Odden states that “declining readership of traditional media, exploding use of social and mobile technologies, shortened news cycles and an explosion in brand publishing make today’s media environment very different for the Public Relations and Communications industry.”
Ready for the good news? Most brands have been proactive about this change in public relations and are investing in content marketing. Here are some of the ways PR professionals have evolved and are “creating content to achieve marketing objectives”:
- Optimize for Customers AND Journalists: “By providing news content that traditional sources are not, brands are creating new connections with their communities and customers.”
- Storytelling: “Stories can connect with customers on an emotional level and the architected narrative of content marketing can provide a vehicle for both facts and stories that matter to your customers.”
- Editorial Based Marketing: “Content designed to engage also inspires action – whether it’s a social share, a purchase, a referral or an inquiry to do a story.”
- Influencer Marketing: “Now more than ever, creating content that influences growth in market awareness and new business requires an integrated approach.”
The marketing landscape is always changing and so are the ways your customers interact. By integrating public relations with content marketing, you achieve the best messaging, planning and promotion of your product or service while still measuring results for performance accountability.
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