Today’s changing marketing environment has opened up a variety of new creative opportunities for brands to tell their story. Now, more than ever, brands are acknowledging that they need to innovate to keep up with new entrants to their markets and stay top of mind with their customers.
Content that has been ‘uniquely created’ by a brand or business has won the digital war as being more valuable, as it provides plenty of possibilities to communicate a message.
Below are a few of the parallels we see exist between PR and content marketing.
What do they have in common?
- Both require an angle or a storyline, which can be developed in greater detail whether it be through video, audio or the written word and used to communicate message to a group of people.
- Both have a key audience, who is willing to listen and fed messages about a topic of relevance to them.
- There is an objective to promote a brand or service.
- There is a relationship in place with members of the public, who have the power to be your customers and your brand advocates.
Why does one need the other?
- Public relations professionals are lost without unique content to create noise, basically because it provides a reason for them to talk to the media about the brand or business they represent.
- Media requires good content in order to tell a good story to their audiences, whether it be photographs of food, interviews with key people or video footage that evokes emotion.
- The public is hungry for the details, especially when it involves a product or place, so having the right content available means that you can surprise and delight them.
- Content is helpful for building positive brand associations with the general public, even if they’ve never heard of your brand or sampled your services.
- Unique content can reach a wider audience without the relationship PR professionals have with the media to act as a third party for news.
- There are synergies between publicity stunts and shareable content for social media.
- Social media is a direct platform for building public relations in today’s tech era, offering plenty of opportunity for customers and followers to share content with their own “friends” and “friends of friends”.
- Content marketing often speaks louder than words on visual platforms like Instagram, Facebook and Pinterest, by encouraging customers to converse directly with brands…a great tool for tracking what content customers like and what they don’t like.
It’s clear that one really relies on the other, so it’s important that you have the right mix of both.
The Press Garage has adopted PR methods that collaborate with others and foster the development of unique content. Speak to us about how we can help you.