Connecting the content on your marketing channels is an excellent way to symphonise your brand messaging and ensure your audience stays in tune with what’s happening.
If you haven’t already, start by identifying your key communication channels. It makes sense to keep these channels flowing with fresh content and brand news, rather than trying to cover all bases and post on all channels (even the ones your audience aren’t reading).
Once you’ve nailed your main marketing channels, create a content plan a month or so in advance which details how you’ll keep these updated and what you want to share, when. To make things easier to track, split your plan into owned content, earned content and paid content. This will give you an overview of what you can do yourself and where money needs to be spent to amplify your message. Depending on the message, your content can be shared through channels you own, earned through media coverage and boosted using paid marketing activity.
Understanding owned media
Owned media is content that you own and control on your business marketing channels. Think blogs, websites, social media channels and email marketing. The harder you work at producing unique content for your owned channels, the more media you’ll earn and the more customers you’ll naturally attract. You’ll also notice that this will gradually uplift your companies SEO rankings too.
Understanding earned media
Earned media is content that’s shared on third-party channels – ranging from recommendations to news articles. This all links back to creating content that’s worth sharing. Company updates, unique start-up stories, informative blog posts, a strong SEO strategy and engaging social media posts can all support your brand’s quest in achieving earned media, so it shouldn’t be underestimated.
Understanding paid media
Paid media is what it says on the tin – content that you pay to promote. It’s an effective way to expand the reach of your owned and earned media, reaching new audiences that might not see you without the help of an extra boost from advertising. Paid media might come in the form of boosting social media adverts, paying influencers to wear your product/use your service/promote your brand or advertising on Google to appear at the top of search engine rankings for specific keywords/terms.
Shaping the perception of your brand
Connecting your content across these channels will help shape the story of your brand and allow your audience to follow the progression of your business. It also means you’re in control of shaping the external perception of your brand. Decide what you want your audience to know, learn or see and explain this in different ways, tailoring your content to each channel. This also makes your content sweat more, reaching a wider audience and saving you time (we know all too well how difficult it can be to market your own business when you’re busy providing a service or selling products to your customers).
For content and PR support in Huddersfield, West Yorkshire and beyond – get in touch by emailing firstname.lastname@example.org or calling us on 07792734259 to discuss marketing your business in the right way.
Automotive, motoring and fleet are highly competitive industries, and publicity is key to making your mark and standing out against other businesses that other similar products or services, PR will help shape the perception of your brand (the LIT motto) and with the right kind of content, position you and your brand as thought leaders in the industry.
News that’s worth sharing
Deciding what news is media-worthy can be tough to nail, but we recommend tailoring your media lists to each news item. We also recommend adapting your news or press release further to meet the needs of a specific publication. For example, if your news relates to a new vehicle model, but you want to send it to a fleet management magazine, highlight this in your release. Pull out all the information about the vehicle that relates to fleet management and make sure it’s prominent in the pitch and accompanying release/information you’re sending to that specific journalist.
In terms of the information you might have media success in sharing, publications are interested in news that’s topical (relating to current mainstream news/events – timing is everything), company successes (new appointments, information about business growth/profits, new clients, new products/services etc), news that’s unique, stories that have a human interest angle, or those issues that might directly affect the audience reading about them. Before you decide whether something’s newsworthy, take advice from your PR agency who are best placed to point you in the right direction of what will fly with journalists and what won’t. One simple trick is to look for similar stories published in the media, which publications have published them and what makes them interesting.
So which publications should you be targeting to spread the message about all your companies achievements and campaigns? We’ve put together a handy selection of UK automotive, fleet and business media to help you define your media list.
Example target publications for automotive/fleet/business coverage in the UK
Are you a West Yorkshire automotive/fleet/motoring business that wants to amp up your local, regional or national publicity? Get in touch with LIT’s founder and PR professional Sophie for a free PR consultation.
Sophie Marsden, owner and PR specialist at LIT Communication