Content marketing campaigns deliver focused and compelling content that attracts the buying public and is easily found via search engines. Content can include news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. Done right, a reader that finds such content is more likely to engage.
One of the tricky elements of content marketing is its multimedia nature, which can overlap many different marketing teams including public relations (PR), web design, graphics, product marketing, marketing communications, social media, etc.
Each of these groups should have a role in a content marketing program. The question is – which team should drive content marketing initiatives?
Here are three reasons that PR should be the go-to team:
PR is in the Content Business: Press releases, whitepapers, contributed articles, blog posts and tweets – PR people write them all everyday. This gives us the in-depth knowledge of a company’s products and strategy that is great for content marketing.
PR Broadens Audience Reach: Extending a content marketing campaign outside of a company website through contributed articles, news stories and other PR activities can bring readers back to a website, microsite or blog.
PR Knows the Web: The simplicity of content management systems like WordPress make it easy for the PR team to be involved in websites and blogs. While not replacing a web designer, the PR team knows its way around writing for the web, social media, etc.
If it’s time for your company to kick off a content marketing effort, think first about engaging your PR team to make it happen.