PR Newswire’s CEO Ninan Chacko recently did an interview with Marketing Sherpa’s Daniel Burstein, on the subject of content marketing in the context of the recent Benchmark Report: 2012 Search Marketing Report – SEO Edition.
In the discussion, Ninan noted the shift in tactics driven by the move from brand centric communications to a conversation, which requires the creation and curation of content. The growing democratization of journalism, Ninan noted, also delivers more opportunity for brands to publish content.
Maintaining the cadence of quality content is key challenge for brands in this environment. Ninan and Daniel discussed at length the different types of content organization own, and how they fuel their content marketing efforts with that information.
The two zeroed in on what many might consider “run of the mill” announcements, such as new products, and the traditional means of issuing that news – the press release.
Ninan encouraged listeners to think of the press release as a container for a variety of assets that can inform and engage the audience, and even put readers on the path to conversion.
The press release is, in fact, he noted, a content hub, containing not just text but links and multimedia content. The price point and press releases as a vehicle to amplify the message makes them an effective means of “showing up,” online.
The entire interview is under 10 minutes, and is great viewing for anyone who wants to wring more results from their PR and content marketing efforts.