Beyond PR

Sep 05, 2012

Content Marketing Trends & the PR Connection

The most popular social channels for content marketing. Source: Joe Pulizzi of the Content Marketing Institute.

Content Marketing World is underway, and PR Newswire has a large contingent on the ground.  Why?  Content marketing is a logical fit for our core customers.  Take a look at the most effective content marketing tactics, unveiled today by Joe Pulizzi (@juntajoe) of the Content Marketing Institute:

1)      In-person events

2)      Case studies

3)      Videos

4)      Webinars/webcasts

5)      Email newsletters

6)      Blogs

7)      Articles on own web sites

8)      Research reports

9)      eBooks

10)   White papers

11)   Social media (not including blogs)

This list should look pretty familiar to most PR people.  We’ve all promoted our organization’s content at one time or another.   But have we thought about this content holistically, not as a piecemeal campaign, but as part of the universe of content deployed by your brand to attract and engage new audiences?


You’re not alone.  Fact is, there is still a lot of powerful opportunity for marketers to learn from PR pros about audience targeting and engagement, and there’s plenty for PR pros to borrow from the marketing teams in terms of spicing up content.

Without a doubt , content marketing is gaining power and attention.  According to Joe, 54% of marketers are increasing their content marketing spend – to 31% of marketing budget this year, up from 26% in 2011.

So why is PR Newswire interested in content marketing?  Because distribution is a key component of content marketing.  Building distribution – reach to media, syndication to web sites and seeding of social media – into a content marketing plan will fuel your program, attract new, qualified audiences and improve your overall results.

Author Sarah Skerik is PR Newswire’s vice president of social media.

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