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originally posted to www.carnsight.com

This guest article was kindly contributed by Hannah Newton, freelance journalist who’s work has been published in The Times, The Guardian and The Telegraph – to name but a few.

The days of press release spam from PR agencies seem to be, almost, behind us, over the last decade the media landscape has transformed at breakneck speed, evolving into a dynamic digital dystopia with the rapid consumption of content, the meagre spend on copy and advertising diversifying wretchedly across multiple platforms and in-house editorial teams rapidly shrinking.

PR’s and journalists are constantly evolving to keep up with these changes and continue to make their mark in a fluctuating creative industry. Understanding best practices in our mutual working relationship is central to getting the ultimate results, so read on to discover my top tips for working with a freelance:

• Relationships, it’s the drum that I keep on beating. But, like any successful business union getting to know each other, understanding how to mutually work together, what I am looking for and when, is the foundation of success. The price of a G&T or a flat white and an hour of your day, could be the difference between getting coverage and feedback, or not.
• I find it useful when a PR has tailored a story idea for me. That might be a lot to ask, but pitching a singular story focused on my industry really cuts through the email noise and helps to pin down how we can work on something juicy together.
• To connect through DMs or not? A controversial topic, personally as a freelancer with public social media accounts, I am happy to start a conversation through my DMs and take it to email. However, not everyone feels this way, personally I would say, go for it, politely obviously. But if you get no response, let it go.
• Editing, once I have filed my piece to the editor it is literally out of my hands. My allegiance is to my editor, not you, sorry! But this means changes, edits, removals happen and there is very little I can do about it. The buck stops with the editor and we both have to accept that.
• Read the publications, know the audience, one press release size does not fit all, unless it’s a straightforward product listicle. Do a content diagnostic and decipher what my editor is looking for, what the audience is actually reading and bear in mind as a freelance, I have multiple agendas, that’s the key to unlock the story.
• Listen, I get ghosted all the time by editors, you’re not alone, it’s a tough industry this one, but please know it is really not personal. Sometimes I forget, I’m too busy, or I literally think, this is not for me and don’t bother to reply. But do chase: once, fine, twice, hmmm maybe – if you really think it’s worth it, thrice, never.
• A feature journalist and a news journalist are very different. Make sure you know which type you are working with. Round ups are great for consumer journalists, news journalists want exactly that, and feature writers are looking for case studies, stats and quotes from a broad spectrum.
• There is the good, the bad and the downright ugly in every industry, for every brilliant journalist there is a brilliant PR and the same goes for the other side of the coin. I dislike the sweeping statement: hacks v flacks, we are all human and we are all trying to do our job well. Having a bit of respect for each other goes a long way, alongside diplomacy and journalistic integrity; the outcome we all want.

More from Hannah Newton: Five insider tips for building a stronger PR-journalist relationship

By consistently providing valuable content, companies can build trust and credibility with their audience. This trust not only helps in retaining existing customers but also attracts new ones.

High-quality content can significantly boost your SERP visibility, making it easier for potential customers to find you. Also, by giving your audience valuable content you increase your usefulness to them

If you’re stuck on the notion of content marketing, this is how it’s done.

1. Align cross-channel messaging

Consistency is key to building a strong brand identity. Ensure that your PR efforts and social media content marketing initiatives are singing from the same hymn sheet.

Start by developing a comprehensive brand messaging guide that outlines key messages, tone of voice, and brand values.

Then hold cross-team messaging sessions and utilise social listening tools to ascertain the kinds of messages you need to develop & ensure these messages are aligned across all your outputs. Consistent messaging reinforces your brand identity and helps avoid confusion among your audience.

2. Develop thought leadership content

Position your executives and subject matter experts as industry leaders through a well-defined content strategy and strategic content creation and placement.

Identify key topics and trends in your industry where your organization can provide unique insights. Then create a content calendar that includes opportunities for thought leadership pieces, such as guest articles, speaking engagements, and webinars.

