Modern digital PR campaigns typically make use of a vast range of media for reputation-building purposes, from company websites and social media to e-shots and e-newsletters. These are areas in which Vantage Public Relations can provide sensitive and appropriate management, helping to ensure that those performing a search for your company online read and hear only the most favourable content affirming your status as an industry authority. However, while all of these media can undoubtedly wield great power over how your business is perceived online, they are not without their drawbacks. The effectiveness of social media, for instance, can be subject to the rises and falls in popularity of particular platforms and the latest algorithms and policies that those networks implement. |
That context can be provided by a practice that has proved an evergreen feature of Digital PR Campaigns over the last decade: blogging. Even the most simple company blog can add vital personality, colour and interactivity to an otherwise static and less-than-engaging business website, while also bolstering the impact of many of the other media. A strong blogging strategy, for instance, can fuel a social media campaign with original content that establishes your company as a thought leader, not simply a commentator on content recycled from elsewhere.
Along similar lines, your firm's e-newsletter campaign could be revived by using it to draw attention to when new blog entries have been posted. This is without reckoning with how the blog posts themselves can attract greater numbers of your target audience through the use of such relevant and compelling content as industry tips and tricks, answers to frequently asked customer questions and case studies - all incorporating memorable image and video content.
With a well-conceived and routinely updated blog, businesses can extract maximum value from all manner of other aspects of their digital PR campaigns. Whether you use your own company blog to provide your angle on the latest industry developments, respond to topics in the press or simply give your enterprise more of a 'human face', it can be a key aid in strengthening the regard in which your business is held online.
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