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Three types of PR content to boost your paid social media performance

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Shreya Christinahttps://londonbusinessblog.com
Shreya has been with londonbusinessblog.com for 3 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider londonbusinessblog.com team, Shreya seeks to understand an audience before creating memorable, persuasive copy.

Founder of Brighter Click. A eCommerce growth agency which grew by 300% in 2021. Brighter Click has managed over 20 million in ad spend.

It might be an exaggeration to say that everyone uses social media. Still, it’s not much of one.

According to Insider Intelligence, the global user base for all social media platforms is approaching more than 3.6 billion people monthly. From Facebook and Instagram to TikTok and Twitter, these platforms are bringing more people together to forge connections than ever before in history. Of course, that means a lot of opportunities for companies, and paid advertising strategies have become a pillar of modern social media marketing.

Providing valuable information that makes people curious about more is key to unlocking the potential of social media for your business. Are you using the best strategies to promote your business in today’s hottest online spaces? From the start-up ecommerce business to the established service provider, I’ve found that there are three types of PR content that offer superior opportunities.

Show audience where you’ve been in the spotlight

A quick way to build a positive association with your brand and its products is to associate it with a trusted name. Buyers value products that have appeared in the media. The enduring popularity of retail billboards that proudly declare “as seen on TV” about a product is a version of this approach: The more recognized a platform you can refer to, the better.

A pull quote on your marketing images with the logo of the original publication can translate to a significant increase in engagement compared to an image without the quote. Why? A picture may be worth a thousand words, but it only says what you want to see in itself. Including a quote from a trusted person or media source immediately tells the viewer more and can arouse curiosity.

That makes this method especially effective for companies whose products and services require buyer education. No one has a hard time understanding what a clothing store or bookseller does, but more niche industries and brand new product categories need a compelling pitch. Showing that an authority or publication already has good things to say reinforces a positive message in addition to the value of the ad itself.

Turning the news interview into an effective advertising space

An innovative and surprisingly effective way to use social media PR effectively is to make your marketing look like the news. Smaller news channels often partner with nearby businesses to highlight interesting products or production methods. National news media regularly publish similar pieces about innovative and newsworthy companies. Segments about your company and its products are easy to reuse for effective PR.

By using only the segment of the broadcast about your product, it is possible to pay to show it as a targeted video ad on social media sites such as Facebook. By making a news-like copy for the video post and including the name of the original station, you can create an atmosphere of trustworthiness.

Well-structured and properly deployed, this type of paid PR can deliver significant performance. Especially on Facebook, many users want to follow the news – to share, comment and react in the public sphere. Novelty posts spark an inherent desire to be part of the conversation, making them a go-to resource for going viral.

Reaching a wider audience through influencer content

Influencers remain an essential gateway to social media audiences, even if your company may not directly consider this PR. While using influencers in the past has yielded mixed results and often requires additional oversight, it is still an important option for most businesses. Just presenting a product is not enough.

Whether you’re whitelisting content posted directly to an influencer’s account or publishing their content on your channels, every effort should focus on consumable content; Bite-sized bits of intriguing content featuring your product and the influencer’s affinity for the product can grab users’ attention long enough to share your post. Also, not all influencers are created equal. To be most effective, make sure you choose influencers whose character and audience align with your brand’s mission and goals.

Why good PR content makes a difference

Pumping PR work through paid social media channels is one of the most valuable opportunities you have for reaching cold audiences. When readers know little or nothing about your brand, breaking the veil of indifference requires work that grabs and holds their attention. It often only takes a foot in the door to build a positive perception of your brand.

All three content types I’ve outlined perform because they’re each a validator — they inspire people to trust and believe the message you’re sharing. You can create a positive perception of your brand by showing social proof of your trustworthiness through media publications, TV news and even influencers. More importantly, you can make sure those impressions stick.

I challenge you to evaluate where your strategy can be improved and see how you can use positive PR online for a better result.


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