Tag: content

What is Content Marketing and Why Does It Matter?

Posted on November 11, 2025 by Open Communications

A close-up shot of a laptop and a person's hands typing on the keyboard, used to describe content marketing.

At Open Communications, we don’t just churn out words and hope they stick. We create the right content, for the right audience, in the right places, and we make sure it does the heavy lifting for your brand.

If you’ve ever wondered exactly what “content marketing” means, why businesses invest in it, and what it could do for you, here’s our straight-talking approach.

What is content marketing?

Think of content marketing as the long game in your communications strategy.

It’s not about shouting “buy now” at anyone who will listen. It’s about building a genuine, lasting relationship with your audience so that when they need what you offer, you’re the first name they think of.

It involves creating and sharing press releases, videos, social posts, podcasts and other materials that:

Build trust in your brand.
Show your expertise.
Keep your audience engaged.

The overarching goal? To encourage action – whether that’s making a purchase, sending an enquiry or simply seeing you as a go-to source for insight and information.

The key thing to remember is this: it’s not about filling space online. It’s to make your audience want to hear from you, while also keeping them coming back for more.

Why does this matter?

Today’s audiences are savvy. They can spot a hard sell from a mile away, and most will scroll right past it. Content marketing works because it focuses on value first and sales second.

That value might come in the form of a blog that answers a question they’ve been Googling, a social post that makes them nod in agreement, or a video that explains something complex in a few simple steps. Sometimes it’s a podcast that offers a fresh perspective from someone they respect.

By consistently sharing helpful, relevant and more importantly, engaging content, you’re doing more than just selling. You’re building credibility, showing you understand your audience’s world, and proving that you have the expertise to help them. Over time, this positions you as a trusted source – and trust is the foundation of every successful customer relationship.

What does it include?

When we work with clients on content marketing, we don’t just start typing. Every piece of content has a clear role in a wider plan.

That means considering elements such as:

Keywords – so your content gets seen by the right people at the right time.
Messaging – keeping your key points clear, consistent and memorable.
Tone of voice – so your brand personality comes through across every channel.
Call to action (CTA) – guiding your audience on what to do next without being pushy.
Positioning statements – making it clear where you sit in the market and what sets you apart.
Talent – sharing insight and experiences from the team through thought leadership articles and comment pieces.
Evidence of expertise – case studies, statistics, and examples that strengthen your authority.
Third-party contributions – trusted voices that boost your credibility even further.

It’s a joined-up process. Whether we’re writing thought leadership articles, case studies, or social campaigns, every piece of content reinforces your brand and moves your audience one step closer to you.

Why we offer it

The reason is simple: it works.

A strong content marketing strategy delivers value in a way that a one-off sales pitch can’t. It builds relationships, it gives people reasons to trust you, and it helps them remember your name.

We also know that not every business has the time or headspace to keep content fresh, relevant and effective. That’s where we come in. We work as an extension of your team, getting under the skin of your brand, so every piece feels genuine and on point.

As an agency that specialises in PR, social media and multi-media content, we make sure your message doesn’t live in isolation. Instead, it’s part of an approach, a complementary set of tactics that promotes your business, giving you consistency and impact across every channel.

Why not just write it yourself?

After all, anyone can put pen to paper.

But… producing effective content is about more than just writing well. It’s about knowing what will resonate with your audience, structuring it so it’s easy to read or watch, and optimising it for search without losing its human touch.

It’s also about maintaining consistency across multiple channels and formats, making sure your tone, messaging and quality don’t slip. And crucially, it’s about tracking what’s working and adjusting your plan accordingly – something that doesn’t happen overnight and takes time and a strategic eye.

When you work with professionals, you’re not just outsourcing the writing. You’re bringing in the experience, perspective and know-how to make your content work harder, and freeing yourself up to focus on running your business.

Our approach at Open Comms

Let’s be honest – content marketing can sometimes feel like a lot of noise.

That’s where we come in.

We cut through the jargon and focus on creating content that actually makes a difference for you and your business. For some clients, that’s blog posts that keep them front of mind. For others, it’s social media content that sparks conversation, thought leadership that positions them as experts or multimedia pieces that stop the scroll.

We don’t do “one size fits all”. Every client is different, so every strategy is tailored. But what is the same is that we get to know your business inside and out – your challenges, your goals and your audiences – so we can create content that genuinely connects.

