The Public Relations BlogDigital PRContent & InboundThe Deep Content PR Strategy: Win By Going Deeper

The Deep Content PR Strategy: Win By Going Deeper

Content divers are more valuable than surface browsers.

Cover photo: @jerrysilfwer

I often sug­gest the Deep Content PR strategy.

Deep Content isn’t com­plic­ated; any­one can use it as a digit­al PR strategy, and the res­ults are predictable.

The down­side: You have to put in the work. It tends to be a slow burn. However, slow and steady wins the (SEO) race!

Here goes:

The Deep Content Structure

Deep Content

Above is an example of an online con­tent struc­ture that’s five levels deep.

In the example above, five lay­ers of ever­green con­tent are stacked:

  • Level 1: Articles
  • Level 2: Content Upgrade
  • Level 3: Resource/​Lead Magnet
  • Level 4: Ebook
  • Level 5: Online Course

Deep Content is centred around provid­ing increas­ingly high­er qual­ity to Content Divers (click­ing ver­tic­ally) since they’re more valu­able than Content Surfers (click­ing horizontally).

As for the import­ance of struc­ture and depth, the logic is the same as for Iceberg Publishing and Content Themes.

Learn more: The Deep Content PR Strategy: Win By Going Deeper

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The basic struc­ture is derived from vari­ous levels of con­tent qual­ity. It doesn’t mean that your brand gets a free pass for pub­lish­ing low-qual­ity art­icles; it means that your art­icles must meet the require­ments of the social object cloud — and from there, the con­tent qual­ity must increase as users dive deep­er into your con­tent catalogue.

The Strangeness of Press Releases

Think of a reg­u­lar press release:
How do most press releases end?

Besides a stand­ard boil­er­plate with com­pany inform­a­tion, you will find con­tact details. Why use those con­tact details? You rarely get a pre­cise reas­on; there’s typ­ic­ally nev­er a com­pel­ling call to action.

So, let’s back out for a second:

The press release writer tries to make the head­line more com­pel­ling than the actu­al press release because every­one wants clicks. Then, the most valu­able inform­a­tion goes into a few sen­tences at the top. And the longer you read, the less attract­ive the con­tent gets.

Press releases are designed to become duller the fur­ther down the page you read. The typ­ic­al end is only befitting:

For fur­ther inform­a­tion, please contact.”

If someone is so damn inter­ested in your dull press release that they’re read­ing it to the end, that’s how they should be rewar­ded? Huh.

Content Surfers and Content Divers

If a user has shown interest in your sur­face-level con­tent and wants to go deep­er and learn more, it’s your job as a brand to allow this to happen.

When users are sat­is­fied, they decide when not to go any deep­er. Your com­mit­ment to this strategy is to ensure that users nev­er leave because the option to go deep­er doesn’t exist.

Why deep con­tent? Unless you’re Wikipedia, offer­ing total breadth is a Sisyphean task. However, provid­ing great depth is pos­sible — with a nar­row enough focus.

Depth is neces­sary because Content Surfers (click­ing hori­zont­ally) are still just look­ing around, turn­ing over stones here and there. Content Divers (click­ing ver­tic­ally) are immers­ing them­selves — which is more inter­est­ing from your brand’s perspective.

Opt To Go Deep, Not Wide

There’s an argu­ment to be made here:

  • The few who reach all the way to your content’s call to action (Content Diver = click­ing ver­tic­ally) are more valu­able than the many who only glimpse its first head­line (Content Surfer = click­ing hori­zont­ally).

Simply put: Content Divers are more valu­able than Content Surfers.

The struc­ture requires the highest qual­ity con­tent at the base. Because if you “put your best foot for­ward,” con­tent divers will quickly aban­don ship if they notice that your con­tent is get­ting worse and worse the deep­er they go.

Content divers are, by nature, pick­i­er about their con­tent. Convince and con­vert them, how­ever, and you gain loy­alty and trust bey­ond any­thing you can accom­plish with sur­face browsers.

Strategic Prerequisites and Fit

The Deep Content PR Strategy isn’t the right fit for all brands:

Deep Content is SEO-friendly and caters to online audi­ences look­ing to dive deep­er into spe­cif­ic niches. It’s a good fit for busi­ness-to-busi­ness ven­tures. It’s a good fit for thought lead­er­ship PR strategies. It’s a good fit for B2B know­ledge work.

However, the Deep Content PR Strategy also goes bey­ond con­ven­tion­al white-col­lar industries:

Users are also look­ing to go deep in the most cre­at­ive of spaces. It can be any­thing from music to art, from gam­ing to col­lect­ables. Many online pub­lics are inter­ested in diving into the most remote online deep­sea trenches imaginable.

Signature - Jerry Silfwer - Doctor Spin

Thanks for read­ing. Please con­sider shar­ing my pub­lic rela­tions blog with oth­er com­mu­nic­a­tion and mar­ket­ing pro­fes­sion­als. If you have ques­tions (or want to retain my PR ser­vices), please con­tact me at jerry@​spinfactory.​com.

PR Resource: Content Themes

Content Themes

Let’s use a fic­ti­tious example of an IT com­pany. First, they decide on a Promise Filter for their con­tent strategy:

Promise Filter: We make IT easy to understand.

