How to successfully use content marketing for PR

Content Marketing for Public Relations Best Practices

Public relations have become an even more vital component to brand awareness creation now that the content marketing boom has begun.

It is certainly a natural extension of PR since content marketing helps elevate brand awareness and perception by creating content that provides value as well as positive engagement for the readers.

On the other side of the coin, content marketing has definitely helped to transform the way that public relations are handled online.

These principles have a powerful effect on public relations efforts when combined with content marketing and media relations. Today we would like to share three important principles with you.

Content Marketing & PR Principles to Live by

• Creating and disseminating engaging content – at this point, public relations and content marketing go hand-in-hand. The best way to use content in a PR fashion is to make it engaging and valuable to potential readers and visitors. Engagement definitely matters in this day and age.  tactic will allow you to share content via social media.
• Not only will this content help create brand awareness, but it can also improve the overall experience for the reader so that they find value in the digital information that you share with them.
• Never underestimate owned media – a really popular online mantra is that brands need to become publishers in an effort to create their digital presence online. And they need to become publishers in order to create further engagement with their target audience. Public relations are also important to the content owned by a particular brand. Promoting this content by using the latest tools and tactics to get the job done is now more important than ever.
• Let’s say a software company decides to promote the latest features of their application. The best way would be to do this through their blog, as a post that they can later link to it on all other channels (other blogs, social media, forums, etc.). PR teams can manage important brand assets like their client’s blog. When done correctly, they will source up-to-date content and increase the content’s reach. This will help establish the brand within the marketplace and prove that they are a well-respected leader in their industry. 
• Start thinking like a publisher instead of a consumer – one of the main principles of content marketing is that you have to begin thinking like a consumer. You have to wonder if your link is something that your potential audience would click on. And you have to wonder if the content that you present to your audience is something that they would share with others on social media. From a PR standpoint, it’s important to start thinking like a publisher. By pitching compelling stories to your audience, you have to consider the value and insight that you provide them.

Make sure your target audience will receive benefits from the information that they are reading.

And be wary if the information is too sales oriented, because ultimately this will upset the intended audience. In an effort to build lasting media relationships, create content that is engaging, entertaining, and ultimately shareable.

Final Thoughts

• At the end of the day, content marketing and public relations now go together like peas and carrots.
• By combining PR and content marketing with a timely release on social media, you will create an engaging experience for everyone. It’s much better than a traditional press release.
• And when all's said and done, your readers will appreciate this type of content much more than they’ll appreciate traditional PR content.
• So it’s a win-win situation for everyone. Take advantage of this incredible trend and use it to full effect.

For more information, please visit https://kuware.com/cal/mary/ to request a meeting.

Author Info

Mary McKeown-Christie, Fractional Chief Marketing Officer, KUWARE, and Wendy Dessler.