The bottom line

Content marketing isn’t about filling space or ticking boxes. It’s about making meaningful connections, showing off your expertise and building trust over time.

Done well, it can:

Attract new customers.
Strengthen relationships with existing ones.
Position you as a leader in your field.
Support your wider marketing and PR activity.
Secure sales.

What’s more, PR and marketing will deliver results you can actually measure, helping your business grow over the long term.

Let’s talk content

If you’re curious about how content marketing could work for your business, we’d love to chat. We’ll put the kettle on (biscuits are on us!) and talk through how we can help you connect with your audience, share your story and deliver results.

At Open Comms, we don’t do air kissing, but we do offer straight talking, creative thinking and a content marketing strategy that works as hard as you do.

Get in touch with us today.

Considering a career in PR

Posted on August 11, 2025 by Lindsey Davies

Tileyard North where Open Comms is based in Wakefield

In July, Charlotte Woods came to Open Comms for work experience. Although she didn’t have long at the agency, she took the time to write a blog about her thoughts on a career in PR. Find out more about her experience and what she thought of agency life below.

Where do I see myself in 20 years? One thing that has always fascinated me is consumer behaviour and how brands become successful. As I grew up, I learned to understand that the key to this success is all about how a brand is marketed, and how a relationship is developed between these companies and their buyers.

This is where PR comes in: an ever-developing industry that allows for creative freedom and encourages the use of imagination in a strategic way to increase audience reach.

As an A-level student, I currently study English literature, Psychology and Media studies – all of which I find to be very stimulating and ingrained with a sense of individuality. These subjects allow me to consider the nature of existence across three different sectors, across different time periods and across different cultures.

Public Relations combines elements of Psychology: delving into how people (especially buyers) think, perceive and process information; English literature, in that creativity and the ability to critical think are valued attributes in PR, with words being a key form of expression; and Media, as studying the contemporary social climate in terms of social media and digital convergence is more prominent now in the PR sector than ever before.

The skills I have gained from my studies thus far have not only set me up well for a career in marketing but have attracted me to the industry.

Behind the scenes

Following a short placement the Open Communications, a PR agency in Wakefield, I had the chance to put some of the theory I had learned into practice.

From my experience, I have come to understand the calibre of skill that is required to be successful within such a competitive, fast-paced position.

The variety of clients across a broad range of industries is something new to me and the versatility of the companies that are marketed by Open Comms ensures that no two working days are the same, with plenty to be busy with.

The diverse nature of the world of marketing ensures that there is always an opportunity for continuous learning, whether this is being exposed to new tools, trends or platforms, such as TikTok.

I do, however, love to learn new things and thrive when doing so, so this felt like a good fit for me.

Building a high level of necessary, relevant skills associated with marketing is very much a product of the environment. The results achieved by the team at Open Comms showcases the benefits of such a relaxed, friendly work environment, which is also an ideal space for creative freedom and general wellbeing.

Communication, being a crucial part of a job within PR, is something that is very effectively done at Open Comms. During my short time here, I have witnessed the productive use of different tactics to deliver a desired outcome.

It is through my experience here that I have come to appreciate the creative talent and flare that this role requires, and it is from the struggle I faced when trying to complete a plan for a client’s social media accounts that I fully understand the key skills involved within this sector – most notably the creativity aspect.

Exploring my options

As I consider the future, contemplating different University options and potential courses (although I am leaning very much towards English Literature), I must consider the final goal and desired outcome, both in terms of career aspirations and general life goals.

I can very much see myself working in an environment such as this one provided at Open Comms, although I cannot be certain that the industry will look the same in five or ten years’ time.

This is both an advantage and disadvantage of working within the PR sector: It allows for flexibility that cannot be found in many other roles, and this means that you never feel stuck doing the same thing each day. Conversely, with the rapid growth and introduction of AI, a degree of uncertainty surrounds the future of PR and how the roles will adapt to this new concept.

So, where do I see myself in 20 years? Hopefully with a degree, a house, a family all on the back of a successful career whether this be in public relations or not. If I do choose this career path, I will embrace the teamwork, creativity and flexibility, and if I do not, I will certainly carry forward with me the knowledge and skills I have learned, both from my studies and from my experience at Open Comms.

Exploring future careers: could PR be right for me?

Posted on August 11, 2025 by Lindsey Davies

Back in July, we welcomed Emily Hooper to Open Communications. As a college student, she is exploring a possible career in PR. Find out what she thought of agency life and how this may have shaped the opportunities she explores in the future.

