3 content marketing lessons to help your PR strategy

By Anna Henderson

When it comes to content marketing, companies have realised how important engaging content is when it comes to resonating with your audience and building brand awareness.

Producing and sharing captivating content is also a major part of PR. But how does it actually compare to content marketing?

The definition of content marketing according to the Content Marketing Institute is:

“…a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience, and, ultimately, to drive profitable customer action.”

In simple terms, content marketing comes down to creating content (blog posts, videos, visuals) that offers real value to your audience in an effort to build a lasting, mutually beneficial relationship. It’s a long-term strategy to actively involve people with a brand, to turn them into brand ambassadors and loyal customers.

PR on the other hand is about selling the company or brand through positively managing the communication channels between a company and its stakeholders, focusing on maintaining a positive reputation for a company as a whole.

While many aspects of PR and content marketing overlap, ultimately the end goal is different.

Take a read below to find out the lessons a PR Pro can learn from content marketing:

Build Trust and Relationships

Any PR professional will tell you that building a mutually beneficial relationship with influencers, journalists, and editors is one of the biggest challenges in media relations. Content marketing is all about building relationships to turn loyal fans into paying customers. When it comes to media relations, treat the media like customers. They should be excited to see your relevant eye-catching release in their inbox.  This translates into success for building a symbiotic relationship and trust with them.


The foundation of content marketing is effective distribution. You can put massive efforts into your content but if you’re not marketing it anywhere you’re going to see very few results. The same goes for your PR efforts.

While you may be writing great press releases, if you’re not distributing them to targeted media lists you’re not going anywhere, fast. Your press releases need to be distributed to the relevant journalists to ensure you gain that all important media coverage.

Embracing creativity

When it comes to putting out content, good marketers find their ‘magic slice’, that middle ground that combines the message you want to put out with what the audience wants to hear.

Content marketers have to stand out from their competitors and to do that they must embrace creativity.

We’ve previously written about things you should be doing daily to boost the creativity in your PR campaigns.

In order to stand out from the crowd with your campaigns and press releases, try something different.

Looking to make the news? We’re here to help. For more information click here or call Gaye on (01) 254 1845.  



Anna Henderson

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