Automotive Digital Marketing ProCom

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Content Marketing: What’s Good for the Goose…

Content marketing and exposure are becoming increasingly important in digital marketing and today’s race for eyeballs. In the automotive space, there are many companies that do great jobs marketing and optimizing exposure for dealerships through websites, search engine optimization, social media marketing, pay per click ads, newsletters and more. While these companies do an effective job for their clients, many neglect to market themselves in the dealer space, despite knowing how important it is.


Most vendors have public relations professionals – whether in-house or through an agency – handling press releases, media exposure, product launches and messaging. However, one of the most underutilized services that many PR professionals offer today is assistance in generating exposure through content marketing. The transference of content marketing towards public relations has been occurring for quite some time now. It’s a natural marriage as who better understands your message, products, and audience than your public relations firm? It’s not enough anymore to simply issue press releases. Companies must position themselves as thought leaders in their industry through well-written content targeted to their audiences.


This helps to ensure an integrated and cohesive online personality for your company across all channels, offers brand protection and guarantees delivery of a positive message. Just like social media, a great content marketing initiative involves not only creating helpful articles, but also joining conversations and establishing yourself in the online community in which the content is being published. Having employees and staff write content is a great start, but I think it would be even better to see more key executives of companies sharing the many years of wisdom in their fields directly with their audiences.


Vendors have a wealth of knowledge to offer car dealers and dealers appreciate the sharing of that knowledge. Interaction between a key executive and a dealer is much more powerful than the simple act of creating content. We all know that this industry is built on relationships. With so many vendors seeking to gain a dealer’s attention, it’s very difficult to do so directly. However, integrating yourself into an automotive community and helping dealers overcome challenges that they may be having is one way to connect with dealers without continually trying to be heard over all the solicitous noise overwhelming dealers.


Consider contacting your public relations firm when designing or implementing a content marketing strategy. Our job is to help your company rise above that noise and gain the exposure you seek. By involving your public relations firm in your content marketing, you can better safeguard your brand while maintaining a consistent positive message being delivered to your audience. 

Views: 165

Tags: automotive, brand, content, marketing, message, public, relations, strategy, vendors


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Comment by Alexander Lau on February 28, 2014 at 6:26am

Don't forget Social Syndication Tools and how they relate to your blog.

Comment by Alexander Lau on February 26, 2014 at 11:26am

Thanks for posting!

Comment by sara callahan on February 26, 2014 at 9:01am

Thanks for the comments. Alexander you have some good points and it is definitely something I will look to address in a future posting. Brian thanks for your very kind words and points well taken. It is great to get this feedback as far as what is needed and wanted so I can tailor more content to fill that need. I also like your suggestions for my bio and adding more humor -- I think that is a good point as it is a much better way to communicate personality. But yes, it is a challenge to be funny in writing AND do it right. And yes, even the best of us make typos! 

Comment by Alexander Lau on February 26, 2014 at 6:41am
Comment by Alexander Lau on February 26, 2014 at 6:38am

Brian, thanks for the comment.

Content marketing, SEO, etc. is all great. The reality is, very few people here explain strategy. Where do you start, what do you use, how do you do it, where are you now, where do you need to be, when should you use specific tactics. Does that make more sense? I just write bluntly, I don't have a lot of time in my day.

Great forum, but let's start talking about how, when, where, what, why?

'Strategy' isn't a tag that should be used without documenting one. 


Comment by Brian Bennington on February 25, 2014 at 4:22pm

Hi Sara,  It's always enjoyable reading you.  Defining how you write, I'd say the word "classy" comes to mind.  You might say I have a "pseudo" understanding of what you do as my father had a PR firm and my stepmother had an ad agency.  My father was known and respected enough in his career that he was regularly employed by companies to help them hire PR people.  He often joked that the easiest way for a candidate to disqualify themselves, when asked why they wanted the job, was to say "they liked people!"

My only two "questioning" observations about your post is you seemed to "take the long way around the barn" to get your ideas across, but thinking about it, you have a "gentleness" in your style that's conducive to a longer-than-possibly-needed explanation.  It's probably just me, though, as I've always been the kind that likes it "quick and rough."  (At least about this, anyway.)  Someday, I hope you'll write a few lines sharing some of your actual content construction techniques.  Believe me, personally, I can use all the help I can get.  Unfortunately, or in my case, fortunately (because I loved R&R, partying, sex with strangers, drugs–but no needles, and running my own business), I quit college 1/3 of the way through my 1st year, to travel around the next eight playing music at a time when you could make some respectable money doing it, and never got my "sheepskin."  By the way, my second choice for a post from you would be something along the lines of "Sharknado."

Oh, and the second observation is that you should talk more about the services you provide, instead of what other PR pros can do for whomever.  On the other hand, you very likely have enough business, so you don't need to "pitch your wares."  Should you decide to, I'd be one of many honored to read about it.

And now, a little "discipline" for my young impetuous friend Alexander.  ("A", you truly are young to me as I'm old enough to at least be your "daddy"!)  When you say "...comprehend what content you should be optimizing and marketing," do you mean "understand" what content you should be optimizing, etc.?  As word choices go, "comprehend" is just a tad to condescending.  Then, your use of "compulsory" with "requirement" is also a little strong, as it's not mandated by rule or law.  As I'm sure you know, the quality of content is so far ranging, it is anything but a requirement.  But, all of that fades in comparison to your use of "granular."  I "googled" the hell out of it and, at best, I'm still left with a somewhat vague understanding of what you mean.  Yes, I know there's an IT definition hanging out there, but I've cautioned you before about tailoring your writing to a larger audience.  Really, it would do you nothing but good.

Congratulations on taking my suggestion about expanding your ADM bio.   I do think it's a little too "formula" for you, as with your wit, you could make it both informative and funny.  That's the challenge.  Work on it!  One last thing.  In you comment, did you deliberately leave a word out, possibly the preposition "to," between "great" and "bring"?  (I'm tellin' ya, this writing can be a bitch!) 

Comment by Alexander Lau on February 19, 2014 at 10:47am

Yes, but the question is, HOW DO YOU COMPREHEND WHAT CONTENT YOU SHOULD BE OPTIMIZING AND MARKETING? It's great bring up the compulsory requirement for content and marketing it, but let's get a little more granular.

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