The difference between PR and content marketing
Before the advent of content marketing, if a brand wanted customers to read about them in an editorial format (such as an interview, article, roundup or review), the brand had to engage with the world of public relations (PR).
In this model, the brand typically works with a PR agency to create a press release that is sent to digital and print publications. If the press release catches the eye of an editor or journalist, they might decide to feature part or all of the content in the editorial pages of their publication.
In recent years, the lines have blurred somewhat as content marketing has disrupted the model. Content marketing is not press coverage, it’s not commercial advertising, it’s not even product marketing. Many PR agencies also offer content marketing services which can cause further confusion.
There isn’t a guaranteed pathway to increasing sales – the reality is that most brands spread their activities across several areas. You can dip your toe into content marketing in parallel with PR activity with no adverse consequences.
The big advantage of content marketing
With content marketing you cut out the middle man – you become the publisher and you get to talk directly to your audience without fear of being edited. This interaction can happen across one or more platforms: using websites and social media, printed products such as journals and live events are all good ways to start using content marketing to increase brand reach.
There is huge potential for you to communicate directly to your audience using the content you create – exciting times!
Understand who you want to reach
A word of warning though: it’s so important to understand and consider your audience. When a brand works with a PR agency, the agency has knowledge of the readership of the publications they target on your behalf, while the editors have an even better understanding of their readers.
Because content marketing puts you in the publisher’s chair, it’s vital you understand the following about your audience:
what they care about,
any gaps in their knowledge,
and how best to engage with them.
With so many possibilities for engaging with specifiers, creating content marketing may seem daunting. Take a look at our previous journal posts for tips, or get in touch for our help and support.