Top PR Trends for 2015December 11th, 2014 by Viviane Carter
The only thing that is constant is change. This isn’t only true for life, but especially so for online marketing and PR. With just over two weeks left in this year, we have decided to compile a list of the top PR trends for 2015.
Content is still King
Content has become a key element over the past few years, but in 2015, it will become even more important to create quality content to stand out. With the advancement of smartphones and tablets, the way people access information has changed considerably over a short period of time. As the targeted audience gets more educated, their expectations rise and they become pickier. Mere quantity won’t do; you have to go for quality: creative, targeted and compelling brand content that stands out from that of your competitors – and is accessible on all devices.
Another important factor is going to be time. Publishing your content quickly, without lengthy approval processes and delays, will be key to keeping your content current and relevant. The online world moves at an incredible pace, keep up or it might move on without you and your content.
Content marketing and brand journalism
Provide your customers with information and value rather than directly selling your product with obvious marketing content. Keep your audience’s interests in mind when writing content and make sure it is consistent and represents what your company stands for. In this way, you build trust, credibility and influence. Brand journalism will have a positive effect on your reputation for being knowledgeable in your field of expertise and set you apart from the competition.
Visual content is no longer optional. Between YouTube, Pinterest and Instagram, visual content is growing and – more importantly – it is very successful. Data suggests that visual content increases your views; in fact 94% more total views are attracted by visual content. Images and other visuals such as video make your content stand out; multimedia entertains, educates and inspires your audience. They increase engagement, convey emotion and therefore influence decisions. Make sure that your content will work across platforms, whether it is desktop, tablet or mobile.
With the update of Facebook’s algorithm in 2013 organic appearance of content in Facebook fans’ newsfeeds declined, increasing the importance of placing paid content. At this point, most online platforms, such as Facebook, Twitter and Instagram, offer sponsored content options. As a result, it is becoming increasingly important to invest more effort and money into a paid strategy.
PR & Social Media
Public relations and social media have become more and more entwined. Social media is a very important tool for building brand awareness and preference, so it is key to get your social media presence right. In 2015, it will become even more important for companies to align and integrate their PR and social media for authentic engagement and two-way conversations with their customers. Social media hasn’t only made it possible for you to talk directly with your customers – they have also turned your customers into brand advocates. By posting about your product on Twitter, Facebook, Pinterest, etc. they help promote your or your client’s product, so show them your appreciation and make it easy for them to spread the word by providing relevant, interesting and engaging content.
If you would like some help navigating the exciting, ever changing landscape of PR, feel free to get in touch with us.