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4 Ways Public Relations Helps with Content Marketing

By June 23, 2020March 23rd, 2021No Comments
Content Marketing

A common question we have been asked is: “What is content marketing and how does it differ from public relations?” Content marketing is generated by a brand, to create and distribute content in order to attract and retain a clearly defined audience. Its success is measured by profitable customer action. In public relations, while the mission is also to provide positive content to a specific target audience, the content is distributed through a third-party source such as a reporter. Rather than sales, PR results are measured in media impressions.

At Fort Lauderdale- and Aspen-based public relations agency Durée & Company, we know that public relations has expanded into the era of one-way linear communication, as content can now be generated by anybody and at any time. Now more than ever, the union of public relations and content marketing can make your marketing strategy more powerful.

There is so much content being posted online that, in order for potential customers to see it, marketers need to go above and beyond in making sure it’s visible. This is where PR comes in, with methods such as getting influencers to link to the content, having it published on a popular blog, and more.

Basically, marrying PR and content marketing means getting already-created stories to influencers, editors and reporters to break through the clutter. PR (having relationships with the right people) plus content marketing (telling attention-grabbing stories) equals a better bottom line for clients.

The following are four ways that PR can help with content marketing.

  • Amplify the message: PR professionals have a special gift for identifying current trends and recognizing different ideas that relate to a brand. After all, building a brand through effective storytelling is what PR is! Utilizing identified trends, PR experts can craft unique story angles to resonate with the intended target audience. You can have the best content in the world, but if it isn’t reaching the appropriate audience, then what good is it?
  • Create consistency in messaging: PR and content marketing teams can work together to keep brand messaging on the same page with all content initiatives. Whether the content is self-published or published through media, having a cohesive voice is key to a brand’s success.
  • Build media relationships: As experts in the field, PR pros can help direct content to the target audience through their longtime relationships with journalists and influencers. They know which publications the target audience reads and how to communicate with media outlets for the appropriate visibility.
  • SEO: Content marketing has built specific keywords into its editorial strategy to help improve SEO. Press releases are also widely reported on the internet, so incorporating PR into a content marketing strategy will ultimately increase SEO and help drive website traffic.

The digital space is crowded – and getting more crowded by the day. The rules of effective marketing are constantly changing. Bringing PR into the picture when it comes to content marketing is essential to amplify a brand’s content and take it a step further.

If you’re interested in learning more about how to use PR to help with your content marketing, and ultimately increase your ROI, contact the seasoned professionals at Durée & Company.

 

About Durée & Company 

Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit arenas for local, national and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, wellness and CBD, marine and yacht, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, go to https://dureeandcompany.com/, visit Durée & Company on Facebook at https://www.facebook.com/DureeCoPR/, Instagram at https://www.instagram.com/dureecopr, Twitter at https://twitter.com/dureecopr, LinkedIn at https://www.linkedin.com/company/dureecopr or YouTube at https://www.youtube.com/user/DureeAndCompany, or call 954-723-9350.

 

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Five Things That Need to be in Your Resume or Cover Letter

To paraphrase Jerry Maguire, help us help you. As we sift through the paperwork, here’s what we are looking for:

1. What you love to do and why.

In PR, you may love writing, editing, interviewing, pitching the media, researching, coordinating events, networking, posting to social media … whew! While we would love it if you had a passion for it all, we’d never believe you if you said as much.

What part of this zany, crazy, whirlwind, yet meticulous, tedious, detail-oriented, profession calls to you and why? Help us make the connection as to how PR is really for you, and call it your Professional Summary.

2. Something you did that changed something or someone else.

If you never showed up to your last job, what wouldn’t have happened? That’s right. Erase yourself. Now which clients disappeared with you? Which articles just fade away? What press releases cease to exist? How much social media did NOT get liked?

We are just meeting you. So take a moment to spell out your impact, and it will be easier for us to see what you can do for the clients of Durée & Company. Share this under your Job Responsibilities.

3. Anything you created.

Feeling humble? Well, stop it. This is the part where you brag. If you craft a delightful blog, master a mind-blowing website, shoot crazy video or direct wonderful events, show us.

Then tell us a bit of how you did it, so we trust that it was your brilliance and not the intern’s. Let’s dub this Your Portfolio.

4. An indication of why you belong here.

At PR firm Durée & Company, we have a culture. Really, all companies do. To learn about ours, do some legwork. At this point, if you’re on our blog, you are in the right spot to begin learning. Hate pink? Not good with women? Live in Kansas? Low energy? Then you might want to reconsider applying. However, if we resemble a group that you’d like to hang out with, share why. You can do that in the Cover Letter.

5. Correctly spelled words – all of them.

Do more than hit spell check. Know how to spell or ask someone to proofread. Correctly spelled words work everywhere, all the time. Consider them the Little Black Dresses of resumes.

So consider these five tips – we’ve just given you a “cheat sheet” about what we’re watching out for. Even if our position may not be for you, feel free to use our advice for another – it may just get you the job!