Despite the rise and influence of content marketing among B2B marketing programs, there still is often a separation between content and PR programs. Although the tactics and tools are often different, content marketing and PR collaborations can maximize brand visibility, audience engagement and strategic positioning. As organizations build out 2024 marketing plans, here are some key considerations for combining both efforts into one powerhouse approach:
Amplifying Content through PR
PR can amplify content marketing in a variety of ways. Some PR teams share content across social media and bring interaction to ensure visibility. PR teams can also share content with reporter connections for story consideration.
Consistent Messaging Across Content
Since PR touches a variety of content – awards, case studies, thought leadership articles – it is often the center of the organization’s internal and external messaging – or at least should be. Tapping into the PR team when drafting sponsored and other content ensures branding and language is consistent across all sources and platforms and provides an opportunity to extend content visibility through earned media.
Improved SEO
PR can improve the SEO of web content through high-profile media placements and associated backlinks to relevant content.