You could have your CEO write a series of LinkedIn articles on industry trends, which can then be pitched to relevant publications as op-eds. Thought leadership content like this enhances credibility, builds trust, and can lead to valuable media opportunities.

3. Leverage earned media coverage in marketing

Don’t let positive press mentions gather dust – incorporate them into your content marketing efforts to maximise their impact.

Create a system for tracking and cataloguing media mentions and awards. Develop a series of content pieces that highlight recent press coverage, such as “In the News” blog posts or social media highlights.

You could create an “As Featured In” section on your website homepage, showcasing logos of publications where your company has been mentioned.

Third-party validation, from respected media outlets, can significantly boost your credibility and persuasive power.

You could also seek to leverage user-generated content, like customer-created media, can complement media coverage by enhancing engagement and expanding your brand’s reach through authentic contributions.

4. Coordinate strategies

Social media marketing is a critical component of coordinating social media strategies for both PR and content marketing. Ensure your efforts are coordinated for maximum impact.

Develop a unified social media calendar that incorporates both PR and content marketing initiatives.

Start by using social listening tools to identify trending topics and conversations where your brand can contribute meaningfully. Create an alignment between the proactive and reactive to ensure you’re always part of the conversation.

When developing a PR campaign, plot out your key campaign moments and creative cross channel activation plans combining content and media. But don’t just leave it to those pre-planned moments, plan for contstant engagement.

A coordinated media and social media approach ensures consistent messaging, regularly engagement which helps amplify your reach across different audience segments.

5. Create data-driven content

Original research and data can fuel both PR pitches and compelling content pieces. Consumers prefer learning about products through articles, highlighting the effectiveness of data-driven content.

Identify gaps in industry knowledge that your organization is uniquely positioned to fill. Start by conducting regular surveys or data analysis projects that can generate newsworthy insights. Then leverage these insights in the form of news and content, solely built around your own proprietary data. Don’t stop at written content, think of new and engaging content formats to spin out your findings.

Original data sets you apart as a thought leader and provides valuable, exclusive content for media outlets.

6. Repurpose content across platforms

Make your content work harder by adapting it for different channels and formats.

For each piece of content, create a plan for how it can be repurposed across multiple platforms, including video content. Tactics here vary based on the desired requirements, but where possible look to breathe new life into content in formats beyond that of their original form.

You can turn blog posts into social media snippets or longer-form videos and find ways to break up longer videos into smaller chunks that can be activated as previews or teasers. Repurposing content ensures consistency in messaging while maximizing the return on your content investment.

7. Build a unified content calendar

Planning PR activities and content marketing initiatives together ensures alignment and maximizes impact.

Create a master calendar that includes all PR events, content releases, and marketing campaigns. Optimizing content for search engines like Google and Bing should be a key part of this planning to increase web traffic and achieve content marketing goals.

Look at aligning all your critical moments and messages into one unified activity calendar. Timing media releases and news announcements with social content for maximum effect.

When planning a product launch, coordinate press releases, blog posts, social media campaigns, and email marketing to create a cohesive narrative. A unified calendar prevents conflicts, identifies synergies, and ensures a steady stream of coordinated content.

8. Collaborate on goal-setting

Establish shared objectives between PR and content teams to work towards common targets, considering the unique characteristics of each social media platform. Hold joint planning sessions to identify overarching business goals and how each team can contribute.

Look to develop shared KPIs that reflect both PR and content marketing objectives. Set a joint goal of increasing website traffic from earned media mentions by 20% over the next quarter. Becasue shared goals foster collaboration and ensure that all efforts are aligned with broader business objectives.

Integrate metrics and measurement

Implement a comprehensive framework to track the impact of both PR and content efforts.

Develop a dashboard that incorporates key metrics from both PR and content marketing activities and use tools that can track the customer journey, from initial PR touch points through to content engagement and conversion.

