Public relations is a fun industry to be in, because of all the creative ways I can spread the word about things I appreciate. But, as the profession continues to evolve, we in the PR field need to know how to adapt and provide more value for our clients as well as our own business. What I like about content marketing is how it can solve a problem for someone and also provide extra exposure to a brand. If the brand grows in popularity, community relations can provide publicity for other content creators and for the brand itself.
With E3 2014 being criticized by some as an event that should change as the game industry evolves, the role of PR also needs to adapt to provide more services that benefit their clients. One of many ways to provide benefit for game developers is through content marketing. Here are four ways content marketing can provide value to PR in the videogame industry.
Provide tips and walkthroughs to sharing game content on social media platforms
If you want people to share your game content on social media, begin by showing them how to do it. Xbox’s Major Nelson uses his podcast to provide tips on how to upload and share streaming game content in a segment called “Xbox 101.” Given enough time, guides and walkthroughs may have already been created by others and you merely need to strategically share them on your own channels.
World location hints and tips
Does your game have a large world filled with lush landscapes, dark dreadful swamps and hidden areas? Most players don’t want a story spoiled, but there are those whose time is limited and would appreciate tips on finding a hidden location or a not-so-well-known weapon to defeat a truly tough adversary. Whether you use YouTube as a video guide, or take screenshots that provide clues to where a rare item is at, these are things that can provide great value for your social media platforms if implemented correctly. People will turn to you for help.
Content from the game for other uses
It might seem like common sense to provide things like custom images for desktop computers and mobile devices, but there are other assets from a game that can be just as useful for extending the experience from the device into popular culture. Phil Fish did that when he had Disasterpeace create the soundtrack for his unique puzzle platformer Fez. The developers of Borderlands released a handful of sound files that could be used as ringtones for your phone, and they also created one of the most memorable memorials I’ve seen for a fellow fan who had passed away. If it’s created organically and authentically, content like this can take your game from just a product to a fan favorite.
Button presses and combo tips
If your game utilizes complicated button presses, then this is something that people can utilize to improve their own skills. Sometimes a fighting game will provide a full tutorial utilizing one character, but not with others. This is the perfect time to provide tips for how the player can succeed with additional characters in the line-up. If your game is a third-person brawler, it might be worthwhile to provide tips on how to utilize items or skills, along with intricately timed button presses, to finish off a difficult opponent in short time.
These are only four ways to provide content to spread out the life of your game from a digital interactive product to much more. With a lot of hard work and a little luck, the content you provide along with the careful sourcing and distribution of community content can spread the word about your game.