3 reasons content marketing and PR need each other

Public relations pros and marketers can get more mileage out of their organizations’ content when they work together. 

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Just 30 percent of business-to-business marketers say they are effective at content marketing, according to the Content Marketing Institute’s annual study.

Clearly there’s still a good deal of growth and opportunity for content marketing. You can read more of the CMI’s 2016 takeaways here, but one thing struck me: 72 percent of business-to-business marketers say they are heavily focused on creating engaging content, citing it as a top priority for 2016.

RELATED: Eradicate PR, marketing and social silos with content marketing that boosts ROI.

PR also relies heavily on engaging stories, so there’s a natural symbiosis that is underused across organizations. In short, content marketing and public relations should not be mutually exclusive. Here are three reasons why they need to co-exist:

1. Credibility

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