See online: 5 Ways Content Marketing Hits the PR Bullseye, by Beki Winchel via www.prdaily.com
See also: 11 Critical Content Creation Tips, by Danny Wong via huffingtonpost.com
Content marketing is more than just a hot new trend; it’s a way for brand managers to pave the way for communications and PR success in a changing landscape.
Although professionals from both content marketing and PR camps sometimes clash over campaign ownership or strategies, it’s time to put aside the differences and look at what both have to offer. When content marketing and PR combine skills, it can make for a digitally lethal branding arsenal.
Here are five ways content marketing gets the PR job done:
1. It boosts the power of owned media . PR pros have long been involved in discussions and strategy sessions about when to use earned media (for instance, mentions in news stories), or paid media (which includes advertisements).
Although neither of those categories is dead—the press release is still the cornerstone of PR and even social media can be a pay-to-play game—owned media (blog posts and other items housed on the company’s site) is allowing brands to become their own publishers.
Gone are the days of begging journalists and editors; if you want to get the word out for your company, owned media can help you do the job.
Coca-Cola’s team has placed a heavy emphasis on content marketing to accomplish its PR goals; the company turned its newsroom into an interactive digital magazine complete with enough content to keep any interested audience member engaged. Coke’s goal is to kill its use of the traditional press release by 2015.
2. It taps into audience behaviors and interests. PR is all about tapping into consumers’ wants and needs, as a person is far more likely to complete an action when you appeal to something they already find important.
Content marketing goes hand in hand with PR in this case, as content is based entirely on what consumers find valuable.
Disney’s brand managers earned a win when they connected their brand’s most powerful assets—their characters—to audiences with a promotion for an all-night extravaganza at theme parks. They announced it through a character-themed hashtag, which garnered more than 3,600 retweets.
3. It makes stories even more engaging . PR pros may be wordsmiths, but sometimes a powerful image can get a story across more effectively than a well-written press release or a slick presentation.
The power of visual content is real: Visuals receive 84 percent more views, 90 percent more clicks, and 40 times the amount of shares on branded online properties than text content.
Brand managers across all industries are embracing visual content, and communicators for brands such as Whole Foods and Martha Stewart have found even bigger wins on Pinterest. Other brands, such as those handling Nike, Starbucks, and Chobani, have embraced Instagram for their PR and marketing strategies, with notable successes.
4. It increases social media ROI. A recent survey showed social media as the top tool for PR and marketing dollars, but it also found that only 26.5 percent thought social media brought a good return.
PR’s goal has always been to foster relationships with influencers and consumers, and good content marketing can increase engagement—as well as leads and sales—in remarkable ways.
Kraft Foods is no stranger to this phenomenon: Its director of data, content, and media, Julie Fleisher, said the company sees four-times better ROI through content marketing than through targeted advertising.
5. It helps brand managers speak and establish company culture. Aside from building relationships, PR pros know how important it is to establish awareness of a brand and its company culture.
Content marketing does this through both created and curated pieces, which enables readers to talk about the brand. It also gives brand managers opportunities to announce changes, clear up confusion, and answer questions.
Microsoft has a great site called simply “Microsoft Stories,” which features customer and employee insights and increases awareness for the brand and the culture.
However, Microsoft’s content can also help stem PR crises: After CEO Satya Nadella came under fire for remarks made during an interview, his responses via Twitter and on the company’s blog helped to clarify and tell the complete story.
What would you add to this list? Join us in our open mic #RaganSocial chat Tuesday at 2 p.m. Central Time and share your insights.