You could track how a press release drives traffic to a landing page, and how that traffic then engages with your content and converts. For example; content marketing examples such as blog posts, case studies and whitepapers can be used to illustrate how metrics like engagement rates, lead generation, and conversion rates highlight the success of your content marketing efforts.

Integrated measurement provides a more complete picture of your marketing efforts’ impact and helps identify areas for improvement.

Foster cross-departmental collaboration

Break down silos between PR, marketing, and digital teams to create a truly integrated approach by developing a unified content strategy.

Implement regular cross-team meetings and collaborative projects and use collaboration tools that allow for easy sharing of ideas, content, and feedback across departments.

Create mixed-team task forces for campaigns, ensuring representation from all aspects of your business. Becasue cross-departmental collaboration leads to more innovative ideas, better resource allocation, and a more cohesive brand presence.

Conclusion

Integrating PR and content marketing strategies is no longer just a nice-to-have – it’s essential for creating a powerful and cohesive brand presence.

By aligning messaging, leveraging each other’s strengths, and fostering collaboration, PR and content teams can create a synergistic approach that amplifies their impact and drives better business results.

As the lines between these disciplines continue to blur, organisations that master this integration will be well-positioned to build stronger relationships with their audiences and achieve their communication goals more effectively.

By following these steps, businesses can create a solid content marketing strategy that drives profitable customer action and helps them achieve their marketing goals.

A successful content marketing strategy not only enhances brand visibility but also fosters deeper connections with your audience, ultimately leading to sustained business growth.

originally posted to www.carnsight.com 

You’ve probably seen those flashy videos promising that if you use AI to ‘write’ an eBook in a matter of hours, you’ll be rolling in millions overnight. Yeah, okay. Let’s be real – that’s not how it works. But here’s the thing: writing an eBook for your business can be a game-changer. Not because it’s a magic money printer, but because it’s an incredibly smart marketing tool that might just sprinkle in some passive income along the way. 

Now, I get it. The thought of writing an eBook sounds overwhelming. Where do you start? How do you fill all those pages? But here’s a little secret: you’re probably closer than you think. If you’ve been creating content – blogs, white-papers, social posts – guess what? You’re sitting on a goldmine of information that can be repurposed. You don’t need to reinvent the wheel; you just need to give it a new spin. You can find out more about that in our eBook blog here.  

But rather than diving into the “how,” let’s pause and talk about the “why.” Why should you even bother writing an eBook in the first place? 

It will help establish you as an authority  

An eBook isn’t just another piece of content; it’s a showcase of your expertise. It’s like saying, “Hey, I know my stuff – let me walk you through it.” Whether you’re a consultant, a coach, or a small business owner, an eBook helps position you as the go-to person in your field. 

It builds trust with your audience 

People buy from brands they trust. An eBook allows you to offer real value upfront. It’s not a sales pitch; it’s a helpful resource. That kind of genuine value builds credibility and keeps your audience coming back for more. 

It provides the potential of passive income 

While you’re very unlikely to make huge amounts of money, especially at first, selling your eBook can create a nice little stream of passive income.  

A way to repurpose existing content 

As I mentioned already, all those blogs, articles, and posts you’ve written don’t have to just sit there collecting digital dust. You can compile, expand, and refine them into a cohesive eBook. It’s efficient, and it makes your content work double duty.  

Writing an eBook isn’t some get-rich-quick scheme, no matter what the dodgy video ads say. It takes effort, but it’s effort that pays off in authority, trust, leads, and yes, maybe even a little income. So don’t get hung up on the idea that it has to be perfect or that you need to start from scratch. You’re probably further along than you think. And who knows? You might even enjoy the process. 

For tips on editing and proofing your eBook, check out our thoughts here.   

And you can buy our eBook on powerfully practical PR here. 

Did you know that only 37% of brands surveyed in the 2023 State of Content Marketing report by Semrush, outsource their copywriting needs? This won’t be a problem for those who have managed to find talented writers to employ in-house or have existing employees that know a thing or two about packing a powerful marketing copywriting punch. Unfortunately, these brands are in the minority and what happens more often than not is that brands ‘make do’ with the resources they have because they don’t have the time or capacity to think about doing things differently. It’s not easy to kickstart a new business relationship but using a self-employed copywriter can save you money and make your marketing more successful.

