I know that word marketing is still frowned upon in many PR agencies and communication departments. After all, you do press and public relations work and not naughty marketing. But like almost everywhere in the communications sector, PR is in the digital transformation. And in my opinion, this can only lead to one goal: integrated, digital communication, better known under its New-English name Content Marketing.
Content Marketing provides the toolbox for modern communication
So, dear communicators, please engage with what the basic concept of content marketing can mean for communication. In fact, digital content marketing offers exactly the toolbox that communicators need to get their message across to the woman or man: digital, content-driven communication on all channels and platforms of the online and offline world, search engine optimized writing, storytelling, content and formats in image, text, sound and video and much, much more.
In addition, there is a pinch of what has long been frowned upon in communication departments: Instead of “We do not pay for coverage” is now called “targeted push with Paid Media” – of course, in addition to the organic and classic methods. Building up a RELEVANT reach with all methods of growth hacking is also the supreme discipline for communicators.
Press talk becomes digital communication
As simple as that sounds, digital communication with the tools of content marketing means profound cultural change in press offices, communication departments and even PR agencies. Where classic one-to-one communication with a few gatekeepers (journalists) no longer functions or only works poorly, new strategies and processes have to be found to make content-driven brand messages public at all or to new gatekeepers (bloggers, influencers , Decision maker …) to bring.
Classic press talk turns into digital communication – also known as content marketing.
My personal opinion: communicators who have not done so should not be put off by the evil word marketing. Instead, they should embrace the topic of content marketing very quickly, put their own stamp on it, and do everything in their power to provide the necessary infrastructure in their agency or communications department
Newsrooms are created in the communication departments
This infrastructure is in most cases a newsroom. Ideally, even a structural unit aka open-plan office on which a team of theme and channel specialists recorded the platforms and channels – and of course the classic press talk does not forget. Because that is as important today as it always was.
For example, Siemens was a pioneer of the newsroom concept in German corporate communications for a long time. But also the solution that Christian Buggisch drives with his team at DATEV or Philipp Schindera with the Content Factory of Deutsche Telekom are considered groundbreaking for me.
How do communicators reach their target groups today?
From my own experience, I know that many other large companies in Germany are working on their own newsrooms and communication concepts for the digital world. Questions that move the makers there: Who do we want and need to achieve? How do we reach these people? On which channels? With what content? Which processes and structures do we need for this? How do we measure our successes? And above all: what skills do we have to build with our own people in order to survive in the digital world?
Newsrooms only work with know-how
That the last question is the most important for me, I have already described here. Without the development of craftsmanship and know-how I see black for the future of PR. Only when veteran spokespersons actively and enthusiastically use the new communication channels can they effectively communicate their knowledge and competence.
Without Twitter, Facebook, LinkedIn, Google and many other platforms, effective and fast PR can hardly be achieved in times of social media and falling editions, paywalls and shrunken editors. And crisis PR, which takes place first of all in the network, certainly not.
To the author: Anyone who deals with the subject of digital content marketing can hardly ignore Karsten Lohmeyer. The 45-year-old worked for many years as a journalist, founded the well-known media blog LousyPennies.de and built u.a. a content marketing subsidiary of Deutsche Telekom. Today, as a consultant, he develops and implements complex content marketing strategies and deals with his favorite hobbyhorse, the Growth hacking.