In the ever-evolving landscape of public relations and marketing, businesses are constantly seeking the most effective ways to reach their audience. At Wordzmiths, we understand the importance of leveraging both editorial content and paid advertising to maximize brand awareness and engagement. We explore the impact of these two strategies and how to carry brand awareness across all platforms, particularly LinkedIn, while emphasizing the importance of video content and CEO messages.
Editorial Content: Building Trust and Credibility
Editorial content, often referred to as earned media, is content that is published by third-party platforms without direct payment. This includes press releases, guest posts, and articles written by journalists. The key advantage of editorial content is its ability to build trust and credibility.
It is perceived as more objective and less biased; therefore audiences are more likely to trust and engage with it. We always quote appropriate embedded CEO messages in our news releases to ensure their brand has a strong personalized presence and each topic is directed at a specific audience, whether it is business, financial, consumer or leisure media.
We have a strong research and fact-checking department to ensure our stories are accurate and engage with the appropriate LSM’s and audience, readers, viewers or listeners. Never overlook the power of radio which is less intrusive and engages with audiences while they are driving, relaxing on the beach, vacation, in bed or in the office. Many people stream radio channels during office hours while television is more focused and required viewers’ full attention. However it is a fast decreasing market with the uptick of podcasts and YouTube channels popularity. Many presenters are leaving mainstream media where they are required to reflect often biased views of the owners, like Piers Morgan, Megan Kelly, Ben Shapiro, and on the local front, Alec Hogg and Biz News having their own targeted channels. The landscape of traditional television channels is rapidly changing and clients need to keep aware of these trends. Locally the paid DSTV medium is rapidly losing subscribers who are moving to other streaming options.
Benefits of Editorial Content:
Credibility: Editorial content is often seen as more trustworthy because it is not directly paid for by the brand2.
Engagement: High-quality editorial content can generate organic engagement and shares, leading to increased visibility.
SEO Benefits: Well-crafted editorial content can improve search engine rankings, driving more traffic to your website.
ROI can be measured in terms of AVI’s by engaging the services of a news clipping agency who tracks all print, electronic and social media mentions. This service can also track opposition exposure.
Paid Advertising: Controlled and Targeted Reach
Paid advertising, on the other hand, involves paying for ad placements on various platforms. This includes sponsored content, display ads, and social media promotions. While paid advertising allows for greater control over the message and placement, it is perceived as less authentic compared to editorial content.
Carrying Brand Awareness across Platforms
To maximize brand awareness, it’s crucial to maintain a consistent presence across all platforms. LinkedIn, in particular, is a powerful tool for B2B marketing and professional networking. Here are some strategies to enhance your brand presence on LinkedIn:
Consistent Branding: Ensure your LinkedIn profile, company page, and posts reflect your brand’s visual identity and messaging.
Engaging Content: Share a mix of editorial content, industry news, and thought leadership articles to engage your audience. Other relevant players can be quoted and featured
Active Participation: Engage with your audience by responding to comments, participating in discussions, and joining relevant groups.
The Importance of Video Content and CEO Messages
Video content is becoming increasingly important in digital marketing. It is engaging, easily digestible, and can convey complex messages effectively. Incorporating video content, especially messages from your CEO, can humanize and personalise your brand and build a stronger connection with your audience.
Tips for Effective Video Content:
Authenticity: Ensure the video content is genuine and reflects the values of your brand.
Quality Production: Invest in high-quality production to make a professional impression.
Clear Messaging: Keep the message clear and concise, focusing on key points that resonate with your audience.
Enhancing Your Business WhatsApp Profile
Lastly, don’t overlook the power of your business WhatsApp profile. Ensure that your profile picture and logo are professional and consistent with your brand identity. This small detail can make a significant impact on how your brand is perceived.
By combining the strengths of editorial content and paid advertising, and maintaining a consistent brand presence across all platforms, you can effectively enhance your brand awareness and engagement. At Wordzmiths, we are committed to helping you navigate these strategies to achieve your marketing goals.