As a current A-Level student, I am in the process of figuring out my future and my next steps towards an eventual career, with an angle of English in mind. I have always been fascinated by language and the importance that literature holds in the real world to communicate meaning so PR has stood out to me as an ideal career path.

During my study of English and Media, I have learnt to analyse discourse to reveal its intended and hidden meanings, how to write and structure a succinct and comprehensive piece of literature and have also developed my empathy and cultural awareness to communicate with and to a plethora of different demographics and psychographics.

What draws me to PR, is the combination of creativity and communication used alongside the intention and strategy behind the crafting of media messages. I am interested by the variation in the work and the constant problem-solving that is required to navigate the needs of clients.

A day in the life of a PR executive

As a student, I was really interested in how we can apply the theory we are learning into practice. As such, I decided to get in touch with Open Comms to see if I could come along for some work experience to gauge what a typical working day looks like for them, the type of tasks they are faced with and what a career in PR really entails.

I was initially impressed by the creative and communal atmosphere of the building, which is based at Tileyard North in Wakefield, and the bunch of friendly faces I was met and welcomed with.

I really enjoyed being in a relaxed office environment as I felt I could work independently while being surrounded by like-minded people who are all willing to help at any moment.

Seeing how the team worked together showed me just how valuable collaboration can be and how hard-working every individual is to reach their end goal, while also loving their job!

I was pleasantly surprised by the type of activities I was introduced to and given to do throughout the day and found the relationship between the company and their clients fascinating.

For example, I was tasked with creating a timetable of social media posts across multiple platforms for Glaziers Hall, a Livery building in London. I was specifically intrigued by the purpose of each platform, the difference in target audience and the types of things you need to consider to meet these requirements.

What stood out most was the down-to-earth, straight-talking nature of the agency which made the experience so comfortable and made me feel very accomplished through my work.

I feel very lucky to have gained this experience and to have witnessed very positive real-life examples of the work that is required and that goes on in this sector and I’m sure it is very much for me.

This experience has ultimately confirmed that PR could be the path for me!

Adapting to a changing landscape

Something to consider about this career path however is the rise in AI and the uncertainty this creates for those working in the area as it has the potential to displace people from their jobs or at least will require a level of adaptation as the need for people to operate these jobs will reduce significantly.

This industry is constantly changing and developing though so it is impossible to predict what the future holds; companies will always require the skills of those who can understand the way people think and feel about an organisation or brand and how to adapt and overcome in the face of adversity.

Overall, in a few years’ time, I can absolutely see myself working in an environment such as this one, doing the jobs that Lindsey and Laura from Open Comms are doing. Given it is a blend of everything that interests me now as an English/Media student, along with the whole atmosphere and community that was so pleasant to be a part of, I can certainly see myself working in an agency.

Where I see myself in the future

I see myself with a degree in English, employed in a company such as Open Comms doing work in PR, communicating with and writing for clients to support their brand and build their reputation.

I’m sure that I will thrive in a job like this, getting to be around and collaborate with other people and enjoy the fact that no two days are the same! PR is an unpredictable career but from what I have seen, a fascinating, very rewarding job and a lovely kind of environment to work in.

OPEN COMMUNICATIONS RETURNS TO WAKEFIELD

Posted on September 6, 2024 by Lindsey Davies

It’s true. We are pleased to announce that after months of hard work behind the scenes, we have moved to offices at Tileyard North, the purpose-built development for creatives, in Wakefield.

Following two years at Carrwood Park in Leeds, this relocation to serviced offices with 2-Work, Tileyard North will mark a new chapter for us. It was the perfect time for us to return to the district and celebrate 16 years in business.

Director of Open Communications, Emma Lupton, comments: “We were in the audience when the plans for Tileyard North were first shared. Since then, we have followed the development closely and have been waiting to see how it could work for us.

“Needless to say, it didn’t disappoint, and we can’t wait to start the next chapter of our journey in this wonderful space.”

Director of Open Communications, Lindsey Davies, comments: “There is a real vibe about Tileyard North and when we visited, it just felt right. A lot has changed over the last 16 years and as we evolve as an agency, we want to do so in an environment that supports, encourages and inspires us.

“We look forward to meeting with other businesses that are based at the development and to making this our home.”

Regional Manager for 2-Work, Natalie Pucher, comments: “We are really pleased to welcome Open Communications to 2-Works, Tileyard North. This is a great space for agencies, and we know that they are going to be a great addition to the businesses and co-workers we have here.

