How Content Marketing Is Evolving the PR Agency

Below is a guest post from Holly Regan (@SoftwareAdvice), managing editor at Software Advice, a company that helps connect buyers with the right software..

Due to the growing prominence of online publications and the expansive reach of social media networks, the way PR agencies traditionally generate coverage is evolving. PR agencies can’t just rely on planning events, pitching big media outlets, and convincing reporters to develop a write-up on their press release.

Due to Twitter, Facebook, LinkedIn and popular blog sites, PR agencies are now needed to manage search engine optimization (SEO) campaigns, email outreach and social media communities, among other responsibilities.

As Matt Braun, director of public relations at Hanson Dodge Creative, puts it: “Organizations now use Twitter to break news versus a press release…and it’s forced people like me to use tools like Facebook, Twitter and blogs as vehicles by which we can get others to publicize products and clients.”

As more businesses start moving to content marketing strategies, the demand for PR agencies that know how to effectively strategize, write, promote and measure the success of content is going to continue to rise.

The Age of the Content Marketer

I did a quick search on the New York City Craiglist’s page to get a better picture of the PR and content marketing job market. Here is what I found:

Content Marketing Jobs

It is undeniable that the demand for content marketing is rising. This offers a large opportunity for savvy PR professionals to “assume unparalleled levels of leadership and influence.” But how can PR professionals capitalize on content marketing to raise their value at their agency?

5 Tips for PR Pros Looking at Content Marketing

If you are currently working at a PR agency, here are five ways to use content marketing to boost your value at your agency.

  1. Speak directly to your client’s target audience. Engage your client’s audience directly through online platforms like social networks and blogs, and don’t rely only on big media outlets and journalists.
  2. Add to the toolbox. Develop more skills than how to draft a press release and craft big media pitches. You need to learn skills like: digital and social media marketing, SEO and possibly even graphic design.
  3. Write your own story. If you pitch for a living, you are likely also a good storyteller. Use that skill to generate owned content strategies for your clients like: blogs and online social media profiles.
  4. Now is better than later. In communications, “real-time” reporting is how it is done now because of platforms like Facebook and Twitter. Because of this, you will need to be ready at a moment’s notice with “post-ready” material to respond to inquires and requests as you’re pitching your client’s product or service.
  5. Don’t be afraid to use non-traditional PR techniques. The days of generating coverage from events and press releases may be waning. Which means you must learn how to engage your target audiences through online platforms.

The reach of digital and social media has transformed how PR agencies can target and engage their audiences, and PR is moving to a content marketing model.

How are you making sure you have the necessary skills to stay competitive and valuable at your agency? Share your thoughts in the comments.

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