We’ve blogged about it, developed a service around it, and created strategies and delivered campaigns on it, and now it seems that the rest of the marketing world is waking up to its potential. We’re talking about content. And the professionals best positioned to deliver compelling and connected content? PRs of course…
In it’s latest annual survey, B2B Technology Marketing Community Group found that 2013 will be the year that content goes mainstream, with 82% of marketers intending to increase content production.
For a while now PRs have been developing Facebook and Twitter posts and managing feeds that help brands build and develop messages. But for even longer we’ve ghost written articles on behalf of clients, created feature ideas and provided content to magazines as their number of staff writers dwindled. We understand the thin line between delivering the client’s message and the importance of independent editorial. It makes sense then that we’re in a strong position – probably stronger than any of the other marketing disciplines to develop content that supports that same brand message and most of all, tells a real story.
In a recent article on advertising trade website Digiday Steve Rubel, chief content officer at Edelman, says, “The closer it gets to news content, the more the PR industry has an opportunity to be the leader in this [content] space. PR is good at navigating the diverse interests of stakeholders and the public. Sponsored content is a way to do that in a paid way, and it lends a lot of the same skills the industry already has.”
But before we all start sharpening our pencils it’s worth remembering that content for content’s sake isn’t worth the paper it’s written on. And it’s certainly not enough to drive brand awareness, change perceptions or manage expectations on its own. It needs to be part of a bigger picture – one that connects the various communication channels in a strategic rather than scattergun way.