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Content Marketing vs PR: Unraveling the Threads of Influence

Keep reading to learn more about Public Relations (PR) and Content Marketing, how are they different, and how PR supports Content Marketing.

Edona Shala

Content Writer

Content Marketing vs PR: Unraveling the Threads of Influence

As the media changes, brands are finding new ways to become popular. In the past, they used traditional PR, like newspapers and TV, to shape public opinion. But with the rise of the internet, PR moved online to reach people through news websites, blogs, and online platforms.

 

Then, content marketing came into play. You’ve probably encountered it without even realizing it, like when you visit a webpage, read a blog post, see an infographic, or come across a social media post.

 

Content marketing is similar to PR because it aims to make a business more recognized. However, they differ in how they achieve this goal. They use different strategies and measurements of success. Most people can’t tell the exact difference between the two. So keep reading to learn more about Public Relations (PR) and Content Marketing, how are they different, and how PR supports Content Marketing. 

The Relationship Between PR and Content Marketing

Public Relations (PR) and content marketing play different yet interconnected roles in brand promotion. While PR focuses on direct brand promotion through traditional media outlets, content marketing aims to educate audiences and position a brand as an industry authority.

Similarities between Content Marketing and PR

Both content marketing and PR share a common goal: to enhance brand awareness and secure brand mentions. But, despite their different approaches, they can work together to achieve these goals.

How Does PR Support Content Marketing?

At its core, content marketing involves getting attention through storytelling across various platforms, such as blogs, eBooks, and social media. 

 

PR, on the other hand, is about building and nurturing relationships with journalists and writers who share the brand’s story. This collaboration between PR and content marketing fosters brand awareness and cultivates positive sentiment.

 

The underlying similarity is storytelling. Both traditional and digital PR can help content marketing by ensuring a brand’s stories and content reach journalists and writers. When media outlets receive a brand’s content, the chances of gaining attention, going viral, and boosting brand awareness significantly increase.

The Impact of Content Marketing on PR

Although content marketing has always been an integral part of PR, it has brought about significant changes in the field. However, content marketing has revolutionized the way PR professionals work.

 

Today, the demand for content and data has skyrocketed, with many individuals becoming content creators. Brands must exert greater effort to stand out in the crowd. This causes creative, timely, and relevant content marketing strategies to grab attention and differentiate themselves. 

 

Content marketing has paved the way for innovative PR distribution strategies. These include earning backlinks, collaborating with influencers, and using data visualizations. By leveraging content marketing tactics, PR professionals can enhance the reach and impact of their campaigns.

Content Marketing vs PR: The Misconception

In the realm of marketing, there has been an ongoing misconception that content marketing and PR are separate entities with divergent methods, tools, and goals. Many businesses mistakenly believe they must choose between the two.

 

However‌, content marketing and PR have a significant overlap. While content marketing discourages overly promotional tactics, it still emphasizes the need to showcase selling points and expertise.  

 

The advantages of PR can be seamlessly integrated into content marketing strategies, encompassing valuable backlinks, real-time feedback from journalists, and qualified referral traffic. 

 

Likewise, the educational aspect of content marketing holds immense value in the realm of public relations. The key to success lies in leveraging both strategies to engage potential customers at various stages of their buyer’s journey. 

Using Content Marketing and PR Together

Bringing together content marketing and PR may seem challenging, considering they are often discussed as separate entities. However, by following a few steps, businesses can effectively combine these strategies and achieve their goals.

1

Harnessing Internal Experts

To kick start collaboration between content marketing and PR, it is essential to identify the internal subject experts within your organization. These individuals possess unique insights and perspectives, positioning them as thought leaders within your industry.

 

Their authority and knowledge can create compelling content, both in guest posts and press mentions. By crafting pieces that offer rich, forward-thinking insights, you will attract the attention of industry-leading publications, encouraging them to seek quotes and interviews from your experts.

2

Identifying Pain Points and Solutions

Start by identifying the pain points and problems your sales team encounters during the sales process. These topics are of genuine interest to your audience, and shaping your combined strategy around them ensures relevance and value.

 

For content marketing, employ various mediums such as blogs, whitepapers, email campaigns, infographics, and videos to address these pain points. Offer helpful and valuable content that resonates with your target audience.

 

Simultaneously, leverage PR by pitching your experts to journalists covering relevant topics in their reporting. Tailor your pitches to align with the interests of journalists, considering the specific industry corner they cover. 

 

By positioning your experts as authorities in their field, you increase the likelihood of securing coverage and interviews. Reach out to industry journalists, apprising them of your research findings and offering exclusive interviews to discuss the report’s implications.

3

Developing a Comprehensive Strategy

Crafting a detailed, documented strategy that encompasses the benefits of content marketing and complements your PR tactics is crucial. By balancing different strategies, you can harness the best of both worlds for your brand.

 

Utilize paid media opportunities to ensure your company appears when leads search for solutions. Implement an on-site content strategy that positions your website as a go-to resource within your industry. This approach maximizes your content marketing ROI. Document each tactic you plan to use, enabling you to track your efforts and monitor success metrics over time.

 

Seek PR opportunities that lend credibility to your efforts such as pursuing industry awards. While this may be an unfamiliar territory for some businesses, gaining third-party validation can greatly enhance your promotional efforts alongside topic-based content.

 

Another avenue to explore is pitching your experts and their expertise to media outlets and publication editors covering topics of interest to your audience. By establishing relationships based on shared human interests, you can further solidify your brand’s presence in the media.

 

Remember, content marketing and PR do not have to exist in separate silos. In fact, integrating promotional and educational tactics can unlock the maximum potential of both approaches, driving greater success for your brand.

Final Thoughts

These two strategies possess synergistic qualities that when combined effectively, can yield remarkable results. By harnessing internal experts, identifying pain points, and implementing a comprehensive strategy, businesses can create a powerful connection between content marketing and PR. Embrace the possibilities that arise from leveraging both approaches, and you will notice your brand’s visibility, authority, and success soar to new heights.

 
 

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