Good copywriting has a big impact on marketing campaigns. It can make the difference between people staying on your website and clicking away, between customers and prospects liking and disliking your brand, and between potential customers following a call to action or continuing their research journey. It’s not something that should be pushed to the bottom of the priority list or done in a hurry. Even if your business is producing copious amounts of copy on a regular basis, how confident are you that it is copy that is doing your business justice?

Here are five top tips to create copy that captures attention (in a good way!).

1. Understand your audience

You can’t expect people to keep reading your marketing material, whether your website, blog, feature article, social media, direct mail, or brochure, if you have written it with a generic or catch-all audience in mind. It’s far better to think about a small group of people, or even just one person that represents your ideal customer and write copy that you know will hit the mark with them. Writing for one person makes it much easier to stay on track with your objectives and what you want to achieve.

2. Find your angle

Whatever medium you are writing for, make sure you know what your angle is before you start. To pinpoint an angle, think about why your audience will want to read the piece – what will they get out of it? What new piece of information or research can you bring to the table to introduce the topic you want to cover? If you’re struggling to answer this question it’s going to be hard to engage your readers, let alone encourage them to follow a call to action.

3. Use your words wisely

When you’re staring at a blank page before writing a 700 word feature article or 1200 word blog post, it can be easy to fill the void by using more words than you need in a sentence. This isn’t a problem as long as you edit the piece when you’ve finished. Read your copy aloud and if you find it jars and you wouldn’t say those words in real life, the chances are it will jar for your readers. It’s OK to be more formal if the medium calls for it, but formal can sometimes become difficult to read if there are too many long, convoluted sentences. It’s far better to keep it simple and make sure your content is useful, than have pages of copy that don’t really say anything.

4. Don’t be a one draft wonder

I touched on it briefly in the previous point but once you have finished your piece of writing, even if you think you’ve nailed it the first time, take a break and come back to read through it again later. Occasionally I’ll come back to some copy and make just one or two changes, but often it’s only on a second or third read through that I can spot a few ways to make the piece even better. It can be tempting to get the article off your desk as soon as you have fulfilled the word count, but this rarely makes for impactful copy that resonates with your audience.

5. Keep it interesting

If you think about the copy you like to read when researching a product or browsing trade magazines, it is probably copy that looks interesting on the page. Use subheadings, powerful images, bold bullet points, and stand-alone sentences to break up the page and encourage readers to stick with you. Of course, well-written copy will keep them engaged as well, but however good your copy is, a lot of readers will skim a page until they find what they need, so make it easy for them to get to the information they’re looking for quickly.

Quality marketing copy counts

If your business marketing copy is not having the impact you would like, it might be worth reviewing the process to try to get it back on track. Perhaps you have been pleased with the amount of copy being generated and so haven’t stopped to think about what that copy is saying and whether it is having the desired effect. I hope these top tips help to level up your copy but if it all still feels a bit daunting, perhaps I can help by delivering hassle free marketing copy for your business. Contact me today on helen@blogwrite.co.uk for copywriting support for blogs, feature articles, direct mails and much more.

originally posted to www.carnsight.com 

This guest article was kindly contributed by Hannah Newton, freelance journalist who’s work has been published in The Times, The Guardian and The Telegraph – to name but a few.

The agony and the ecstasy: adventures into the world of journalism via PR

I think it should be mandatory for every politician and councillor to work in a state school as a teacher or cleaner, behind the till of a supermarket, in a homeless charity or in a small business, digesting the ‘real world’ their constituents experience daily. This, surely, could only benefit their decision making, bridging the motley, layered world we inhabit, with the government’s idea of it.