“There is certainly an excitement across the district, and as more companies join us, we can see how the culture is bringing people together to collaborate, which is just what we want.”

OPEN COMMUNICATIONS GETS FDM’S VOTE

Posted on August 16, 2024 by Lindsey Davies

FDM Document Solutions, one of the UK’s leading data, print, mail and electoral services specialists, has appointed Open Communications, the PR and multimedia communications agency based in Yorkshire, to work alongside the company as its preferred PR, content management and marketing communications partner.

FDM Document Solutions provides comprehensive inbound and outbound document solutions for public and private sector organisations, reducing the cost of digital services, printing, mailing and postage.

Open Comms will manage all PR, communications and social media for the business, providing traditional PR services alongside social media management and multimedia content to be used across channels.

In doing so, the agency plans to increase engagement and build greater brand awareness for the company as it continues to expand the number of public sector organisations it works with.

Sales and Marketing Director of FDM Document Solutions, Ian Forster, comments: “From the moment we met with the team at Open Comms, we had a rapport. That makes such a big difference when you plan to work so closely with an agency, particularly as comms is a fundamental part of our business strategy.

“We are thrilled to have Open Communications as an extension of our team, and we look forward to building our relationship and to delivering some amazing work together.”

Director of Open Communications, Lindsey Davies, comments: “As a leading provider of document solutions in the UK, FDM are a great business, and we are so pleased to have been chosen as preferred PR partner.

“Becoming an extension of the team, we look forward to supporting FDM with its ambitions to become the UK’s leading supplier of outbound and inbound communications to Local Authorities and the wider public sector.”

For regular updates from Open Comms, you can follow the agency on LinkedIn.

HOW BUSINESSES CAN BENEFIT FROM PR DURING A PANDEMIC

Posted on February 1, 2021 by Lindsey Davies

It feels like the mood has changed in recent weeks. People are no longer enjoying the novelty of working remotely and home schooling is causing chaos. While we all attempt to motivate each other, we look at how businesses can benefit from PR during a pandemic.

Last year was strange for many reasons. Most companies felt that the best approach would be to keep calm and carry on. We couldn’t predict what was coming. Nor could we contemplate still being in lockdown.

Almost a year on and there’s a sense that it is going to take longer than any of us expected. However, we are making progress. The vaccine is being rolled out and there are some positive steps forward. For business, it has been a time of reflection and we have started to see a change in attitude.

Many businesses are recognising that they need to look forward and that they can benefit from PR during a pandemic.

Increase in enquiries

For us, there has been an increase in the number of new business enquiries. It would seem that companies have recognised that to stand still does not support progress, in fact all it does is hamper growth.

Although a scary and challenging time, the pandemic has given many companies an opportunity. Those that have put in place a content strategy to communicate effectively with audiences are starting to see the return.

Those that have had to change direction or completely overhaul the way that they work to create a sustainable business model are using this as a platform to promote a new product, service or approach.

It isn’t all bad news. Some organisations have had the chance to enforce change that was long overdue. As a result, they are in a stronger position than ever before. Those that have used this time to share their news and to update their staff, customers and stakeholders are seeing the benefits.

Building communities

With the pandemic has come an honesty like never before. People are more willing to share their thoughts and feelings, even those that are less positive. Admitting that we have challenges is building stronger communities within our networks.

Companies are using platforms such as LinkedIn to share support and encourage each other to look out for colleagues, as well as friends and family. This has given many businesses the chance to share their values and to showcase to others how they operate when times are tough.

As an employer brand there are few things that are more powerful than posts which show how strong a team can be when they come together to offer support and encouragement to each other.

This is just one of the ways that businesses can benefit from PR during the pandemic. Having a consistent approach that shares regular updates keeps a brand front of mind. It also gives an audience the chance to engage directly, which can inspire further positive comments.

The power of positive news

It would be easy for us all to focus on the negatives, after all, we are surrounded by startling facts and figures every day. Thankfully, many organisations are choosing to focus their attention on the good news that they have to share.

We have many clients that are recruiting, investing and looking towards a positive future. With ambitious targets in place, they are not letting difficult times stop their journey. Quite the opposite, they are pushing ahead and making things happen.

They are seeing first-hand how businesses can benefit from PR during the pandemic. It is this spirit and dedication that is infectious and that makes you realise that all is not lost. Far from it in fact, there are some very exciting times ahead.

