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 http://www.youtube.com/user/DureeAndCompany, or call 954-723-9350.