How content marketing could kill PR

There’s an avalanche of brand-produced content out there, and a lot of it is crap. It’s the PR pro’s obligation to head it off to maintain (if not strengthen) good relationships with journalists.

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There is a dark side, a converse aspect to this topic: Content marketing could also kill the effectiveness of your PR efforts.

How? Public relations professionals are more frequently being asked to pitch “non-traditional” content. Gone are the days when we could simply send out a press release or three, make a few phone calls to connect an executive to a reporter, and watch the hits roll in.

Today, PR pros are being asked to pitch infographics, to get blog posts and bylines placed, to make videos “go viral,” to promote online events from chats to live video hangouts-in short, to market brands’ content marketing.

The nature of content marketing is that content must keep getting better simply to stay relevant to the same audience. What’s equally true: Because of the nature of content marketing and its perceived ease (and perceived low cost), companies will keep producing content that is increasingly mediocre, and in vastly greater quantities.

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