Putting PR into practice

When we consider why our clients choose to work with us as a preferred PR partner, it’s all about creating consistent communications across mediums to educate, build profile and manage the reputation of a brand and business.

Sharing stories with the widest possible audience and reiterating the good news that an organisation has to share is just the start.

With access to many different channels, we make sure that our clients are seen in the right place and at the right time. As well as securing coverage in the media, we also update social channels, share blog posts and encourage word of mouth.

Every action has an objective and that means we can deliver a return on investment. Watching brands benefit from the work that we do is what really excites us.

Investing for the future

Whether it is a full content strategy, a PR programme of activity or a campaign that we are working on for a client, each and every brand we engage with is investing in our services to support their future success.

If you are thinking about investing in PR and want to talk to an agency about an approach that will deliver results that meet with your objectives, then give us a call. We don’t believe that PR is a dark art, it is about having the processes in place to make sure our clients get the maximum return on investment from everything we do.

We know that PR can benefit business during a pandemic and that there are ways in which our tactics can be used to give organisations the boost they so desperately need. It’s about consistency.

For more information about how we would help to raise the profile of your brand and manage the reputation of your business throughout 2021, contact us on info@opencomms.co.uk, call: 01924 862477 or follow @OpenComms_.

PRIORITISING PR DURING 2021

Posted on January 5, 2021 by Lindsey Davies

While it’s fair to suggest that this year hasn’t quite got off to the best start, there are still plenty of reasons why prioritising PR during 2021 could be the best decision you make.

Companies of all sizes have recognised the benefits that PR can bring; not least profile, recognition, an opportunity to become more relatable to your audiences and importantly, an increase to the bottom line.

With a toolkit of tactics at our disposal, we can tailor an approach for each business we work with. There is no one-size-fits-all and that means that every campaign is bespoke.

Setting objectives

Like any cost to a business, you want to be able to measure the return on investment. We appreciate that PR is no different. That’s why we work with brands to set out clear objectives. This means that every action will have an impact.

The idea being that our resource is allocated to the right activities; those that will deliver the greatest value.

For smaller organisations and those that are wanting to scale-up, it is often about raising the profile of a brand to a specific audience or to engage in new and interesting ways. Larger organisations may be even more targeted or have a product launch or campaign in mind.

Whatever the objectives, we will create a programme of activity to deliver the results that you need.

Choosing the right tactics

It’s a myth to suggest that all PR tactics work for all businesses, they don’t. The beauty about PR is that we can choose the right approach and then adapt as the programme of activity evolves over time.

As a brand builds, things will change. The focus for a company doesn’t always stay the same. We can adapt, adopt and deliver depending on what those changing circumstances are. Better still, it doesn’t take months to implement new ways of working, it’s more like a matter of days.

All we need to do is to discuss, plan and action.

Just some of the tactics we use for our clients are:

Press office (drafting and distributing press materials to publications online and in print)
Drafting content to be shared online
Thought leadership articles for media and online
Competitions in consumer publications
Features in trade media
Copy writing for brochures and marketing materials
Social media posts
Campaign planning and recommendations

The list could go on, but from the above you can see how we can tailor a programme of activity to suit the needs of any business.

Securing headlines

There has been an increasing interest in traditional PR over recent years. Brands still recognise the value in securing headlines for the right reasons. As storytellers this is where our skills are often expected to lie.

Writing good quality copy that is intended for newspapers and magazines is a big part of what we do. Securing earned coverage is where brands can take their share of voice and educate the market about the products and services that they have to offer.

Putting in place a dedicated press office will ensure that a business features regularly in the publications that matter most. It may be regional media, national, trade or consumer. It may even be a mix of them all.

We have been delivering press office to brands of all sizes for more than 12 years and it is still a great way for a business to share its story and to resonate with current and prospective customers.

Reaching audiences online

Although we don’t manage paid for advertising, we do create social schedules and deliver campaigns for our clients online. Whatever the platform (Facebook, Instagram, Twitter or LinkedIn) we will develop content that is fit for purpose.

It’s not about sharing one post across all platforms; every social channel is different. We make sure that the posts we create will encourage most engagement and become part of a wider strategy of activity.

Using LinkedIn for talent acquisition, Facebook for community engagement, Instagram for wider outreach and Twitter for amplification, there is always a purpose behind everything we do. Again, it’s about taking a bespoke approach that meets with objectives.

