Hook PR Group

Since our founding in 2007, we have employed content marketing, a strategy that relies on developing relevant and compelling information that we present in a compelling way. At the heart of content marketing is also good storytelling. You can tout your features and benefits, just like your many competitors do. But when you start to dig deeper for your company story – personality, promise and potential – your brands comes alive.

Our approach starts with the premise that your brand is your story. Your brand is the hook that catches clients because it represents the origins of your company and its distinctiveness. The story humanizes what you do and what you sell. Without it, you’re another annoying interruption that consumers don’t want to hear.

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Our strategy for working with new clients often takes three parts:

1. Defining your story. Call it Going on a Fishing Expedition. We’ll delve into your company’s history, mission, goals and clients to structure a cast of characters, identify the main character and develop micro scripts that clients will repeat. We’ll frame your brand through storylines that resonate with your clients.

2. Identifying target readers. A content marketing plan is ineffective until you’ve clearly identified your prospects, categorized them and determined what they want to learn from you. Here is where we put on the shoes of your clients to determine how they would benefit from a deeper understanding of your brand. You decide which expertise you can best share. We do this while always keeping your brand story front and center.

3. Creating a plan of action. Together we’ll see how best to connecting to your target audience by deciding what content you will publish in which outlet (for example: Facebook posts, Constant Contact e-newsletters, a new or existing blog or your company's website). We’ll come up with a publishing schedule that takes into account the time and strengths of you and your staff.

HOOK PR GROUP

Brand storytelling and content marketing that reel in clients

When it comes to marketing, the rules of even decade ago are no longer relevant.

The Internet revolutionized the way companies market themselves – or, at least, the way they should market themselves. From engaging prospects to measuring a return on investment, the old advertising rules simply do not apply. Instead of just buying ads, companies must now develop messages that people want to receive—and, more importantly, that they will share with their friends and family.

Sit down, try to walk in the shoes of your target audience and ask yourself, “What information can I provide to turn a prospective customer into a more intelligent consumer, one who will understand the benefits of the products or services that I offer?”

As marketing guru and bestselling author David Meerman Scott reminds us, if we’re more fixated on measuring results than developing the ideas and the messages that will convert a lead into new business, then we must get with the times.

Today, we must “think in terms of spreading ideas, not generating leads,” according to Meerman Scott. The catchword nowadays is “return on content” and not “return on investment”.

ROI is so yesterday!

Today, you want to spread ideas; it's about the ROC