demonstrate understanding of your prospects’ needs.  Take them through a problem to a solution.  Research your typical prospect’s pain points and illustrate concrete PR solutions with case histories and proven communications counsel. Tell a story, even if it’s an amalgam of several anonymous clients. Consider crowdsourcing questions with your social networks and communities to provide more robust content.

What do existing clients need?  New client acquisition is more expensive than retention, so consider creating, optimizing and socializing content that will help, inform, and entertain your existing customers. Incorporate quotes or anecdotes from those with whom you have longstanding and successful relationships. This personal touch serves to promote the work you do together and can strengthen the relationship. You can start by surveying some existing clients to find topics of interest to them.

What does industry media want to know? PR pros know that nothing says credibility like the word of a  journalist. Media visibility is key to increasing awareness, differentiating a company, and establishing a leadership positioning. At times it can even help in lead development.  Journalists look for data: reports, surveys, analyses. Provide these in a compelling, visual way by including images and video to keep content such as this from being too dry. Be sure to provide links to corporate content and social media platforms.

Demonstrate a continuing understanding of your ideal client and what they need, and strive to create content that is both meaningful and intriguing.  That’s half the battle!

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