that are working on boosting the effectiveness of their
marketing campaigns may be confused about the difference between
content and PR marketing. Both of these concepts allow for
effective marketing efforts when used correctly, but it is
important to understand the key differences between each of
these techniques to ensure that they are properly applied.
Content marketing focuses on the creation and promotion of
content. Why is content such an important part of marketing?
Companies that want to succeed in the long term need to maintain
online visibility. Creating content may seem like an easy task,
but there are many considerations to make during this process.
For example, it is not acceptable to simply reiterate
information that has been used before. Impeccable grammar is
essential to ensure that website visitors feel that the company
is an authority on the topic at hand, and it is essential for
relevant, interesting content to be created on a regular basis.
Content marketing is based on improving visibility and naturally
improving search engine results. Depending on the topic of the
content, visitors may be encouraged to click through to look at
products or learn more about services. This means that content
marketing often has the added goal of converting visitors into
In most instances content marketers will publish educational
content onto a blog, or a division of their website that will
display articles. Content marketers don’t publish onto the news
sections of their website. Content marketers will publish onto
guest websites in their blogging or article areas.
In regards to social, most companies will promote their
educational and PR articles onto their social platforms. When
you see educational and PR related articles on one business
social channel it’s easy to assume that both areas of marketing
are the same. In some areas they do the same thing, but in other
areas they’re clearly distinct and separate.
Good and Bad Examples
In marketing it’s best to learn from the good examples and the
Apple uses their Linkedin to post job openings, whereas
Nu Skin will post PR and educational content along with job
openings. Not many companies will post news content onto their
social channels but social media marketing is a part of your
company’s public relations.
About PR Marketing
PR marketing refers to the use of marketing techniques to
improve the image of the company in the eyes of the public. PR
marketing can also be aimed at helping a company to expand brand
recognition. This is often achieved by improving press coverage,
and companies may hold contests, help the community or hold
press conferences in order to achieve this goal.
PR efforts are not just aimed at improving brand recognition.
These efforts can also help companies determine whether they are
reaching their target market. Changing the message to cater to
unique target markets is an important component of a successful
PR marketing campaign.
PR marketing is often used as a means to manage the brand by
ensuring that the general public has a favorable view of the
company as a whole.
Differences Between Content and PR Marketing
It is important to understand the differences between content
and PR marketing to ensure that marketers are able to use unique
and separate tactics. Content marketers are concerned about the
information that is provided to their followers and website
visitors. They are focused on educating consumers in order to
help them make an informed decision about purchasing a product
or service, and effort is put into creating content that subtly
highlights the fact that the company in question is filling a
PR marketing is focused on the reputation of the company.
Marketers may be proactive about improving reputation by holding
contests, donating to charities in the name of the company or
holding question and answer sessions for the general public. PR
can also be reactive. This means that PR marketing may be
focused on rehabilitating the reputation of a brand after a
negative incident has harmed it.
When Content and PR Marketing Overlap
While content and PR marketing are two different techniques,
there are times when they overlap. For example, social media is
often used as a method to improve the image of the company by
interacting directly with customers. This is especially
important for PR purposes when customers are increasingly
demanding individualized attention. As an online platform,
social media also relies heavily on content marketing. Marketers
are tasked with strategically marrying the two concepts in order
to engage consumers while providing them with the information
that they need to become customers.
Jonathan Hulet is a content marketer out of
Atlanta, Georgia. He has
studied and worked in the content marketing profession since
He has experience working with some of the largest brands
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