Then, the IT com­pany breaks their core mes­sage down into four busi­ness-crit­ic­al Content Themes:

Q1 Content Theme: We make people under­stand the Internet of Things (IoT).

Q2 Content Theme: We make people under­stand busi­ness auto­ma­tion.

Q3 Content Theme: We make people under­stand cloud com­put­ing.

Q4 Content Theme: We make people under­stand man­aged services.

For each quarterly Content Theme, they pro­duce Content Packages (to build Content Skyscrapers). Each Content Package could con­tain the following:

  • Infographics
  • Blog Articles
  • Whitepapers
  • Social Media Updates
  • Landing Pages
  • Lead Magnets
  • Swipe Files
  • Template Files
  • Content Upgrades
  • Online Courses
  • Podcast Episodes
  • Livestreams
  • Email Send-Outs
  • Events
  • Case Studies
  • Webinars
  • Video Tutorials
  • Interactive Quizzes
  • Press Releases
  • E‑Books
  • Testimonials
  • Influencer Collaborations
  • Mobile Apps
  • Slide Presentations

Learn more: The Content Themes PR Strategy

💡 Subscribe and get a free ebook on how to get bet­ter PR ideas.

PR Resource: Inbound vs Outbound

Spin Academy | Online PR Courses

Inbound vs Outbound

The inbound mind­set is a fun­da­ment­al shift in the PR- and mar­ket­ing industry.

Historically, many PR- and mar­ket­ing depart­ments have argued:

Why should we spend our PR- and mar­ket­ing budgets on ‘already acquired’ audi­ences?”

The truth is — it’s the oth­er way around.

Instead of “spam­ming” non-exist­ing audi­ences, pub­lic rela­tions and mar­ket­ing can do much more with exist­ing online pub­lics. 1Silfwer, J. (2015, June 11). The Publics in Public Relations. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​p​u​b​l​i​c​s​-​i​n​-​p​u​b​l​i​c​-​r​e​l​a​t​i​o​ns/

Jerry Silfwer speaking about inbound marketing
Jerry Silfwer (Doctor Spin) speaks about inbound marketing.

If your Inbound Shift PR Strategy is good, you might not need to pri­or­it­ise out­bound PR strategies — because your inbound audi­ence will attract out­bound publics.

Drawing a line between those who know you and those who don’t know you is noth­ing new:

  • Push Marketing
  • Cold Leads
  • Traditional Marketing
  • External Comms
  • Pull Marketing
  • Hot Leads
  • Permission Marketing
  • Internal Comms

This inbound shift is just the online equivalent:

  • Outbound Comms
  • Inbound Comms

Learn more: The Inbound Shift PR Strategy: Beauty From Within

💡 Subscribe and get a free ebook on how to get bet­ter PR ideas.

PR Resource: Evergreen Content

Evergreen Content

What’s Evergreen Content? For a piece of con­tent to be ever­green, it must sus­tain its value over time. Meaning: The con­tent must be rel­ev­ant today, tomor­row, and the fore­see­able future.

While news con­tent might have a more sig­ni­fic­ant short-term impact, Evergreen Content accu­mu­lates over time.

There are dif­fer­ent ways to lever­age ever­green con­tent. I recom­mend a few axioms for Evergreen Content:

  • Two years. To be con­sidered ever­green con­tent, I think the con­tent must be rel­ev­ant and valu­able for at least two years. It’s an arbit­rary time frame, but if an organ­isa­tion can pro­duce con­tent last­ing for two years, it will typ­ic­ally last for much longer.
  • Actual interest. To be con­sidered ever­green con­tent, there must be an exist­ing volume of search engine users look­ing for the inform­a­tion. The con­tent will nev­er be ‘ever’ without ‘green’ search volumes.
  • Gentle garden­ing. Evergreen con­tent will only stay ever­green if you tend to it occa­sion­ally. To check if everything’s work­ing, add some­thing help­ful if needed, and per­haps clean out some unne­ces­sary stuff. It’s a bit like garden­ing, I find. 
  • Personal touch. It’s dif­fi­cult to pub­lish some­thing unique. However, adding your brand’s ton­al­ity and flair to the con­tent is always pos­sible. The object­ive is to estab­lish trust and author­ity, so a touch of per­son­al­ity matters.

Evergreen Content is also help­ful in build­ing Content Themes, Content Packages, Deep Content, and Content Skyscrapers.

Learn more: The Evergreen Content PR Strategy: Forever Is a Long Time

💡 Subscribe and get a free ebook on how to get bet­ter PR ideas.

PR Resource: More PR Strategies

1 Silfwer, J. (2015, June 11). The Publics in Public Relations. Doctor Spin | The PR Blog. https://​doc​tor​spin​.net/​p​u​b​l​i​c​s​-​i​n​-​p​u​b​l​i​c​-​r​e​l​a​t​i​o​ns/
Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at Spin Factory and KIX Communication Index. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

The Cover Photo

The cover photo isn't related to public relations; it's just a photo of mine. Think of it as a 'decorative diversion', a subtle reminder that there is more to life than strategic communication.

The cover photo has


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