With all the hype around content marketing in our ever-more digital worlds, it can be easy to make the assumption that content marketing is just PR of the future – hey, we’re all out there just trying to spread the word, right?
But, that’s where we’re going to stop you.
Content marketing and PR have two very different (albeit similar) objectives, and if we start treating them as one in the same, we risk diluting the effectiveness of both strategies.
Traditional PR, according to the Public Relations Society of America, is really focused on the perception and relationships formed between an organization and its public. Getting it right can be a herculean task. Getting it wrong can potentially damage a brand forever.
Content marketing is also focused on brand perception, but it goes about building brand recognition and trust in a much more specific way. According to the Content Marketing Institute, content marketing’s objective is to effectively reach an audience by providing “valuable, relevant, and consistent content… and, ultimately, to drive profitable customer action.”
Whereas PR is concerned with “reach,” content marketing is driven by “action and conversions.”
Here at The Found Gen, when we partner with clients, our goal is not only to get more eyes on your message, product and services, but also to encourage readers and potential clients to go one step further and take action. Our content marketing objectives look a little something like this:
- Consistently engage your audience with timely and useful content that answers their questions or helps them solve a problem.
- Build your brand narrative by sharing stories and helping readers hear your authentic voice.
- Establish trust between your audience and you by providing authoritative content.
- Generate leads by writing click-worthy content and sharing them via a variety of channels and platforms (both digital and print).
Spreading the word about your awesome products or services is definitely a team effort and requires a multi-pronged approach, but when your goals are focused on conversions, a strategic content marketing plan will go a long ways towards helping you achieve them in a way PR just can’t do. Give us a call when you’re ready take your brand to the next level.