Report: The future of PR is content

A Google Trends study conducted by BuzzStream and Fractl showed interest in traditional public relations strategies is declining, but content marketing campaigns are on the rise.

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An effective campaign outreach process begins with understanding which techniques are working and which are falling out of favor. What’s in and what’s out in communications campaigns this year?

BuzzStream and Fractl pulled 20 keywords related to PR and marketing and analyzed their popularity over a seven-year period—from January 2008 to November 2014—through Google Trends. The resulting visuals reveal the evolution of the industry as well as predictions for the future on a global scale.

The fall of traditional PR and the rise of content marketing

When the study began in January 2008, searches for “press release” and “public relations” were nearly 40 times greater than those for “content marketing” and “inbound marketing.”

However, both terms have seen a recent decline on a global scale, with popularity of the terms falling in North America, Oceania, Africa and Europe (except for two European countries—Germany and France—where “press release” has seen an increase).

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