How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

The convergence between public relations (PR) and content marketing is a transformative shift where the goals and roles of both fields are increasingly overlapping. This convergence is leading to similar job descriptions and a need for streamlining operations to enhance efficiency and storytelling. It represents an opportunity for professionals in both areas to collaborate on content creation, distribution strategies, and to focus on their core purpose of building strong relationships and telling impactful stories.

Storytelling in content marketing and PR can be used by:

• Creating content focused on what the audience needs and wants.
• Sharing content on blogs or social media to build relationships with journalists and other audiences.
• Embedding PR strategies in content marketing pieces to inform the audience and attract media attention.
• Highlighting relatable stories that resonate with journalists and their audiences, such as personal anecdotes that illustrate the impact of a service or product.

Strategic storytelling supports successful media relationships and helps in attracting earned media.

Uniting PR and content marketing teams offers several benefits, including:

• Maximizing efficiency by sharing resources and expertise.
• Eliminating duplicate work and saving time, which can be used to tell more stories.
• Gaining impactful media placements through a collaborative approach to storytelling.
• Improving relationships with the media, target audiences, and internal teams.

This collaboration allows both teams to work together on multichannel stories, decide on the best channels for reaching key audiences, and measure the effectiveness of their combined efforts.

To measure the success of combined PR and content marketing efforts, teams can:

• Launch a shared dashboard to monitor and report the 'story of your stories' to internal and executive teams.
• Track page views and analyze which audiences contribute to these views.
• Monitor earned media mentions through media tracker services or alerts.
• Analyze organic search queries that lead visitors to your content.
• Observe on-page actions to understand visitor behavior and engagement.

Additionally, tracking team satisfaction and leaning into the natural skills and passions of team members can help distribute work effectively and maximize overall output.