Four strategies to thrive in the merger of public relations and content marketing

Abstract

The roles of content marketing and public relations (PR) professionals have always overlapped in some ways. The aisle between these roles is, however, narrowing more every day. The shift away from mass media and towards independent media consumption, coupled with an influx of artificial intelligence (AI) technologies and shrinking company budgets, requires teams to efficiently streamline their work and prove return on investment (ROI) to survive. In this paper, readers will explore proven strategies to reach across the aisle and partner with content marketing/PR colleagues; build strong relationships with audiences that include media professionals; deliver strategic story packages to improve search engine optimisation (SEO), media relations and internal processes and determine how to measure shared metrics and affect statistics to carry thrive through these changes to the mutual benefit of their organisation. This is not the end of content creation as we know it — it is the beginning of a new era in storytelling strategy. Field anecdotes and case studies from media professionals, content marketing experts and PR specialists round out the research and statistics shared in this paper.