Like love and marriage, public relations and content marketing go together. They’re best when they’re intimately linked.
Effective use of public relations techniques greatly increases an organization’s content marketing reach and increases its ROI. In promoting the ebooks, blog posts, infographics and other content through media relations, blogger outreach, public speaking engagements and other strategies, PR can vastly improve content marketing results.
Jeff Pyatt, head of PR Initiatives at content marketing agency Outbrain, provides examples of how PR and content marketing can work together.
L’Oreal
L’Oreal, a manufacturer of cosmetic products, runs Makeup.com, a website featuring videos, news, and other shareable content related to, well, makeup — its core business. It’s not immediately clear that L’Oreal owns the site; L’Oreal’s name is only mentioned in a footnote. Still, the non-branded, educational content allows the firm to demonstrate its products without paid adverting. The site content is shared frequently, gaining additional visitors.
How PR Increases the Value of Content Marketing — and How to Do It Effectively