Journalists, I have concluded, should do the same with PR agencies. This week I have been given a sneak peek behind the PR curtains and as a freelance journalist it has thrown the issues surrounding the, so called dark arts of PR, into stark relief.

In the journalism sector we often look down on PR professionals, thinking, quite mistakenly that as reporters we are superior. I am not exactly sure where this myth came from, because the truth is we are all writers, crafting original ideas, trying to get them published. We have the same pain points: getting ghosted, navigating a fast-changing media landscape, having an overwhelming inbox, trying to find new angles, manage multiple editorial relationships and make some money to pay the bills.

As a freelance journalist I want positive, mutually beneficial and enjoyable relationships with the many PR’s I work with and the rules of engagement are simple.

1. Don’t just bung a random press release my way, check out what titles I write for and what subjects I cover. Do any of your clients fit? No? Don’t get in touch! If they do, let’s talk.
2. What I am looking for is: ideas, beautiful, original, interesting ideas that can spark a conversation. Trends, changes in the market, opinions that reflect industry news, dark untold titbits of a sector that need a light shone on them, stats, case studies, exclusive conversations and research.
3. Court me! Journalism is notoriously badly paid, we love a freebie, it’s one of the few perks of the job. Take me out for lunch, brunch, tea or to an exhibition. Yes, I know I am hard to pin down, we all are, but don’t give up on me. A real-world relationship is worth a thousand emails to a virtual one. And btw, we don’t all live in London, so don’t expect us to make it to breakfast press briefings, have you seen the cost of trains before 10am?!
4. One of the hardest jobs for a PR is managing client’s expectations, but our currency is delivering a balanced feature, it can’t be all about your client, but I think you know that. Your bottom line is your commercial client, ours is our editor, our editors’ is the readership and the board. We need to meet somewhere in the middle, which means accepting that changes will occur, edits are mandatory, and photo credits are often wrong – sorry about that.
5. Like all good relationships the foundation is built with trust. Please tell me if you have shared your story idea, contact or exclusive with multiple editors or journalists, there is nothing worse that pitching these to my contacts when they have already seen them and said, no thanks, or even worse, yes please!

I have so enjoyed working alongside Carnsight, a small, hardworking team of PRs. It has pushed me out of my comfortable, yet illogical, superior seat as a journalist and reminded me how similar and human we are, and that we want the same results: interesting, well-crafted copy.

I want to champion the PR-journalist relationship, shift the old school mindset, and forge a new, more positive relationship in our sector and I hope you might join me?

@hannahnewtonscribbles

More from Hannah Newton to come – later this month, read her eight tips for working with freelance journalists

originally posted on www.carnsight.com

How to get started with SEO 

If you have a website and want to increase its visibility on search engines like Google, understanding Search Engine Optimisation (SEO) is necessary. SEO is the process of optimising your website to rank higher in search results, which leads to increased organic traffic. 

If you’re new to SEO, this mini guide will help you understand the basics and get you started on your SEO journey. 

How do search engines work? 

Search engines, such as Google, utilise algorithms to decide which web pages are displayed in search results. These algorithms take into account various factors, including relevance, site authority, and user experience. By optimising your website based on these key factors, you can increase your chances of ranking higher on Google. 

How and where to find the right keywords 

Keywords are the words and phrases that people enter search engines. Conducting keyword research allows you to understand what your target audience is searching for. Tools such as Google Keyword Planner, Semrush’s Magic Tool, and Ahrefs can help you identify relevant keywords that have high search volume and low competition.

On-page SEO 

On-page SEO refers to optimising individual web pages to rank better. Key aspects include: 

• Title Tags and Meta Descriptions: Ensure your titles and descriptions are compelling and incorporate your target keyword. 

• Header Tags: Use appropriate headings to structure your content for readability. 

• URL Structure: Keep URLs short, descriptive, and keyword rich. 

• Content Quality: Produce high-quality, original content that provides value to your audience. 

• Image Optimisation: Use alt text and compress images to improve page speed. 

