How content marketing offers a foundation for your PR strategy
Your blog and other thought leadership efforts are the building blocks for getting your leaders noticed by important trade press, as well as national outlets.
PR and content marketing have one main thing in common: They help your company get in front of your target audience to tell stories that drive credibility and awareness.
Naturally, the two business functions can—and should—have a symbiotic relationship. Good content can fuel PR opportunities on its own, and you’ve probably already got a lot of good content.
But if you want to get as much mileage out of your content as possible, you’ll also need to work your content assets into your media outreach. Here are four ways to make your content power PR wins:
1. Use blogs as proof of thought leadership.
The definition of “thought leadership” has gotten muddled by overuse. Thought leadership is just expertise: insightful analysis, predictions and commentary informed by years of experience. Strong thought leadership is vital to a successful PR program. That’s because reporters are always on the hunt for expert sources.
The easiest path? Maintain a blog.
A thought leader needs to be an actual person at your company. Their name should be on your blogs, and they should be able to speak off the cuff about the latest industry happenings. It doesn’t necessarily have to be your CEO, but it should be someone who’s comfortable talking to the media.
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