That is the title of a recent Aberdeen Group report, Publish or Perish: Content Marketing is the New PR, which you can download for free (registration required) here.
Content Marketing Leaders and Followers
According to Aberdeen’s report, the companies it considers leaders in PR and Brand Management achieve greater performance metrics than followers, such as:
- 23% of their marketing-generated leads are sourced through inbound or content marketing (vs 10% for followers)
- 12% growth in year-over-year company revenue (vs 3.5% for followers)
- 20% year-over-year increase in media mentions (v 2.7% for followers)
- 15% year-over-year increase in social media mentions (vs 2% for followers)
The Changing Role of PR
One of the key insights from the research has to do with how PR has changed in the past few years. While the key mission for Public Relations in most B2B companies is still related to brand recognition and market credibility, the increasing role of content marketing in assisting PR with such efforts is now being seen as critical at most leading companies. The research points to 63% of respondents indicating that content marketing is being used as part of an overall PR strategy at their companies.
Companies considered “leaders” are the first ones to understand the importance of integrating content marketing into a broader PR effort, as their report points to 94% of leading companies stating that their PR function is now a component of their integrated marketing communications efforts and showing also that leaders are 50% more likely than followers to indicate that PR has evolved into a content marketing role.
Aberdeen recommends the following actions as you develop or reconsider the role of PR and your PR strategy:
- Align PR and Marketing: this involves a shared editorial calendar and unified web strategy
- Content Rules: you have to change how external PR firms and agencies are hired and evaluated, and also pay special consideration for SEO
- Search Engine Optimization: having PR work closely with the SEO team to navigate the new waters of content marketing, like correlating inbound website traffic with PR activity
- Measure what Matters: new measures for PR (inbound site traffic, web analytics, etc.) should be carefully considered in combination with more traditional ones (media mentions, advertising equivalents, etc.)
If you have been adopting content marketing strategies at your own company, the research results are probably not surprising but rather reinforce the notion that content marketing is here to stay. If your company has a traditional PR department or agency, now is a good time to start re-thinking your public relations strategy and how you approach it with content marketing.
To access the report click the image below.