Technical SEO 

Technical SEO ensures your website is easy for search engines to crawl and index.  

Important aspects include: 

• Mobile friendliness: Ensure your site is responsive and works well on mobile devices. 

• Site speed: Improve loading times by optimizing images and using fast hosting. 

• Secure website: A secure site builds trust and improves rankings. 

• XML sitemap and robots.txt: Help search engines navigate and understand your site. 

Off-page SEO 

Off-page SEO focuses on building your site’s authority. The main strategy is link building, where you earn backlinks from reputable websites. Additional techniques include social media marketing and guest blogging. 

Monitor and improve 

SEO is an ongoing process. Use tools like Google Analytics and Google Search Console to track your progress and make data-driven improvements. 

By following these SEO basics, you can improve your website’s visibility and drive more organic traffic. Start small, stay consistent, and watch your rankings grow! 

Would you like to learn more about SEO? Check out our discussion on keyword stuffing here!

The diligent amongst you may have noticed that recently an AMBITIOUS TikTok hit a million views. If you were part of that viewership, then thank you!

If not, then before you continue reading this. Stop.

Load up TikTok and take a watch… are you done?

Welcome back.

In this blog, we’ll explore the tactics behind getting more views on TikTok, try to break down and explain the TikTok algorithm, lay down some advice on creating engaging content, and emphasize the importance of producing high-quality videos.

But we’ll also tell you why you shouldn’t just go chasing views! There’s so much more to your content strategy than views and views alone.

What Counts as a View on TikTok?

A view on TikTok is counted the moment a user starts playing your video. This includes replays and views from both your followers and non-followers. However, keep in mind that watching your own video does not count as a view.

The TikTok algorithm is designed to prioritize engaging content that keeps viewers hooked until the end. Even if a user only stays on your video for a second, it will still count as a view. So, focus on creating concise and engaging content that captures attention right from the outset.

9 Tips To Getting More TikTok Views

If you want to know how to get more views on TikTok, there is one thing you have to have firmly set in your mind first.

There are going to be videos that fail.

Viral videos are few and far between. But the more videos you create and put out into the world, the more chance you have that they will start to fly. It’s really important to not be disheartened, we know how it can be, time and effort for little to no perceived result can be demotivating.

But the reality is, that TikTok is a particularly inconsistent social media platform. One piece of content on one specific day might sink like a stone. But if you post it 6 months later, you could end up with a quarter million views.

TikTok users regularly bemoan this lack of consistency in viewer figures. It can make it very hard to predict exactly what will perform well. In truth, there is no silver bullet as to how to get more views on TikTok.

So if you want to get more views on TikTok, creating content consistently is key. Additionally, consider responding to TikTok comments with a new TikTok video to drive traffic between videos and boost engagement.

Lean into the strangeness

TikTok is a strange place and TikTok views equate more to what’s trending at any given moment in time.

To capitalise on this, create videos that respond to questions from TikTok comments, enhancing engagement and views. That could be a cap-cut of a cat on a witches broom, mini-mic interviews or any manner of oddity.

From trending sounds and popular audio clips to TikTok Challenges and everything in between. Rule number one in your TikTok Strategy; if you want to create viral videos and make the most out of TikTok, then you’re going to want to lean into these kinds of viral TikTok trends.

Test & Learn

Once you’ve accepted and leant into the strange inconsistencies that TikTok can throw up, the next thing you need to do is adopt a mentality of testing and learning.

Be experimental with your TikTok account and try different things. If something doesn’t work right there and then, that doesn’t mean it never will. You can also come back to that idea, or particular piece of content at a later date.

But always keep trying new things and focus on creating quality content.

So, how can you create great video content?

Create Content That Grabs and Holds Attention

On TikTok you have mere seconds to make an impact. So your TikTok videos need to get straight to the point. Focus on creating videos that grab people and keep them engaged. Short, high-energy content with a clear story arc tends to perform best.

