Content marketing and PR go hand in hand

Today, we’re publishing Part Two of our Guide to Content Marketing, prepared by digital marketing expert Mel Cains.

‘Content marketing is not a quick-win strategy. It requires perseverance, planning, analysis and creativity. You’re in it for the long term, so don’t get disheartened if you don’t see instant results,’ she tells us.

To that extent, it’s an updated version of traditional reliance on media relations in public relations. Media coverage was uncertain; there could be quick wins in terms of coverage, but uncertain results in terms of outcomes (eg sales or enhanced reputation)

What’s different is the data available to gain insight and measure the results of content marketing, and the tools available to create, manage, distribute and measure content.

As Mel Cains notes, in the PESO world, ‘content marketing and PR go hand in hand.’

In Part One, we covered Content Marketing Strategy, talking you through goal setting, understanding your audience, the customer journey and auditing your content and how to measure success.

DOWNLOAD GUIDE: PART 1 STRATEGY

Part Two, Implementation (published today), covers creation of insight-based content; distribution of content and the use of a content calendar. We share some tools we use to create and distribute content for PR Place Insights.

DOWNLOAD GUIDE: PART 2 IMPLEMENTATION

We also discuss brand guidelines – your brand book – covering logos, colours, straplines, style of imagery, tone of voice: things everyone needs to know to create consistent content.

You can listen to author Mel Cains introducing these Content Marketing Guides in this video: