In the latest episode of the PR Talk podcast, Amy talks with Anna Hrach about what makes great content marketing, how to measure results, what role PR has in content marketing and vice versa, how to repurpose content and more.
Anna Hrach is a Content Strategist at Convince & Convert, an occasional host of the Social Pros Podcast, a highly-rated speaker, and recognized as one of the 50 Influential Women in Content Marketing.
Here are some highlights from the conversation, be sure to listen for more details and insight:
2:22 – How Anna became a content marketer
3:20 – What makes great content?
Anna talks about the criteria they use at Convince & Convert, that the content must be utility-based (see Jay Baer’s book Youtility). It must be something people actually want or need and is helpful to them. But it also needs to help you reach your business goals and your audience reach their goals.
6:36 – A lot of content marketing is providing free advice. How do you reach your business goals by providing free advice?
Providing valuable advice builds trust and building trust is becoming the #1 barometer of a successful brand. Trust is why people choose a specific brand over another, but trust has to be built over time.
8:03 – How do you measure content marketing results?
There are many tools to measure the hundreds of metrics that can be associated with content marketing, but you need to measure what matters. Start by figuring out what matters to you (or your business) most and measure that. Look at the intent of the piece of content (what are you trying to accomplish by producing it), what metrics align to that intent (shares, downloads, sales inquiries) and then you can get an idea of how it is performing.
9:15 – What role does PR have in Content Marketing and vice versa?
Anna talks about the concept of “surround marketing” and how more content is being created than ever before, which causes lots of noise. Surround marketing is the concept that content should be coming from everywhere which includes media and public relations. PR can work with the content marketing team to place content and the content marketing team can support PR.
11:37 – How do we repurpose content (w/o duplicate content concerns)?
In regards to duplicate content concerns, Anna says that content can be quite similar if used in different places, that Google is smart enough to understand when we are varying content to a specific channel or audience. You should be modifying your content for your diverse audiences anyways and if you do that, you should be fine. See this video for more:
15:22 – What do you think about syndicated sites (like Business2Communty)?
Syndicating can be helpful if it helps you reach your audience effectively. Will it reach a different (or bigger potentially) audience? In PR terms, you can think of it like it getting picked up on the wire (AP type wire, not a PR distribution wire).
16:43 – How do you get started in Content Marketing?
Start with strategy (who you are targeting and why), then key messages you want to communicate. But you must set content creation parameters as constraints breed creativity. Then you set your strategy in motion instead of producing “random acts of content.”
18:26 – What do you mean by “constraints breed creativity?”
It is really hard to brainstorm good ideas or be creative when you have no direction. When you give people the world you get crickets, that giving directions (layers and constraints) will really help people get going.
19:45 – What do we do after we have created something we are proud of (the marketing part of content marketing)?
You have to distribute the content after you have created it. You can’t just count on SEO or simply putting out on your blog. You need to use your various marketing changes like social media, emails and newsletters and use content atomization (the act of taking one big piece of content and spinning it into smaller bite-size pieces of content). Share those smaller pieces across your diverse marketing channels. Anna strives to use the 1:8 rule which means you should be able to get eight smaller bits of content out of one big piece).
Sounds a lot like maximizing in PR doesn’t it?
About the guest: Anna Hrach
Anna is a content strategist at Convince & Convert, a host of the Social Pros Podcast and ranked one of the Top 50 Most Influential Women in Content Marketing. She is also a frequent speaker (including Portland’s Engage Conference).
Connect and follow Anna on social media:
This episode of PR Talk is brought to you by PRSA Oregon
Throughout Oregon and Southwest Washington, PRSA provides members with networking, mentorship, skill building and professional development opportunities – whether you are a new professional fresh out of college or a skilled expert with 20 years in the industry. Check out PRSAoregon.org for more information on how membership can help you grow and connect.