Prioritising PR for 2021

For those companies that want to look forward rather than backwards, those that want to turn plans into action and to make a positive difference to their business, consider how prioritising PR for 2021 could support your ambitions.

PR is an investment but it’s also a specialism that delivers great value. Don’t be left behind while your competitors take the charge. Consumers are still spending, organisations are still growing and there is a lot to celebrate.

If you’d like to discuss ways that the team at Open Comms can help to raise the profile of your brand and manage the reputation of your business throughout 2021, contact us on info@opencomms.co.uk, call: 01924 862477 or follow @OpenComms_.

MAKING WEB CONTENT WORK FOR YOUR BUSINESS

Posted on September 23, 2020 by Lindsey Davies

Most companies have a website, but far less recognise the value of making web content work for your business.

The simplest description to give a website would be an online brochure. However, as times have changed and buyer behaviours have evolved, so too has functionality. This makes websites a far more valuable business asset.

So, why then do companies put so much time and effort into creating a website only to leave it sat dormant?

We explore how you could implement some changes to ensure you’re making web content work for your business.

Planning a platform for business

Websites are used to describe a business, product or service and also to provide customers with access to purchase. That may be through signposting to a retail outlet or direct to order online.

Having a site and signposting to it should be part of the marketing strategy. However, before this happens, a great deal of time and effort should go into thinking about what you are sharing and why.

Questions need to be asked:

Has the site been designed to be visually representative of the business?
Does it use a tone of voice and language that would be recognised by staff and customers?
Will the content be useful and engaging for prospective customers and those that purchase regularly?
Is the site easy to navigate both to pages and back?
Was the website worth the investment?
Would the website be a more valuable asset if greater time and attention was given to it?
Does it have a strong call to action?
What measures are in place to monitor the website performance?

Whether you are updating a current website or starting from scratch, answering these questions will help. Like any business-critical activity that requires investment of time and money, it should start with an objective.

Setting this out clearly will provide focus and purpose.

Creating a site map

Plotting a simple site map will give clarity on the pages that are required and what will be shared on each. One of the most common pitfalls is that companies create websites that share the same information on all pages.

Repetition is sometimes unavoidable, but this should be discussed at the outset. It will save time and effort later.

Better understanding the journey a visitor will go on, will also be a useful exercise. Remembering that people will be directed to any number of pages and using this to plot how they get from A to B and back again will be an exercise that pays dividends.

Compelling copy with a clear call to action

The copy that is shared on a website may be the first impression a prospective customer ever gets of your business. Getting it right is a must.

Once you have mapped what goes onto each page and what you want that visitor to learn, you will have the basis for your copy. Keeping the language you use simple, and the sentence structures short, is also important.

As with all marketing, people can misjudge the time and effort that goes into curating good copy and perhaps even fail to recognise its value. When you take a step back and think about the last time you visited a poor website and how it made you feel, perhaps that attitude will change.

I‘ve heard a website described as an online shop window, and this is probably a good interpretation. Certainly, in recent times, consumers have had to turn to websites, so making sure that the information shared is relevant and will resonate has never been more important.

Having a clear call to action means a visitor can take away a recommendation. Whether they choose to put that into practice is up to them. However, websites that provide direction are always going to deliver a stronger return than those that don’t.

Use social signposting to increase traffic

Once the website is live for all to see, it is prudent to signpost an audience from social media platforms. As an example, if you have a new product to share, make sure to post a link to the relevant webpage across LinkedIn, Twitter, Facebook and Insta.

Social platforms are often used in this way and it does increase traffic to a website. The trick here is to make sure that the information posted is informative and helpful. If you ‘sell at someone’ they are likely to ignore you. Give them something that they may want or need and you are far more likely to attract a click in the right direction.

The principles of a website are the same as any marketing tool. Think about the needs of the audience first, not the business. That way you know the content you are creating will add value rather than create noise.

It’s not always about starting from scratch

One mistake that companies make is to forget about all of the historic content that has been created. Just because it is dated, it doesn’t mean that it is useless. In fact, there are probably some real treasures hidden in the archives.

This content may need updating, repurposing or redrafting in places, but it should not be assigned to the recycle bin.

Taking the time to go through and find the copy that is relevant may save huge amounts of effort in the long-term. It is also about being consistent with the message. Just because you have a new website, that doesn’t mean the story about the business has to change.

