Content marketing is more than just a hot new trend; it’s a way for brand managers to pave the way for PR success in a changing landscape.
Although professionals from both content marketing and PR camps sometimes clash over campaign ownership or strategies, it’s time to put aside the differences and look at what both have to offer. When content marketing and PR combine skills, it can make for a digitally lethal branding arsenal.
Here are five ways content marketing gets the PR job done:
1. It boosts the power of owned media. PR pros have long been involved in discussions and strategy sessions about when to use earned media (for instance, mentions in news stories), or paid media (which includes advertisements).
Although neither of those categories is dead—the press release is still the cornerstone of PR and even social media can be a pay-to-play game—owned media (blog posts and other items housed on the company’s site) is allowing brands to become their own publishers.
Gone are the days of begging journalists and editors; if you want to get the word out for your company, owned media can help you do the job.