How to Use Content Marketing to Fuel Public Relations

At the R&A office, team members believe content marketing is at the core of everything we do. From drafting video scripts for national television commercials to crafting social media campaigns, content marketing is one of the key elements of any successful marketing campaign (we also believe killer creative is essential, but that’s a separate blog). This mentality is crucial when it comes to public relations initiatives.R&AContentMarketingFINAL

Public relations is the practice of managing the spread of information between an individual or organization and the public. So, that very definition shows you the communication of information is content marketing at its finest. From driving brand awareness to strengthening a company’s credibility, content marketing plays a valuable role in any public relations strategy. But how can you leverage it to produce results? That is an easy answer but requires work.


Q: How Can I Leverage Content Marketing to Fuel Public Relations?

A: Make Sure the Content Supports the Brand’s Goals

In today’s business environment, it’s vital to influence public relations efforts in a meaningful way that’ll impact your consumers. That means the content must be authentic, compelling and useful, driving customers to feel your brand’s products or services are unrivaled. How you ask? The best approach is a multi-pronged strategy utilizing timely trends, positioning the brand as an industry expert and providing useful resources to the end user. You can do this through a variety of tactics:

  1. Press Releases
  2. Top 10 Lists
  3. White Papers
  4. Infographics
  5. Social Media Content (images, videos, hashtags, contests & more)


These tactics need to be a part of a larger, comprehensive strategy. If done right, the bigger picture approach will produce favorable, long-lasting results! That starts with idea generation and content creation through the implementation process. When beginning on the project, be sure to involve your public relations professional (or agency) during content creation; this will ensure materials align with an overarching message, capable of delivering the desired results.

Creative content can drive your target audience into action! With the mentality that content is fueling your public relations strategy, you can now craft, disseminate and leverage for optimal brand exposure. If you still have questions, contact our content marketing experts for help!


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