Is Content Marketing a New Public Relations Discipline? : RushPRNews - Newswire & Global Press Release Distribution

 
Bookmark and Share

Is Content Marketing a New Public Relations Discipline?

August 23, 2012

Is Content Marketing a New Public Relations Discipline?
CONTENT CONE

NEW YORK, NY (RPRN) 08/23/12 — by

Is content marketing really PR? The immediate answer is “No,” but after a moment’s reflection, that answer may start to inch toward “Maybe.”

 

The practice of public relations is about influencing public opinion and guarding reputation. Content marketing is focused ultimately on outcomes like lead generation and sales. In terms of the old marketing funnel describing the different stages in the buying cycle (awareness, consideration, preference, choice) construct, PR is arguably more “upper funnel,” because it builds awareness and reputation. Content marketing is positioned deeper within the cycle, in the realms of consideration and choice.

 

But if you look at the marketplace for audience attention today, the tables have turned on the communicator. As we all know, today’s attention markets are always-on, real-time, and operate according to each individual’s needs at that moment. Our customers buy and our stakeholders act according to their own time frames.

 

This is why content marketing and public relations are suddenly finding themselves elbow-to-elbow in the communications mix, and the strategy. Both rely heavily on publishing messages with the goal of influencing opinion and generating specific outcomes.

 

Consume reports on sale!

 

Both disciplines also benefit mightily from the connectedness of our audiences via social media, as well as the new weight search engines are placing on fresh content. Good messaging can gain traction quickly, and spread virally across networks of people connected by common interests.

 

It’s important that we step back for a minute, and think about the different audiences for our messages. Content that is published digitally is very likely to be read by an assortment of people, not simply our target audiences. We know, for example, that consumers read press releases and seek out the media sections on company web sites. They perceive that messages for the media contain more hard news, and less marketing spin. So, we need to write press releases that appeal to a variety of publics, not just key media. Because those other publics are in fact consuming the news we publish. And vice-versa. Professional media are keeping an eye on broader company messaging.

 

So what does all of this mean to communicators?

 

Eliminate silos: First and foremost, we have to eliminate silos. All groups with the organization who are creating content for public consumption need to be hand-in-glove. Coordinating efforts can create search engine lift and a calendar of consistent messaging that delivers a cumulative effect. The alternative – i.e. unrelated, scattershot efforts – are at the least inefficient, and at worst, confusing to the audience. (Read more in our free white paper, “Modern PR: The Art & Science of Integrated Media Influence.”)

 

Put the audience first: The second take-away for communicators is the vital necessity of adapting an audience-first approach to designing communications. Simply put, this means asking ourselves tough questions about the content we’re drafting, such as:

 

What about this content is interesting and useful to our readers?

What key customer problems does it address?

Why should anyone care about this message?

 

Putting our messaging under this type of microscope can feel a bit uncomfortable, but in today’s competitive arena, in which we’re vying for the attention of our audiences (including journalists!) with streams of other data and information, our success absolutely rests upon our ability as communicators to create the sort of content people value.

 

Share playbooks & tactics: Content marketers are really good at finding interesting ways to slice, dice and deploy content. The PR crew owns deep relationships with key influencers and understands the mechanics of public sentiment. Sharing tactics and intelligence between the two disciplines can create undeniable value for the organization.

 

Magazineline: America's First Choice Since 1974banner

In times of change – and we’re smack dab in the middle of such a time – adaptive thinking is crucial. Instead of protecting turf (or budgets, as the case may be), advocating a new approach for the organization may be the best way to promote the brand, deliver results and grow the professions of public relations and content marketing. While they’re not one and the same, the two practices are definitely better together.

Sarah Skerik is PR Newswire’s vice president of social media, and is the author of the free ebook Unlocking Social Media for PR.

Media Web Address: http://blog.prnewswire.com/2012/08/22/is-content-marketing-a-new-public-relations-discipline/
About the author:

RushPR News is a social media newswire service created to help you with content creation and distribution to news outlets and social media networks. RushPRnews can also assist you with your web strategies with experts advices and strategies at an affordable cost. Write us at news@rushprnews.com

Click here to see all news from this author/company

Filed Under: BUSINESS NEWS, MARKETING, ADVERTISING, PR, New Media - WEB 2.0, Social Media, PRESS RELEASE

RUSH PR NEWS newswire and press release services at rushprnews.com / Anne Howard annehowardpublicist.com

Content- Legal Responsibility - All material is copyrighted - You may repost but you MUST link back to the original post on your page and acknowledge Rush PR News as the news source. Rush PR News is not legally and/or morally responsible for content of press releases, opinions expressed or fact-checking.

Rush PR News cannot be held legally responsible for material published and distributed through its newswire service or published in its press-room and therefore cannot be sued for published material. Third-party must be contacted directly to dispute content.

Rush PR News is not the contact for material published.

RSSFeed PRESS & SOCIAL MEDIA RELEASES

Newborn Foundation Selected Among First 
Global Innovation Fund Grant Recipients

Saint Paul, MN 02/09/16 · Announcement at GIF launch event in London highlights...

The Gamifiers Partners With Livecube to Bring Gamified Event Engagement to the Middle East

DUBAI/NEW YORK 02/02/16 · TECH NEWS - The Gamifiers, the leading specialized gamification...

Rugby North to Launch Canada’s First Professional Rugby League

Toronto, ON 02/02/16 ·  The country that introduced rugby to North America...

Dominion Lending Centres Edge Financial Welcomes New Mortgage Agents On Board

Toronto, Ontario 01/27/16 · The mortgage agents behind the site GTAMortgagePros.com  –...

Black Films Matter supports Movie Binges on Oscar Night

HOLLYWOOD, CA 01/26/16 · The Advocacy group Black Films Matter is supporting...

The Big Freeze: America Due Extreme Snowstorms

NEW YORK 01/23/16 · Founder of GridLocate.com, offers advice to US residents...

Clean the world Canada choisit Moisson Montréal

Montréal, Québec 01/05/16 · Clean the World Canada choisit Moisson Montréal comme...

All I Want for Christmas is for Trump to Shut Up is Island's new National Anthem

Cambridge, Mass 12/22/15 ·  A satirical Christmas song poking fun at real...

Gotham City Networking, Inc. Honors Raj Goel with Networker of the Year Award

New York, NY 12/16/15 · On Wednesday, December 2nd, Gotham City Networking, Inc....

Brainlink International Received Renowned Award for a Corporate SOP Culture That Outshines the Rest

New York, NY 12/15/15 · On Thursday, December 3rd, 2015, SmartCEO awarded Brainlink...

Livecube Enhances Its Social Engagement App to Be a Single Dashboard for Event Organizers

NEW YORK 12/03/15 · Enhanced features include real-time direct chat between attendees,...

MLBC offers new IFRS consulting service

Toronto, Ontario 12/01/15 · MLBC offers new IFRS consulting service New IFRS accounting...

For a fistful of dollars two gangs continue to fleece innocent families

Dallas, Texas 12/01/15 · Jaime Escalona speaking on behalf of COViSAL denounces...