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How Content Marketing Can Help Build Your Brand: Tips from Sandra Fathi



How Content Marketing Can Help Build Your Brand: Tips from Sandra Fathi

Content marketing has been “the hot topic of the year” for the past few now. But the inbound marketing strategy we talk about today actually made its way into the marketing world circa 1867 and it’s been alive and well ever since. Today though, it can and is being used to support and build brands better than ever before.

Especially if you’re in PR – which relies heavily on engaging stories – you already have the skills to get started on the right foot, right now. The natural symbiosis between these two fields has been mentioned a lot, especially of late, and it’s still underused across organizations all too often. Where are opportunities waiting for you that you haven’t taken advantage of yet?

Sandra Fathi, President of Affect, sums up her perspective, which spells out the natural parallels to PR and also the activity’s simplicity:

“Content marketing is really about providing value to your target audience. It’s providing valuable information, data, educational material, resources, expert advice, and opinions in formats that are easy to consume and share … this approach … focuses on the intersection of [your] target’s interests and your organization’s message, making it much easier to gain an audience and position your company as industry experts.”

When it comes to adding value through content marketing, as with PR there are no short cuts. But the natural strengths of a public relations professional will serve to enhance your efforts tenfold. In content marketing today, one’s relationships with influencers is a secret weapon.

Sandra says, “partnering with recognized industry influencers can also add credibility to your content marketing program. Like with any marketing program, distribution is key. By partnering with influencers and gaining access to their networks, and often active and engaged followers, brands can accelerate the speed at which their content is distributed as well as reach a much broader audience than they could on their own.”

Even if you’re just getting started, leveraging your existing network and / or your influencer outreach skills can help your content reach far more people than you could on your own, and you also invest your efforts with greater credibility. Your activity with influencers helps you build up your reputation as a content creator among a community of valuable prospects. Sandra says, “influencer ‘devotees’ are going to be much more receptive to content than cold prospects from a purchased email database because they know and trust the source that is sharing the brand’s content.”

Continuing to strengthen your relationship-building skills as you create and share content will serve you in your career moving forward. For more pointers on doing just that, download our tip sheet, How Influencers and Content Marketing Can Build Your Brand and Grow Your Business.


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