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What are the key steps to transition from public relations to content strategy?

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If you are a public relations (PR) professional who wants to switch to content strategy, you might wonder how to make the transition. Content strategy is the practice of planning, creating, and managing content that supports a specific goal or audience. PR and content strategy have some similarities, but also some differences that require new skills and mindsets. Here are some key steps to transition from PR to content strategy.

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Shruti Tiwari

10x ?? Top LinkedIn Voice| Sr. Product Marketing Manager| Brand and GTM Strategist| B2B| SaaS | Ambassador at Women…
Selena Cameron

Global CEO @ WPP's SJR | Content Marketing Association Board Member | B2B Specialist

1 Assess your strengths

As a PR professional, you already possess a range of skills and knowledge that can be transferred to content strategy. You might be adept at writing clear and persuasive messages for various media and channels, researching and analyzing your target audience, developing and executing communication strategies, measuring and reporting on the impact of your work, and collaborating with internal and external stakeholders. However, it is important to note that you might need to adapt these skills to new contexts and goals when transitioning to content strategy.

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Shruti Tiwari

10x ?? Top LinkedIn Voice| Sr. Product Marketing Manager| Brand and GTM Strategist| B2B| SaaS | Ambassador at Women Techmakers| #IAmRemarkable Facilitator| Grammarly Ambassador| GTM Ambassador
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Trust me this is going to be a fab transition and you’re surely going to enjoy the world of content strategy full of amazing clients, brainstorming ideas, & more. Below are some key takeaways when transitioning from PR to Content Strategy. 1. Leverage PR skills: Utilize your understanding of audiences & their needs gained in PR to craft content strategies aligned with preferences. 2. Develop storytelling prowess: Hone your storytelling abilities to create compelling narratives that resonate with the target audience. 3. Stay updated on trends: Keep abreast of industry trends & emerging content formats 4.Build a portfolio: Showcase your content creation abilities through a diverse portfolio and network with content professionals

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Maricel D.

SOCIAL MEDIA MANAGER AND CONTENT STRATEGIST ?? Helping health and wellness coaches and real estate investors with engaging content & targeted social media. Let's grow your audience & revenue together!
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Acquire Relevant Skills: Identify the skills needed in content strategy, such as SEO, content creation, analytics, and user experience. Take online courses, attend workshops, or pursue certifications to fill skill gaps.

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2 Fill your gaps

To become a content strategist, you may need to understand the principles and best practices of user experience (UX) design and research, use content management systems (CMS) and other tools to create and publish content, apply content models, taxonomies, metadata, and other techniques to organize and structure content, create and maintain content guidelines, standards, and processes, and conduct content audits, inventories, and analysis to evaluate and improve content quality and performance. There are a multitude of resources available both online and offline that can help you learn these skills. These include books, courses, podcasts, blogs, and webinars.

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3 Build your portfolio

The third step is to showcase your work and demonstrate your abilities as a content strategist. You can create or update your online portfolio or website with examples of your PR and content strategy projects, write case studies or articles that explain your process, challenges, solutions, and results, share your insights and opinions on social media, forums, or blogs, participate in content strategy events, communities, or networks, and seek feedback and mentorship from other content strategists. Doing so will help you gain visibility, credibility, and confidence as a content strategist.

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4 Update your resume

The fourth step in applying for content strategy jobs is to prepare your resume. You should highlight your relevant skills and achievements in PR and content strategy, and use keywords and phrases that match the job description and requirements. Additionally, provide quantifiable and specific examples of your impact and value, format your resume for readability and clarity, and tailor it for each position and employer. Doing so will help you stand out from other applicants and get noticed by recruiters and hiring managers.

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Megan Rowlands Sobieski

Top 50 Women in Content ?? Helping mission-driven orgs connect with people through storytelling, content + creative strategy ? 4X content director ? 3→34% organic conversion rate ??? 2.5→6M pageviews
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Lean into the fact you have an audience-first mentality — and the experience to back it up. Many brands have shifted their content operations to run more like publishers than in-house marketing teams. If you’re looking to make the switch from PR to marketing, seeking out brands that run their content teams this way may be a great foot in the door. Good luck!

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5 Network and apply

The final step in finding and pursuing content strategy opportunities is networking and applying. You can search for job openings on online platforms, websites, or newsletters. Additionally, you should reach out to your existing contacts or make new ones in the content strategy field. Moreover, asking for referrals or recommendations from your network is a great way to find potential job opportunities. When applying, make sure to write compelling cover letters for each application and prepare for interviews and tests by researching the employer and the role. Following these steps will help you land your dream content strategy job.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Selena Cameron

Global CEO @ WPP's SJR | Content Marketing Association Board Member | B2B Specialist
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PR professionals couldn't be more well-suited to transition to working in content marketing. They tend to be horizontal thinkers who solve client business issues with a much broader set of ideas than colleagues in other marketing disciplines. PR pros also have an inherent understanding of narrative, which is critical in content. They also tend to have exceptional communication skills and build really strong client relationships. But there is something magical about PR pros that's difficult to replicate - the best ones are strategic doers who are comfortable developing and executing plans.

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Caroline McCarthy

Media futurist and TED resident | Writing advertising's next chapter at Infillion | Forbes 30 Under 30 in Media
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A lot of this transition depends on what you as an individual currently do in PR, and what you want to do in content strategy. Both areas of work have some very analytical and metrics-focused roles, and some that are more purely creative. If your current area of expertise is more analysis-based and you want to take on a content strategy role that's more creative, that might be a bigger leap than from some other roles in PR. You might benefit from some coursework or certifications to help bridge the gap -- and to learn more skills either way!

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What are the key steps to transition from public relations to content strategy?

1

2

3

4

5

6

1 Assess your strengths

2 Fill your gaps

3 Build your portfolio

4 Update your resume

5 Network and apply

6 Here’s what else to consider

Content Strategy

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What are the key steps to transition from public relations to content strategy?

1

2

3

4

5

6

1 Assess your strengths

2 Fill your gaps

3 Build your portfolio

4 Update your resume

5 Network and apply

6 Here’s what else to consider

Content Strategy

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