Although most people tend to think that content marketing and public relations are very different fields that utilize different strategies and pursue different goals, that’s not quite the case. Despite the fact that each of these two teams have different sets of responsibilities, when they are combined, they can help a company achieve incredible results. That’s because both content marketing and public relations efforts operate with the main goal of creating and distributing information to audiences, even though they do it in different ways.
Content and media coverage
The right type of content can help companies generate positive media coverage for themselves or their solutions. For example, if a company is investing in promotional efforts surrounding a new product launch, it can share the news about the product launch on its blog in addition to its press outreach, creating multiple sources of information about the product launch on various platforms — helping increase visibility, brand awareness, backlinks and more — ultimately reaching more potential consumers. Moreover, when the two departments work hand in hand, the company ensures that the messaging remains consistent and ultimately streamlines the effort needed to create each additional piece of content.
Public relations for content
A lot of companies tend to overlook the fact that they can use their public relations efforts to validate the content that the company has been creating. That’s because if companies have been investing in media relations, they should have developed strong relationships with relevant reporters and journalists across a variety of media outlets and can build on their owned content with media coverage. When it comes to receiving different bits of information, a lot more people tend to trust some of their favorite media outlets a lot more compared to how much trust they have in content coming directly from companies. That’s why, when companies are looking to generate more brand awareness, they shouldn’t be solely sharing their content through their website, but through media outlets, and even through influencer marketing campaigns as well. That way, the company will ensure that its target audience will feel like the information that the company is sharing is something that other people agree on as well, which means it’s worth knowing because the information has third party validation.