In some cases, reading the content from when a business was launched will unearth some incredible insights that add personality and really resonate with staff and customers alike. Make sure to pull these pieces out so that you can make your web content work for your business.

Optimising content to attract customers

Most websites will have a plugin or tool that can be used to measure the search engine optimisation of the copy that is shared. These are really useful and very simple to use. As well as providing a red, amber or green reference, they will also provide recommendations on how to enhance copy.

Don’t ignore these tips. They can turn a good piece of copy into a well written, informative and optimised piece of content. The truth is that when you follow the guidelines, the copy that you share is more likely to attract visitors and for them to read it.

Adding keywords, creating subheadings, using simple language and keeping sentence structures simple are all ways of better engaging through web copy. This will also go some way to making web content work for your business.

Allocating the time and effort needed

Updating a website is not a five-minute task. It isn’t a simple job that can be added to a list to be completed on a Friday afternoon before home time. A website is a valuable business tool and should be considered as such.

The investment that is often made into a website should be some indication of what time and effort is needed to make it work as hard as it can once the build is complete. No online platform is static anymore, so don’t leave your site to become dormant through lack of effort.

Having a clear plan which focuses on making web content work for your business will deliver a greater return. Only then will you see the true value and what an asset an online platform can be.

For support with your website content or to discuss how to put a structure plan in place for your PR, social and marketing requirements, please call a member of the team at Open Comms here.

A BLOG ABOUT BLOGGING: DELIVERING VALUE-LED CONTENT

Posted on August 21, 2020 by Open Communications

When asked if blogging is essential to a PR campaign, the simple answer is yes. But that is only relevant when a brand truly appreciates the full potential of owned content.

By nature, the blog is a versatile tool. A brand or business can leverage owned content and its limitless possibilities, not least addressing so many topics. For a company to experience the benefits that this content can deliver, a strategic and purposeful approach must be taken.

And so, that is why we have shared a blog about blogging!

Identity

First and foremost, blogs are arguably the most read and updated asset on a website. They can and should encapsulate everything about a brand or business. This should cover who they are, what they do and how they get it done.

This content will act as a shop window on the high street. When visitors read these posts, they should be enticed and interested. The idea is that they want to know and see more.

Whether this is about employee wellbeing, new product or service launches, case studies or thought leadership pieces, the humble blog can be leveraged to communicate a specific or topical issue. This is a really useful tool when trying to build more robust communications with existing customers, whilst also trying to approach new business prospects.

In reality, the chosen subjects can be used in anyway the author wishes. As expert communicators, we believe that this opportunity and versatility provides brands and businesses with the opportunity to establish and enhance their identity.

Purpose

Unfortunately, creating content can be overlooked and undervalued by businesses. This is mainly because so much content is being pushed out, but perhaps for the wrong reasons.

Blogs in particular are often used as mundane devices. They become a box ticking exercise, instead of serving a meaningful purpose.

Owned content should form part of a wider communications strategy. Each one should have a clear, defined objective that is geared towards supporting a wider business goal. They need to deliver value.

For instance, an effective way to communicate critical information to vertical markets can be done through a blog post. To do this, the post must focus on something relevant and topical to those particular industries.

Any potential reader should be given a reason to click the link, and then be informed or engaged whilst digesting the content.

Whether a company is looking to attract new talent and expand its workforce or launch new products and services, implementing value-led content through a blog can support with this.

This same approach also applies when creating thought leadership articles. To be positioned as leading experts, brands and businesses must demonstrate their own capability and credibility within their field. This is when a blog entry can help showcase an individual’s specialisms by offering commentary on a topical issue or providing expert advice and insight.

Audience

Yes, creating blogs does provide further avenues for businesses and brands to promote themselves. However, this will only be beneficial if blogs are read by new and larger audiences.

The more people reading a blog, the more traffic a website generates. This then results in a potentially higher conversion rate of new businesses. To get the most out of the blogs, businesses and brands must leverage their social media channels.

Once a blog has been uploaded to a website, put the content to work! Create an ongoing schedule of social activity that sees a blog shared incrementally on LinkedIn and Twitter.

With an aim of generating as much engagement as possible, we would advise each post has an alluring statement along with a visual and corresponding link directing back to the website.

As the frequency of blogs rises, so too will the number of social posts. As the followers of a business become accustomed to receiving blog updates through social media, a brand can expect its audience to increase.

Once a brand creates a community, they have an active and engaged audience to communicate with. This is a really valuable asset for businesses of all sizes.

