Content marketing and public relations (PR) are very similar in nature. In fact, they both share a common goal.
What common goal do they share?
Simply put, they both attempt to create, relay, and amplify a high quality message about a specific brand.
Since both avenues of business branding share common goals, there’s plenty to gain and lots to leverage by combining content marketing and PR strategies.
Still not convinced? Take a look at four reasons why it’s an excellent idea to combine public relations and content marketing strategies.
1. Staying Consistently on Brand Message
It’s important to make sure that all of your branded messages stay aligned.
When you have content marketers and experienced PR firms working separately, as opposed to together, it’s hard to ensure that the tone of your brand stays consistent amongst each department.
By combining the two, you can develop a cohesive editorial line between both teams.
The key topics and themes being written about must act in unity. Otherwise you’ll have a difficult time defining your editorial calendar because your departments aren’t on the same page.
Ultimately, this ensures that your blog and social network content acts as a cohesive unit. This will help clearly define your branding and solidify your marketing message to the public.
2. Content Amplification
The main thrust of content marketing focuses on the creation of articles, webinars, blog posts, and other pieces of brand identification material.
PR, on the other hand, works because it acts as a vehicle to reach the biggest influencers in your industry.
By combining the two, you create a powerful, influential, and effective way for your content to reach your target market.
Combining content marketing and PR also provides another great benefit.
Not only does it help you find your target audience better, but it also potentially opens your company up to a broader, newer audience.
Since you already intend to invest in content marketing and PR separately, why not combine the two to get the best possible ROI while achieving your marketing objectives?
3. Search Engine Optimization
During content marketing, one of the biggest objectives is to add specific, highly searched keywords to the content in order to reach your target audience in the search engines. By doing this, you will improve your website’s SEO.
We all know that press releases are disseminated far and wide on the Internet. They are also link generating machines.
By combining these two strategies together, we can SEO optimize press releases.
When utilizing search engine optimization to its fullest, we can create high-value PR releases that end up driving many powerful links back to our landing pages, category pages, blog posts, and homepages.
The combination of content marketing and PR in this regard is an ultimate strategy for SEO optimization.
4. Building Relationships with Influencers
One of the biggest difficulties in public relations is building strong, mutually beneficial relationships with the top influencers in your market.
By creating an integrated brand message through PR and content marketing, everything becomes much more impactful. And the bigger impact will create greater levels of success for your marketing and public relations campaigns.
At the end of the day, this translates to a bigger and better ROI for your company.
When you have such a well-oiled content marketing and PR machine working together in tandem, influencers will naturally gravitate toward you and want to share your best content.
Before long, the biggest influencers in your industry will be quick to share your infographics, long form content, e-books, and more.
There’s never been a better time to integrate your content marketing and PR efforts. Please do so if you want to expand your effectiveness and reach by leaps and bounds.
Latest posts by Wendy Dessler (see all)
- Why Combining Content Marketing and PR Strategies Is a Good Idea - February 23, 2017