PR experts have come to rely on content creation and (not just the colourfully magenta Sussex-based PR agencies out there). It feeds the machines of the campaigns we run, attracts the attention we need and enables us to ensure our clients stand out among their competitors. In this blog post, I’ll examine why content is so important for PR in 2023 from building trust in the business-to-business (B2B) space to influencing fickle consumer behaviour.
Content has always been a key component of effective public relations but the importance of strategically managed and versatile content is only increasing as we move into 2023. At a time when digital media is advancing rapidly, content is becoming the essential tool for PR agencies. It enables us to easily connect with existing and new audiences, build new and increasingly useful relationships while attracting and directing attention to where it needs to go. Content can exist in a huge variety of formats and channels but it generally drops into the buckets of either to inform, educate, entertain or persuade but will always seek to engage, a word PR’s use a lot in their day-to-day work.
Building trust
Businesses need to build trust with customers and content is an incredibly effective way to do that quickly. In an age where consumers have instant access to independent reviews, blog posts and news articles about products or services, it’s more important than ever for businesses to develop their own content that establishes their brand as a trusted source of information.
By providing valuable insights and tips on topics related to their industry, brands can show potential and existing customers that they’re knowledgeable in the field and understand the complex needs of their audience.
Understanding behaviour
Content has also become essential to understanding and influencing the behaviours of consumers. With so much competition on the market, it can be hard for businesses to stand out from the crowd and make a lasting impression on their target audience.
Content, when used strategically, can be a powerful tool for understanding customer behaviour and providing insight into how to better target them. Whether that customer is B2B or B2C, it’s about buyer behaviour. Through research and analysis, content can provide insight into the likes and dislikes of a particular audience, what kinds of content they interact with the most, when is the best time to post content etc. Those insights can be used to better target potential new customers while also engage with existing ones in better ways. Businesses can expand their buyer personas, launch new products and expand their reach into previously unexplored areas.
Influencing change
Content is also essential for influencing buyer behaviours. From creating visuals such as infographics or memes to writing compelling case studies that showcase customer success or discuss vital industry trends, PR experts strategically use content to drive people down the buyer funnel towards purchase decisions at a much earlier stage than a traditional sales funnel. Understanding the wants and needs of their target audience, PR professionals can create content that resonates with their customers, providing them with all the information they need to make an informed decision and influence change early on.
Why buyers need content
Content is not a marketing trick or a sales device working to hoodwink a targeted audience into doing something they don’t want to. People need content. Audiences, whoever you are targeting, are people and they need to see what your business is promising delivered to them in as clear and unambiguous a way as possible. Essentially, they require it as a tool in order to make decisions at all.
People use content to learn, research and educate themselves on matters before making a purchase decision. Content allows them to take the time they need to evaluate the product or service and be confident in their choice.
Content creation is essential for successful PR campaigns in 2023. It enables brands to build trust with their customers, understand consumer behaviour and influence change by providing valuable insights that help target the right people and move them down the buyer funnel.
If you would like to have a discussion about the importance of content in PR campaigns, please drop a line to our MD Aneela Rose at hello@rosemediagroup.co.uk
