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.
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: