When it comes to public relations initiatives, many agencies and companies often overlook the all-important thought leadership inclusions. Because stories or editorial pieces may not directly plug or sell an item to consumers, many don’t see value in them. However, being quoted or giving insight on your relevant industry will not only will position a brand and/or executive as a leader in the field, but it can provide you with compelling content for your email marketing campaigns and owned content.
If you’ve ever seen an article that has quotes or input on a broad topic from a professional or expert, that’s a thought leadership piece, and that is one of the greatest ways to position your company as a leader in its field. By having stories feature your opinion, insight, or projection, it shows consumers that the media and experts trust and value your knowledge. These pieces can also come in the form of by-lined articles. Technology magazines or websites covering new smartphone trends, for example, may include predictions from various experts in the field.. Though these quotes may not directly plug a company’s products or offerings, the inclusion increases the visibility and expertise of the company itself.
When it comes to email marketing, the best content is engaging and must be of value to the consumer. Continuously sending sales pitches and trying to immediately convert sales will cause their subscribers to lose interest and potentially even unsubscribe. The best email marketing strategies are the ones that always share fresh content and content calendars that also include industry insights, and helpful tips, in addition to sales pitches and product announcements.
Ready to create truly engaging content? Contact Site Impact to hear how we can help.