The Importance of Creative Content in PR
Many PR professionals believe that one of the worst things that content can result in is offending people or causing them to find the content ridiculous. However, that’s not the case. The worst thing that PR professionals can do with creative content is to have their stories ignored by the public by making the content bland and boring. The best way to avoid this issue is by using creative content that engages audiences and gets them more excited about a company’s products or services.
Getting and Keeping Attention
Providing target audiences with creative content means content that is going to attract and keep their attention. However, to make content more creative it should feature information that’s relevant to the audiences’ own lives, which can help companies cut through all the market and content noise. Additionally, if a piece of content is genuinely interesting, consumers are more likely to go back to it or share it with their own social circles.
That’s why plenty of PR professionals tend to opt for a story structure with their own content instead of an inverted pyramid. This way, telling important information, when laced with a good story, is going to make that information stick in their minds for longer periods of time. As opposed to stating the most important information at the very beginning, and having them lose interest by the time they get to the end.
Improved Communication and Credibility
Some concepts can only be explained to other people through specific creative writing techniques, which often means utilizing metaphors or similes instead of describing a process or a concept in detail from start to finish. When explaining a concept to audiences that aren’t familiar with technical industry language, for example, getting too technical and detailed can mean quickly losing their interest.
That’s because people aren’t looking to learn everything about a concept that’s brand new to them – they don’t want to feel like they’re in a classroom. Using anecdotes can also help when explaining concepts or techniques without sounding boring or like the readers are being schooled. Additionally, they’re also going to believe the explanation a lot more, instead of going out of their way to look for another source to learn more about the subject, which makes the company become more credible and position itself as an industry expert.
Shares and Sales
Companies that are looking to reach more people with their content should give them content that’s worth sharing. That way, audiences will be more likely to share the content with their peers and social circles. Most people are a lot more likely to share content that’s humorous, has an engaging story, or has other elements that they find entertaining or even helpful. Additionally, aside from the benefit of having content shared with more people, which generates more word of mouth marketing efforts, it also helps in reaching new consumers, and therefore, making more sales.