A Clear View: The Clearpoint Agency Blog

End of Year PR Checklist

Posted on December 29, 2016

The start of a new year brings New Year’s resolutions, new beginnings and new goals. And the beginning of a new year is also an opportunity to reflect on the previous year’s public relations successes and missteps.

If you find that you were just shy of reaching your communications goals in 2016, either because they were not specific enough or too ambitious, check out our end-of-the-year PR checklist below. Use it to help guide your PR strategies for the upcoming year.

Evaluate Competitors – Have your PR team perform a competitor communications analysis to identify the various tactics your competitors use in their PR and communication programs. Take a deep dive to see if they are doing anything unique and analyze what seems to be working for them or not. Most importantly, look for areas of missed opportunities. By analyzing your competitors, you can find ways to differentiate and more effectively position your brand.

Review Messaging –  Does your messaging still resonate with your audiences? Have your messages changed overtime? If you think your messaging needs refreshing, it may be time to hold a messaging session. As your company grows and changes, your messaging will as well. It is important that your messaging stays current to ensure that all PR deliverables – press releases, social media posts, website content, whitepapers, conference materials and more – are in sync and consistent with what you want to communicate to your publics. Look for your use of jargon and overused phrases. Work to develop messaging that clearly communicates the compelling benefits of working with you and how you solve challenges.  Make sure your messaging is as unique as your organization is.

Analyze Social Media – Examine your social media channels to see what type of posts resonate with your audiences. Consider updating your social media strategy to coincide with your messaging.

Social media is constantly changing. What is trending one day may change the next. It’s critical that you understand which social media platforms your audience uses most and what content results in solid engagement. Once you have reviewed your social media, create a new social media plan and calendar for the new year. Focus on goals you want to accomplish with social moving forward.

Update Website – Similar to social media, website trends continually change – everything from navigation to design to mobile capability, and everything else in between. We recommend refreshing your website at least once every two years. It is also important to update your website content to be concise, well written, and on target with your messaging. Look at your images and headlines. Sometimes just changing out the images and adjusting headlines can freshen up your website between major revamps.

Set Goals –  Work with your PR team to determine communications goals for the forthcoming year. What are the most important things you need to communicate to your publics? Is there a challenge or opportunity you must address? Are there more creative ways of telling your brand’s story? Did you land the kind of earned media you wanted to over the past year?  Did your press releases tell a story over time? What kind of content do we need to create? Ask yourself these types of questions and develop a set of goals, and at by this time next year, you will have a way to measure your communications success.

From everyone at Clearpoint Agency, we wish you a happy and prosperous new year!

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Clearpoint’s New Infographic: B2B Content Marketing

Posted on July 21, 2014

B2B companies have different needs when it comes to marketing. However, B2B companies as a whole have joined B2C brands in realizing the potential of content marketing to drive brand awareness and increase revenue. But how is this content marketed from one business to another? Our latest graphic dives into why B2B companies utilize content marketing, and what tactics they are using online to market their content.

Infographic_content-marketing_V1

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5 Ways Video Content Drives Results for Your Brand

Posted on May 30, 2014

Workplace with tablet pc showing media player and a cup of coffeVideos are a mainstay for the modern marketer and for any business wanting to compete for attention online. Engagement rates are often higher with video than with other forms of marketing content today. Competing for attention in a vast marketplace is challenging, demanding and often confusing for marketers and content managers. Utilizing video will help get attention for your brand by reaching overwhelmed audiences with creative and compelling content. Here are 5 of the biggest reasons Clearpoint Agency suggests using video content in your digital marketing strategy.

 

  • Immediacy: The Content Marketing Institute asserts that there is simply “no content on the web today has the same viral potential of video, and few forms of content can match it for immediacy.” Video impacts directly, and is absorbed very easily; with the sights and sounds an audience experiences, video provides the most direct contact besides actual face-to-face interaction.
  • Traffic: Cisco recently estimated that video will account for nearly 70 percent of all Internet traffic by 2017. Using video to create traffic to your site is a great idea not only because of the size of the market, but due to the fact that 64 percent of people are more likely to buy a product after watching a video about it. Having your videos in multiple locations drives customers directly to your site to make purchases.
  • SEO : YouTube is the second most popular search engine in the world, accumulating more than 30 million viewers per day and more than 1 billion viewers every month. High-quality videos with the proper tags and key words often earn very high search rankings. Having well-produced videos linked to your site, or to your social media accounts can really go a long way in terms of search engine optimization (SEO).
  • Engagement: Videos are a great way to become more important on social media because visual content yields high levels of engagement, and video content surpasses still images. Social Media Today reports that companies with Vine (a popular video sharing app) accounts see a 400 percent higher share rate with Vine videos than any other form of video content.
  • Retention: Consumers are much more likely to remember video content than other marketing materials. Text and pictures simply cannot compete for space in the viewer’s memory if there is video present. According to TechSmith, 80 percent of people can recall a video ad within 30 days – that’s the retention rate every marketer dreams of.

 

As the Internet and social media landscape continue to evolve, adapting to changing trends will elevate your content marketing program and drive results. Video has evolved into an indispensable marketing tool to grab your audience’s attention and boost engagement with your brand.

 

In short, people love video – USE VIDEO!

 

This blog was contributed by Ryan Sabatini, Account Coordinator at Clearpoint Agency.

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