Jump on the Trend

TikTok’s algorithm loves content that’s on trend. Whether that’s emerging challenges, sounds and hashtags. By incorporating these into content you can see massive increases in views and engagement.

But remember, it’s not just about jumping on trends for the sake of jumping on trends. You need to make sure that when you’re creating on-trend content, you aren’t doing so at the demise of your own brand voice and message.

Hashtag and Sound Strategy

Hashtags are the key to discoverability on TikTok.

Our content strategists research and select a mix of trending and niche-specific hashtags for each post. We’ve also found that using popular sounds can increase a video’s reach. Our approach is to create a blend of trending audio and branded messaging to get the most impact.

Engage with the Community

Building a TikTok following isn’t just about posting great content – it’s about creating a community.

We encourage our clients to respond to comments, join the conversation and even feature user-generated content. This level of engagement not only increases visibility but also builds brand loyalty and authenticity.

Responding to comments with a new TikTok video can drive traffic between videos and further enhance visibility and potential reach.

Consistency is King

In our experience, consistency is key to TikTok’s success. We work with our clients to create content calendars that ensure regular and timely posts. This consistency tells the algorithm you’re an active and reliable creator which can lead to your content being promoted.

Data-Driven Content

You can take a data-led approach, with a strong emphasis on TikTok analytics. Monitoring performance metrics for each post will help you understand and refine your content strategies moving forward.

But Most Important Of All: Don’t Focus Solely on Views!

TikTok success is a mix of creativity, strategy and adaptability.

As a PR and content specialist, we’ve seen firsthand how these tactics can turn a brand’s TikTok presence from invisible to unmissable.

Getting to a million TikTok views may not be immediately straightforward, but that doesn’t mean it’s impossible. If you want to bring up your view count while making great short videos for your target audience, then you can follow the tips and strategies outlined above to help you along the way.

But the key to making the most out of your TikTok is to not go arbitrarily chasing views.

Chasing vanity metrics like views is an old-fashioned strategy like trying to put AVE onto PR coverage.

What you need to do is measure the impact your content is having. For example, every time you post a ‘day in the life’ video from one of your employees, you might see a spike in job applications – that kind of impact.

We’re not saying never look at views. You should do that.

But you should be looking at engagement, comments and sentiment. These are the markers that tell you your content has quality, relevance and meaning more so than views.

To make TikTok work for you, you need to strike the perfect balance between what’s trending and what’s right for you. By following these strategies, you’re not just chasing views; you’re building a robust engaged community that can impact your overall brand presence.

originally posted to www.carnsight.com

If you go along to a single networking event and expect to walk away with a handful of clients, you’ll be disappointed. Yes, it could happen – but most likely, you’ll walk away with a number of new connections. In time, these will then lead to opportunities. A group provides the start of a conversation, not the conclusion of one. Here’s why PR should be thought of in the same way.

Think about touch points

In marketing speak, touch points are the multiple points of contact that an organisation or its people have with customers or prospective customers. These might be physical, digital, or both. You generally need upwards of eight touch points before you convert a prospect into a customer. Just as a networking event provides a touch point, so does a piece of PR coverage. Rarely will a client feature in an article that directly leads a prospect to get in touch and buy their services (although it does occasionally happen). Generally, an article helps to build the story about a company, and provides its audience with a positive touchpoint.

Perfect your pitch

Formats vary, but generally speaking, you’ll be expected to pitch your business or services at some point during a networking event. That could be formally during part of the session, or informally over a drink. Even if you’re not working to a time limit, the punchier pitches are always the most effective. It’s best to get to the point quickly and make it clear, using language that resonates.

The same rules apply in PR. Being able to talk about your business and what it offers in one or two lines is invaluable. The elevator or party pitch idea is useful – if someone asks where you work and what you do, and they’d expect you to tell them clearly and relatively quickly. If you’re emailing a journalist, you need to be able to explain it in a scannable way. And ditch the jargon.

