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According to Fidelzeid, a content driven approach is a key to winning consumers. Thus, brands can succeed by thinking about things from a content standpoint rather than from a hard sell. The role of PR in marketing is vital as evident in the content marketing boom. Today, content marketing is a natural extension of PR since it’s about elevating brand awareness and perception through value-driven content following the positive engagement. In a different ways, content marketing is having a transformational impact on PR.
There are various principles that can be utilized to make content marketing more effective. First, businesses should Work their PR functions into their marketing mix. The main reason is that PR and content marketing work toward the same goals such as educated audiences, increased brand awareness, better industry positioning, increased thought leadership, customer loyalty among others. While modern marketing is experiencing different changes in best practices, one thing has remained constant: There always exist an opportunity for a better brand story. Accordingly, PR has a powerful role to play in content marketing today.
From the article, it is clear that Content marketing does not only concern production but also distribution. Content Marketing allocates a majority of focus and resources to build channels that can deliver long-term growth, increase market position and improve search-engine rank. However, the content needs to be distributed for the audience to access it. Thus, Key elements of marketing should be to attract a greater audience as well as increase brand awareness. Content marketing should beef up owned-media channels while PR strengthen earned media and likely acquire new audience for a brand on the other hand.
Also, media channels used by the content marketing determine the effectiveness. For example, a major event published by a CEO in a major news outlet is more likely to be effective compared to one published by a CEO in the organizations blog. The majority of the audience will tend to believe it as corporate blogs carry a name for self-serving promotion compared to traditional news outlets. At this point, the PR should be involved to ensure that the right media is used. Each media has a different tone, personality and set of criteria to submit work. The better the content is tailored, the higher the chances of being published. Thus, for content marketing to be effective there is a need for PR strategically develops relationships with media and journalists.
Engagement matters in content marketing as increasing recognition of newer tactics exhibit the vitality of engaging content. Social media releases are ideal for content marketing due to a combination of elements that promote engagement compared to traditional media releases. Thus, no one media can be regarded as the best in content marketing as both social media and traditional media channels have their strengths and weaknesses. For this reason, content marketing tools and tactics should be chosen correctly is a story has to reach more audiences. Journalists and editors can recognize content Just as consumers recognize a sales-pitch when they see one. Thus, switching gears to pitching more compelling stories with real value and insight and value for audiences rather than a self-serving press release can amplify the success rate of a placement, as well as build important and long-term relationships with the media that can be leveraged for future events.
Fidelzeid G. (2015, 1st August) Brand content consumers notice and remember: The Content Marketing Roundtable PRWeek.
Sherry Roberts is the author of this paper. A senior editor at Melda Research in professional writing services if you need a similar paper you can place your order for a custom research paper from writing services online.
Author is associated with MeldaResearch.Com which is a global Custom Essay Writing and Term Paper Writing Company. If you would like help in Research Papers and Term Paper Help you can visit Custom Writing Service
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