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With the country still struggling through the recession, companies are still after more PR in magazines and newspapers, but are they overlooking the power of the online network?
Having an article published in a newspaper or magazine is what a lot of companies see as the goal when they are trying to get a message out to the public, even though more often than not this process can be costly and not the most effective way of reaching the target audience.
With the online world ever growing there should be more of a buzz around getting an article published on the Internet or having the company name mentioned in someone’s blog or tweet. The online market has much more longevity than print. If an article is printed in a daily newspaper everyone in the target audience would have to read the newspaper on that day and that particular page for it to have any effect.
If, however, it was published online there would be a much wider audience likely to see it; articles are archived on websites so people will still be able to refer to it and it may even show up in search results months after it was released.
Online media usage is currently outstripping traditional media; more people get their news updates from social network sites than by reading the newspaper.
Public Relations via BigStock
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.