June 11, 2014
— 1 Comment
By: Gentry Bennett @Gen__AndTonic
The communications umbrella is wide and contains many fields. Under public relations, content marketing is one of many tools that can be an asset for a communications professional.
Content marketing has become a hot button word in the field of public relations. But how exactly can a PR pro utilize content marketing?
Content marketing is defined by the Content Marketing Institute as “a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action,” which should sound familiar to any PR pro.
The Public Relations Society of America defines PR as “a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
One could argue that PR and content marketing are the same thing, however the field of public relations is much broader than the scope of content marketing. While content marketing’s objectives are similar to public relations’, PR pros must use more than just content marketing to build the mutually beneficial relationship between an organization and their publics.
While mastering media relations, press releases, organization culture and voice are extremely vital to public relations, content marketing is something every organization should consider utilizing.
Content marketing allows you to turn earned media in to owned media and vice versa in order to increase your consumer’s interest in business with your organization.
Content marketing also allows you to become an asset to consumers in a way that most companies aren’t. By giving people a useful tool or resource, every time the consumer uses that tool the brand that produced it will come to mind. The consumer will then share their experiences with their peers, producing word-of-mouth marketing that is vital to an organization’s success.
A great example of the PR and content marketing worlds colliding is the Tory Burch blog.
While having a blog isn’t new for any company, Tory Burch takes theirs one step further into content marketing. The blog isn’t just about the clothes and accessories Tory Burch produces, it’s about much more including travel and music.
This allows for PR and content marketing to combine in the company voice in a form of content that will attract an audience and a profitable action, which is therefore a mutually beneficially relationship. Tory Burch hit the nail on the head with this blog, leading the way for other companies to follow.
Overall, content marketing and PR go hand in hand in the business world. Combining the two can have amazing results, and is definitely worth the time to look in to.