The evolution of PR through content marketing
It takes more than simply whipping together some blog posts to make content marketing truly work for a brand. It’s become a very complex process over the years.
Brands are answering the call to create more value for customers and their community by publishing their own news and editorial content. As companies adopt a publisher model of content and media creation, many are surpassing the reach and influence of traditional publications in their industry.
Some great examples of popular content hubs include Intel IQ, Target’s Bulls Eye View, Adobe’s CMO.com and Dell’s Power More (Dell is a client of mine).
I think everyone watching these trends can agree that the PR industry has been in a state of flux over the past few years. More than 17,000 newsroom jobs have been lost since 2007. If you’re a journalist, that’s a scary statistic. If you’re in media relations, it can be concerning too, because with fewer journalists, the competition for stories is even higher.
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