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How Public Relations & Communications Can Win the Content Marketing Race
 | In today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats and devices.
With a global population of over 7 billion, there are over 2.3 billion internet users. More importantly, there are 6.7 billion mobile subscribers – 91% market penetration (source). Ubiquitous internet access is enabling consumers and brands alike to create, consume, publish, interact and transact – anytime, anywhere.
At the same time, brands are answering the call to create more value for customers through content marketing: 86% of BtoC and 91% of BtoB organizations are now using content marketing tactics.
As companies adopt a publisher model of content and media creation, many are beginning to rival the reach and influence of the publications in their industry. Amex OPEN Forum and General Mills’ Tablespoon are great examples of this.
What do these changes mean for Public Relations and Communications professionals? How is PR competitively positioned compared to marketing and advertising in a content centric web? Read on for answers to these questions and more.
The expertise in messaging, content creation and media relations that many Public Relations professionals bring to the table can offer a competitive advantage in 3 key areas:
Storytelling
There’s an old expression that has held true for me over the past 15 years: “Facts tell, stories sell”. Content Marketing is the ability to tell brand stories that consumers and the media will care about. Who better to find and tell those stories than PR and Commiunications pros?
Editorial Based Marketing
Before “content marketing” became the catchphrase, I used to call what our Marketing/PR agency did “editorial based marketing”. PR professionals understand how news organizations work. Businesses are investing in content from planning to production to editorial. Corporate Journalists are on the rise and PR professionals are perfectly capable of fulfilling those functions or supporting them to create compelling brand content. Content designed to engage also inspires action – whether it’s a social share, a purchase, a referral or an inquiry to do a story.
Influencer Marketing
Working with industry and media influencers has been the stock and trade of media relations professionals for years. Numerous tools from Traackr to Klout to Kred can support the need to identify influencers based on their ability to affect action – not just high follower counts. PR professionals are well positioned to identify and engage influencers for a variety of content marketing based outcomes ranging from guest blog posts to co-creation of content with industry thought leaders.
Now more than ever, creating content that influences growth in market awareness and new business requires an integrated approach. While this has been a challenge for many PR professionals as marketing and PR functions converge, the good news is that through a model of Attract, Engage and Convert, organizations can better plan, implement and optimize the performance of their content based PR programs.
At the upcoming PRSA Digital Impact conference in New York (Friday June 28 at 3:15pm), I’ll be discussing details of this approach along with tactics and examples. The 3 key areas I’ll be covering include:
- Future trends in online marketing and PR
- 3 big mistakes to avoid with social content marketing
- A model for social content success everyone can understand
I look forward to seeing you there.
Photo: Shutterstock
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