Summary

In time, if content of value is continually delivered through blogs, it can become a very meaningful resource. This is exactly what the purpose of a blog should be. It informs, educates and advises, whilst helping attract and engage with wider audiences.

If you’d like to discuss ways that the team at Open Comms can help in managing your brands PR strategy, contact us on info@opencomms.co.uk or call 01924 862477.

WRITING COPY WITH AUDIENCES IN MIND

Posted on July 22, 2020 by Lindsey Davies

For PR professionals, writing copy with audiences in mind is second nature. It is an everyday task and is a tactic that we use to work towards meeting with client objectives. However, when this becomes the responsibility of a business owner it can be a challenge too far.

When you launch a company, it is up to you to create a brand, develop a product and test a service. This level of control can make it difficult to change your mindset back to thinking about others and their needs first.

Understanding the audience

Writing copy isn’t just about updating a website or creating a newsletter. There needs to be a purpose and call to action. Knowing your audience will give helpful insight that can be used to shape content.

Prospective customers may want to better understand how to use a product. There are often hacks which share multiple uses of an item. This is common in the household cleaning market. For example, it may be a disinfectant which can be rubbed over radiators to become a subtle air freshener.

Thinking slightly differently about content and how useful it will be for the reader will provide focus. Mapping what you want to write and what you hope the audience will get out of it will also help. Consider three things that you want them to take away and set out sub-headings. This will provide structure and purpose.

Effective use of resource

The importance of writing copy with an audience in mind is important, particularly when you consider the lack of resource that most businesses have. Rather than doing something quickly, and therefore badly, time should be allocated to better communicating with audiences.

PR and marketing content should be a priority for every organisation, but this isn’t the case. Communications is mistakenly considered a ‘nice to have’.

Allocating the resource needed to write effective copy will mean the content shared is of a quality representative to the brand. No director would tell someone to put 50 per cent effort into anything and creating content is no different.

Giving people the right amount of time and the opportunity to produce work that they can be proud of will have a far more positive impact on a business.

Using the tools available

Some companies have an impressive website with well curated copy that is uploaded to a blog. They may also have white papers or resources available to download too. Although this content has real value to that business, they fail to share it beyond the site.

What this organisation could do is to share links across relevant social media channels. The copy could also be repurposed as an article for LinkedIn or as small snippets for Twitter and Instagram. Leaving it exclusively on the blog simply reduces the results that could be achieved.

Again, allocating time is essential if a business wants to use social media tools effectively. It is no good to post a link and consider that job done. It is important that these are then monitored and that any comments are captured and responded to.

What this additional effort will do is further showcase what can be achieved when PR becomes a priority.

Accepting things may need to change

Being flexible when it comes to PR is a must. Communications is often about test and measure and that may mean moving the goal posts or going back to the drawing board. It may be that the medium isn’t right or that the social media platform chosen isn’t working as well as expected.

The beauty with PR is that this can be done quickly and easily. Changing direction is not uncommon and can lead to far stronger results. In order for this to happen, those responsible need to accept that things change.

The best return on investment will come from a PR plan and content strategy that evolves over time.

Again, considering the needs of the audience at every stage is key. People mature and so too do brands. Amending the way that you communicate with audiences, and adapting to fit their needs, will encourage greater loyalty over a longer timeframe.

Sharing the results

As a forgotten relative, the results that are achieved through PR should be shared at the highest level. Including figures, audience reach, feedback and measures of success in board papers is just the start.

The metrics to any content strategy will develop over time. This will become apparent from what impact communications have on audiences. Being specific about objectives and campaign KPIs will help with this.

Going back to a call to action, it will become apparent whether people have changed behaviours or purchasing decisions as a result of the way a brand communicates. The results will allow that company to continue with the campaign or adapt to better meet with the objectives set.

Creating communities with purpose

Ultimately, the main reason we write copy for an audience is to encourage an action. We want those reading the content to do something with it. This may be changing opinion, educating them about a company or encouraging someone to purchase.

There are many reasons that directors can use PR to benefit their business. It all depends on the company, its strategy and what it hopes to achieve.

Those brands that get most from PR will be those that focus on creating communities with purpose. This delivers audiences that are far more than figures on a page. They become brand advocates, loyal purchasers and trusted shoppers.

Once a brand has a community in place, this can be used to collate feedback, measure success, trial new products and bolster the bottom line. I don’t know any business that would turn their back on that.