5 pieces of content every brand manager can create

PR and marketing pros can move past boring press releases and promotions with these ideas to boost interaction online.


The fight for eyeballs is fierce.

Publishers and brand managers create content that call for readers’ attention, and the more that gets published, the harder it is to break through the noise and be heard.

PR and marketing pros are under increasing pressure to create visual content and stories that resonate with consumers, enticing them to share it with their online communities.

Here are five pieces of content every brand manager can create:

1. Compelling stories.

Rather than sending out a press release for an announcement that isn’t really news, highlight a customer testimonial or an employee experience.

Now more than ever, brand managers can publish stories on company blogs, social media or online newsrooms. These stories can grab a reader’s attention more than a company press release, especially if they contain compelling characters or situations.

You can also ask employees to submit an article or two and then feature them on your organization’s website and through social media. This is a great way to gather stories from within your company, and promoting the people who participate can foster good will internally and externally.

2. Infographics.

The PR and marketing world is growing increasingly more visual thanks to social media. Infographics are a simple way for brand managers to convey information and share it in an image rather than through text alone.

Though some companies hire professional graphic designers to create the perfect chart, brand managers can also use Piktochart or Infogr.am to create infographics on the fly.

These visuals can turn data into something readers want to read and share, but keep things simple—in the amount of information on each infographic as well as its design.

3. Quote features.

A snappy quote can spark consumer interest and get folks to click through to read more. Just look through Buzzfeed or Facebook’s trending topics.

Sharing a quote from a press release or content marketing article can be as simple as creating a tweet. According to Diana Lind, Philly.com’s director of digital audience development, and Erica Palan, Philly.com’s social media manager, journalists should share their stories on Twitter four times, and once should include an interesting quote and link. PR pros and marketers can put this advice to good use, too.

You can also make a quote visually appealing as well by using Canva or PicMonkey. Grab a photo that fits the quote to create a picture that can be easily shared across social media platforms.

4. Short videos.

Jimmy Fallon, Jimmy Kimmel and Ellen DeGeneres are just a few celebrities who have mastered YouTube. However, you don’t have to be a star to create successful videos.

Brand representatives can create short, humorous videos that promote a service or event, such as Ragan’s video about infographics, or a spoof on a current trend, such as The Zimmerman Agency’s Christmas video featuring its staff dancing to Taylor Swift’s “Shake It Off.”

Don’t have the jobs for video shooting and editing? Apps such as Meerkat and Periscope enable brand managers to give online fans a peek behind the scenes at a company or firm. Vine and Instagram videos also offer super-short branding opportunities.

5. Expert listicles.

Swap out tired press releases for a thought-leader article on a topic of your choosing, and watch the shares come in.

Writing an article—for LinkedIn or Medium, company blog or a third-party publisher—shows off your knowledge about a specific topic or trend and boosts trust in your organization’s products, services or mission. This can lead to additional consumers and clients.

Expert articles about a current study or situation in the PR and marketing world can be a great opportunity for communications pros to spread their influence. However, listicles—articles organized with an easy-to-read numbered list—are more likely to be shared.

With a plethora of content online, most people will skim articles for information, and a listicle can be shared across more social media platforms. Many readers are on mobile devices, which makes scanning even more common.

Join us in our open-mic #RaganSocial Twitter chat Tuesday, April 7, at 2 p.m. Central; we’ll discuss more ways to boost content marketing and press releases.

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