over 3 years ago

In Inbound Marketing, public relations is a way to unite media and brands.

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Let's start by remembering that there are 2 types of extremely important content for a brand:

1. Content that appears spontaneously in media that do not belong to you (traditional or digital)

2. The own content that it generates on your website, your blog and your social networks

When we launch an Inbound Marketing campaign we must work towards a harmony between both types of valuable content.

The external media are outside the control of your company and the content depends on the intentions and journalistic criteria of each one (we are talking about articles about our product or service in newspapers, magazines, websites, TV / radio, among others).

Those media criteria are independent of the interest of your business.

The presence there occurs in 2 ways:

1. Spaces are bought (which is no longer recommended in terms of impacts, unless talking about native advertising )

2. Spaces are “won” because the journalistic interest of the medium is awakened

Public relations serve to use, to our advantage, both ways.

If the relationship with these media are aligned with a clear strategy and metrics, of course they serve to attract potential customers to your website spontaneously, as long as you plan it wisely.

When we guide in a medium, the objectives of that medium are added to ours.

The media, like companies, seek to attract an audience and identify it (conversion) and keep it within their site, with a growing interest in continuing to relate them to certain content.

This is only possible thanks to the adoption of Inbound Marketing strategies on the part of both parties, of us as a company that guides or generates valuable content and of the medium when publishing it.

An accurate shot is to think how the relationships with each medium will give us high visibility in the launch of a new product, in the entry into a new market or in the change in the positioning to bring an increase in traffic to the brand's website.

And to achieve all that, we must use the greatest amount of means available to us.

However, in a world with so many messages, content and media, the duration of these common relationships is always too short.

And hence the importance of working on the same page for a long time through a public relations strategy.

Good relationships with the media can help a lot to think about Inbound Marketing strategies that offer useful content to certain audience profiles and help build a community of people who interact with that content, which will eventually become new opportunities for sales.

In other words, while the media increase their visibility, of course they can help us to generate new leads and establish a new long-term business model.

If you were interested in this article, you may want to know more about other types of Internet advertising (so-called "promoted posts" ).

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