Communicating information to your audience is a very important element of gaining their attention for your brand. Marketers are always looking to new mediums to send their messaging out to the audience. Advertising was very popular in the days before the internet, but today’s digital age has lead to two main strategies dominating marketing departments across multiple industries: content marketing and public relations (PR).
The Content Marketing Institute defines content marketing as:
“a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience. Ultimate goal is to drive profitable customer action.”
The Public Relations Society of America defines public relations as:
“a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”
As you can see, both of these definitions are quite similar. This infographic from CJG Digital Marketing examines the differences between the two practices.
At Veriday, we believe content marketing is an effective strategy for regularly communicating relevant information to your audience. If done correctly, you will increase customer engagement and therefore increase the size of your client base. While public relations has its merits, we believe that content marketing is the more effective of the two marketing strategies. We believe it is more effective because PR is usually used during special events or crises, while content marketing is a regular occurrence.