GROW! Marketing and Public Relations Tips

Why PR and Content Marketing Should Be Planted in the Same Pot

Posted by Merissa Blum on Thu, Dec 18, 2014 @ 8:26 AM

Repurposing is a piece of content marketing that can be extremely beneficial to your garden brand.

In the past, public relations and content marketing were two separate entities.

Today, these two focuses rely on one another.

Read on to learn how important repurposing content can be to your garden brand.

Where to Start

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First, let’s make sure we cover all of our bases.

In order to begin repurposing content, your garden brand needs to first create your own customized content that pertains to your specific audience and product or service.

When creating this content, remember to focus the attention on your audience and what your garden brand can do for them. Ask yourself "what's in it for my customer?"

In each piece of content you create, be sure to include links and photos that direct audiences back to your website where they can read even more pertinent content.

Once your brand has created this core content, you then need to harness those custom materials and begin repurposing.

Repurpose for New Audiences

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Traditional media does not work like it used toToday, there are so many new ways of sharing content.

Your garden brand should to not only pay attention to your core audience, it also needs to reach out to the people who you are not yet engaged with.

A simple way that you can reach new audiences is by repurposing content.

Check back to that core content you already produced and consider how you can tweak those messages to appeal to a new audience or other areas and focuses.

For example, if you wrote an article "How to pot up amaryllis", consider a DIY audience and repurpose the post to focus on using household materials to create a container.

Benefit of Having MORE Content

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Having this information available to multiple audiences is important because people today are constantly researching products before purchasing. In fact, 81% of shoppers research online before making a purchase. 

If they are going to consider your garden brand, they need to have information available to them ahead of time.

If the information is not available or easily accessible, there is the possibility of losing these customers to brands that do have the information or reviews they are looking for.

Make content easily accessible by engaging with your consumers in every way that you can.

Connecting with Audiences

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Social media is great because it is inexpensive, but you are now competing with everyone else who can also utilize these tools.

Stand out from other brands by using social media as often and efficiently as possible.

Also, be sure to stay engaged! Engagement and communicating with your audience online is vital. You can't only show up when you have something to sell.

You want to be the brand that consumers go to for information and to ask questions. Your audience will feel comforted to know that you will be there to help them with any questions they have. And when they are finally ready to make a purchase, guess who will be the first company they turn to?

When repurposing and creating content, keep in mind that your goal is to develop a brand that people trust.

Creating a trusted brand persona will help to build a long-term, passionate and engaged audience.

Marry content marketing and public relations to lead your garden brand to success.

Learn more about content marketing through our Crafting Content in Context eBook 

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Topics: garden marketing, audience, garden business, Garden Media Group, content marketing

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