Content Marketing

Coordinating Content Marketing Creates Buzz

It’s not exactly news to report that the growing influence of the Internet and popularity of social media has expanded public relations beyond the traditional methods. When taking a look at your company’s public relations strategy, it is no longer just about developing an individual or organization’s public image through news stories and public appearances. Public relations now includes managing communication messaging through all mediums. This can include a company’s social media posts, blogs, e-newsletters, articles, videos and anything communicating a message to your target audience. As a result, the lines between PR and the push for content marketing are becoming blurred.

So what exactly is content marketing? According to the Content Marketing Institute, “It is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience ― with the objective of driving profitable customer action.”

Whether you have a designated in-house team handling PR or you have hired a public relations consultant or firm, it is in the best interest of your business to make sure that you are integrating and coordinating your content marketing with your PR campaign.

As you develop content that conveys your message, you will want your PR team to weigh in on what you are saying, how you are saying it and where you may be placing it — as all of it impacts the public’s perception of your brand.

Content marketing mediums include:

Company blogs

Your blog is a great place to share news, educate your target market, leverage press coverage, and engage customers in conversation.


Think of the Old Spice ads that went viral on YouTube and the launch of Justin Bieber’s career. Videos can show and tell your company’s story.


The latest way to share stats and make them more compelling than the old graphs you would find in your econ. book from school. Fast Company does it well with their Infographic of the day.

Online articles

Share your expertise by writing articles and white papers and publishing them online.

Webinars or Podcasts

Sharing your knowledge with others in this format is another powerful tool for expanding your reach.

Ebooks or magazines

Publishing a free ebook or digital magazine can be extremely effective. Zappos digital magazine serves as a great example with stories, interviews, product features and the ability to make a purchase.

Coordinating your public relations with your content marketing efforts can increase your efficiency and your effectiveness. According to the Roper Public Affairs, 80 percent of business decision-makers prefer to get company information in a series of articles versus an advertisement.

Similar to PR, content marketing delivers information to your audience that is not direct advertisement. It is in a format that shares information as a manner of educating and creating conversation. It encourages the public to share with others. This helps leverage your PR and marketing and broaden your reach. In essence, it creates buzz.

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