The Content Marketing Institute defines content marketing as “owning, as opposed to renting, media. It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”
So while it is a marketing process, content marketing isn’t just for marketers. Public relations professionals should be implementing the same owned media tactics within their own industries. Why?
It’s more than an inbound marketing tool.
Creating great content helps your audience answer a question or solve a problem, and it keeps your client or brand top-of-mind. When implemented along with traditional media outreach and social media campaigns, you’re getting the most reach possible to promote your client and tell their story.
PR doesn’t solely rely on earned media.
“If you want to be in the media, become the media.” — Lee Odden
Social media means PR pros can now create content pieces that can be shared directly with the public. Whether it’s a short video, infographic or a blog post, PR pros can use their storytelling abilities to get directly in front of their target audiences.
You know influencers who can make a difference.
Since PR pros are already in constant contact with the journalists and bloggers who are covering their industry, the relationship-building aspect of a content marketing strategy is built in. Instead of simply sending a press release to these influencers, consider offering to guest blog, or partner up for a webinar or podcast.
