The days of clear-cut division between agency services like PR, content marketing, SEO and events are long gone.
For businesses it can now be hard to pick through the exhaustive list of ‘we can do that’ claims, and find the right agency to do the job properly, because apparently, everyone can do everything now.
Things used to be more clearly defined
Before the great digital age you’d know if you hired the services of a PR company, you’d be expecting them to win you coverage in magazines or news channels, or perhaps organise press briefings or product launches. If you wanted to make a splash in the news, PR was your kiddy.
Comparably, if you wanted some help with your content – maybe website words, or blogs provided, or social media help – you’d go to a content marketing agency, or copywriters.
Working on bumping up your SEO or launching a PPC campaign – you’d go to a specialist agency for this too… you see where we’re going with this?
Now everyone wants to offer everything
After all, if your client is spending a fat monthly retainer with you, but wants something else, why wouldn’t you step forwards and say, ‘hey, we can do that for you too’?
As time has passed, it’s become increasingly common for agencies to try and cover all bases. After all, if your client is spending a fat monthly retainer with you for press coverage, but wants something else, like articles written, or social media coverage, why wouldn’t you step forwards and say, ‘hey, we can do that for you too’?
But there’s a danger here that the client will end up with services that aren’t really working properly. Because although there’s inevitably crossover with these things, the skill sets are actually vastly different.
There’s a big difference between writing an eye-catching press release, and actually being a journalist or writer
There’s a big difference, for example, between writing an eye-catching press release that’s going to make journalists sit up and take notice, and write up a great piece about your client; and actually being a journalist or writer, writing great editorial that is arresting, and that people actually want to read.
No offence to PRs, because this is what they do, and do well, but their writing – honed from years of press release creation – tends to fall into the ‘hey look at us and what we do’ category (often not terribly fascinating for the reader – who cares that you just opened a store, really?), whereas the journalist will actually look at the client and find a decent story in there somewhere to hook the reader. And don’t get me started on the grammar…
And in the interests of fairness; as for your content marketing agency – where they might fall down when offering PR services is not having the contacts that the PR company does. Not having a fat list of contacts in national publications. Not having that all-important little black book of contacts and influencers. The press release? Easy peasy. Knowing the right people? Not always such a breeze.
…as for your content marketing agency – where they might fall down when offering PR services is not having a fat list of contacts in national publications… or that all-important little black book of contacts and influencers
And as for the dark arts that is SEO and PPC marketing. Of all the services this is the most mathematical and scientific, and trying to marry that with creative solutions like writing, or PR… well they just all seem like very odd bedfellows to me.
So what is the answer? You have your client – who’d very much like some press coverage, but who also knows that they need better content; online and off (could be brochures or marketing materials), and better social media. But they’re with an agency that does one thing better than the other.
Two or three agencies? Seems complicated, right?
Don’t worry, we have the solution. Rather than try and be a jack of all trades, we’ve brought in some new jacks. Jills, really, in the main. Working closely with experts in their own field as part of the Title Media team, this means that when we say we can not only create you some great content, we can help you with a site audit and PPC campaign, or some PR in national lifestyle magazines – we really mean it.
Our team is expanding, and to meet our clients’ needs, we’re making sure that our new faces bring new skills into the party. We’ll be launching some news about this soon.
Want a one-stop shop that’s expert in every area? You’re in the right place. Shout us and we’ll tell you a bit more about how it works…