It’s not what you know…

In the words of Angela Roberts, who runs Cotswold Networking, a fast-growing networking group in our area: it’s not always the people in the room that you’re reaching through networking. It could be their wives, cousins, colleagues or friends. Good networking is about making connections, earning their trust and understanding that they can also connect you to others.

The same power of connection is true of PR. This ecosystem works in a number of ways. For instance, many journalists are now freelance and they work for multiple publications. Giving commentary to a journalist for a business site could easily be a gateway to them asking for comments for a future consumer opportunity (as it did with one of our clients, who ended up in Stylist magazine recently).

Being aware of the ecosystem

Equally, having comments featured in one article could lead to your expertise being sought for another one, by a separate journalist. When researching, journalists will often look through previous pieces on similar topics to find potential commentators. That happened to us when some initial comments in Raconteur on alternative Christmas parties led to a piece in the i Paper and two live BBC radio interviews. The strength and depth of the ecosystem shouldn’t be underestimated.

Being helpful pays dividends

As someone who tries to treat others as I’d like to be treated, I’d like to think I’m generally helpful and responsive. And helpfulness is a real focus for us in our work at Carnsight Communications. If we can connect people through our networks, all the better. It’s gratifying when we’re able to put the right people in touch with each other.

Translate this into your PR approach, and it will pay dividends. If you can connect a friend who needs PR with a journalist who needs their expertise – do it. Don’t expect payment or plaudits (although a thank you is always very welcome!) Helping out both parties only serves to strength your connections and build trust.

Always have a purpose in mind

Finally, networking for networking’s sake is like PR for PR’s sake – it won’t land. There are good reasons for doing both things, so make sure you’re clear on your goals.

Always start at the end – what do you want to achieve? It doesn’t just have to be new clients – with networking, it could be making connections with partner businesses, it could be about meeting people in a new area or it could simply be about socialising. For PR, it could be about recruitment or increasing your authority in a certain area. we’ve written more about the many things PR can deliver for your business in our blog.

And sometimes, happily, networking and PR collide. Here are some of the networks we belong to and contribute to editorially:

Bristol Creative Industries – content site and articles.

Cotswold Networking – via its online magazine.

The Business Exchange – through its magazine and online.

originally posted to www.carnsight.com

This article has previously appeared on the ADLIB Blog.

Understanding Digital Marketing salaries is pivotal for job seekers and employers alike. This ADLIB Digital Marketing salary guide provides essential insights into the factors influencing pay scales and highlights the importance of considering additional benefits beyond salary to attract top talent.

VIEW SALARY GUIDE

How do we benchmark salaries and rates?

The following is based on information collated through working in this industry day in, day out, client briefs taken and placements made by ADLIB in the South West. We stress the importance of context when making salary comparisons based on job title. In many cases, there is a significant variance between the bottom end and top end of salaries paid.

Comprehensive Salary Guide for Digital Marketing roles in the South West:

This guide provides salary bandings for various sector roles and their respective job titles, including:

• Content
• CRO
• CRM
• Paid Media
• Performance Marketing
• SEO
• Social Media

VIEW SALARY GUIDE

What to consider when assigning a salary to a role

If you choose to make a comparison, consideration should be paid beyond job title. For example, take into account the business proposition, any client base, specialist knowledge, time of establishment and management responsibilities. All of which will influence salary.

While salary is a key factor, it’s not the only consideration. To attract the best talent, employers should also focus on:

• Hybrid working patterns
• Flexible hours
• Bonus schemes
• Clear progression plans
• Learning and development budgets
• Wellness vouchers
• Maternity and paternity pay
• Pension contributions
• Health insurance schemes
• Discounted gym memberships
• Social activities
• A focus on employee wellbeing
• Inclusive working environment.

Conclusion

To attract and retain top-tier talent, consider the complete package: competitive salaries and a supportive, inclusive work environment.

Written by Tony Allen, Head of Marketing, Digital & eCommerce recruitment at ADLIB.
– Senior Appointments & Strategic Growth | Agency & In-house Marketing.

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