Content Types
Content creation and curation form the backbone of digital PR and social media engagement. Creating original content builds your brand's voice, while curating relevant third-party content positions your organization as a helpful, informed resource. Together, they keep your channels active and your audience engaged.
Written and Visual Content
Blog posts are articles published on your organization's website covering topics relevant to your audience. They can inform, entertain, or promote, but the best blog posts do all three. A well-written blog post improves search engine optimization (SEO), establishes your organization as a thought leader, and gives your audience a reason to keep coming back.
Infographics turn complex data or processes into visual formats using charts, graphs, and illustrations. They work because people process visuals faster than text. Infographics are also highly shareable on social media and can attract backlinks from other sites, which further boosts SEO.
Video content includes any recorded or live video shared through platforms like YouTube, TikTok, Instagram, or embedded on websites. Video tends to generate higher engagement than text or static images, increases time spent on a page, and is especially effective for showcasing products, services, or brand personality.
User-generated content (UGC) is content created by your audience rather than your brand. Think customer reviews, testimonials, social media posts, or photos featuring your product. UGC builds trust because it acts as social proof: potential customers are more likely to believe real people than a polished ad.
Choosing the Right Format
Not every piece of content suits every goal. A quick way to think about it:
- Need to explain a complex topic in depth? Blog post.
- Need to make data visually compelling and shareable? Infographic.
- Need to show personality or demonstrate something in action? Video.
- Need to build community trust and credibility? Encourage and share UGC.
The strongest content strategies mix these formats rather than relying on just one.
Content Strategy
Planning and Organization
A content calendar is a schedule that maps out what content you'll create, when you'll publish it, and where you'll distribute it. It keeps your team consistent and ensures your content aligns with broader PR and marketing goals. Without one, posting becomes reactive instead of strategic.
When building your calendar, plan a mix of two content types:
- Evergreen content stays relevant long after publication. How-to guides, resource lists, and FAQ pages are classic examples. Evergreen pieces provide steady SEO value over months or years.
- Viral content is designed to spread quickly through shares, likes, and comments. Memes, challenge videos, and posts tied to trending topics fall here. Viral content can spike visibility, but it's unpredictable and short-lived.
A good calendar balances both: evergreen content for a reliable foundation, timely or viral content for momentum.
Content repurposing stretches the value of what you've already made. For example, you could turn a webinar into a blog post, pull key quotes for social media graphics, and edit highlights into a short video. One piece of content becomes four or five, each tailored to a different platform and audience behavior.
Optimization and Measurement
Creating content is only half the job. You also need to track how it performs and adjust accordingly.
Key performance metrics to monitor include:
- Views and reach (how many people saw it)
- Shares and comments (how much it resonated)
- Conversions (whether it drove a desired action, like signing up or clicking through)
A/B testing helps you figure out what works best. This means creating two versions of a content element, such as a headline, image, or call-to-action, and comparing which version performs better with your audience. Over time, these small tests add up to significantly better results.
The most effective content strategies treat measurement as ongoing, not one-time. Review your metrics regularly, identify what's working, drop what isn't, and refine your approach based on actual data rather than assumptions.