The PR BlogDigital PRContent & InboundThe Deep Content PR Strategy

The Deep Content PR Strategy

Content divers are more valuable than surface browsers.

Cover photo by Jerry Silfwer (Instagram)

I love to use 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 race

Here goes:

The Deep Content Structure

Deep Content

Here’s an example of an online content structure that’s five levels deep:

In the example, 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 since they’re more valuable than surface browsers.

As for the importance of structure and depth, the logic is the same as for iceberg publishing and content themes.

Read also: The Deep Content PR Strategy

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 interesting it 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.

Surface Browsers and Content Divers

The basic idea:

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, it’s a Sisyphean task to offer total breadth. However, providing great depth is possible—with a narrow enough focus.

Depth is necessary because surface browsers are still just looking around, turning over stones here and there. Content divers are immersing themselves—which is more interesting from your brand’s perspective.

Deep Content - Surface Browser - Content Diver - Doctor Spin - The PR Blog
Surface browsers and content divers (created by AI).

Opt To Go Deep, Not Wide

There’s an argument to be made here:

The one person reaching your press release’s call to action is more valuable than the hundred people who read its headline.

The value ratio will, of course, differ depending on the context. But the argument is viable enough to build a successful content strategy because content divers are more valuable than surface browsers.

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 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 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 audiences are interested in diving into the most remote online deepsea trenches imaginable.

Thank you for reading this article. Please consider supporting my work by sharing it with other PR- and communication professionals. For questions or PR support, contact me via [email protected].

Additional Resources

Content Themes

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

Core message: 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.

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. 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

Read also: How Content Themes Works—And Why You Should Use Them

Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.


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