There’s a lot of discussion these days about the role of content in the public relations and marketing strategies, and much of it is focused on the awareness-generating and attention-acquiring benefits a stream of content can produce.
However, as an organization builds out a content strategy, it’s also important to consider the role the published articles, case studies, press releases, blog posts, white papers, etc., work together to create a pathway for readers that ends (ideally) in conversion.
“Content creates the context for consumption,” noted Ninan Chacko, PR Newswire’s CEO, at the Content Marketing Summit hosted by the Business Development Institute last week. “Earned & paid media historically have been separate silos, but that’s changing. Social media has brought the two together. Audiences don’t live in the paid or the earned environments. The challenge is now how to craft content that lives across different media.”
The challenge for communicators, he went on to say, is in understanding the resulting metrics, and how engagement activities, such as social interactions, contribute ultimately to conversion.
“Ninan made a great case for engagement as a metric. While retweets, likes, and other signs of engagement might not directly translate to leads, they are invaluable when it comes to measuring the success of your efforts,” wrote blogger John Brhel of Social Eddy, in his own recap of the event titled “Top 5 Quotes from Content Marketing Summit 2013.“
Here is Ninan’s presentation deck, which illustrates the connection between content and customer conversion: