Manchester-based, consumer PR agency Brazen announced this week that it has rebranded as a PR and content marketing agency. In addition to PR, the agency will now offer digital and branded rich-media content, live activity, search marketing services and paid-for channel distribution.
Brazen has said that this move comes following the rise of social media and the dramatic changes in search means more emphasis is being placed on creating engaging, original content and getting content seen, shared and talked about.
This is a wise move by Brazen and one that most PR agencies will have taken steps towards over the last few years as content marketing leads the way in terms raising brand awareness and generating sales in a cost effective way.
In the B2B sector for content marketing to work, in whatever format e.g. a blog, video or a Twitter campaign, it needs to be both relevant and valuable to the target audience. And although that sounds easy enough in theory, in reality, there’s a fine line between successful content marketing and producing vast quantities of ‘spam’ or unengaging content which people don’t want to read.
A content marketing strategy should be led by the needs of the audience you wish to target and recognise how you can be useful to them. From practical, advice driven-content to information that informs, entertains or educates – it’s essential that this multi-channel content is engaging and that your brand is associated with it. And remember, content marketing is a commitment not just a campaign….are you ready to commit?