The Ketner crew is currently hiring two interns, which got me thinking about my career start. With a PR degree in hand and internships under my belt, I assumed I’d join an agency. I pictured spending my days writing press releases and pitching the media. Instead, I landed a role with an in-house marketing team for an engineering firm. But through this, I learned just how fluid the fields of marketing and public relations really are. Or at least should be.
That’s not to say there isn’t a clear delineation between the two. Public relations is traditionally about managing communications between a company and the media, stakeholders or the public. Marketing activities are usually tied to achieving revenue by generating leads through email campaigns, gated landing pages, paid media, and so on.
Ultimately, content is the link between the two. So if you’re asking yourself whether you should you involve your PR agency in content development, I think the answer is yes!
In my past experience, and especially now working in an agency setting, I’ve seen the power of combining PR and marketing forces. Here are a couple of benefits of sharing the content load with your PR agency, followed by an example of Keter Group content in action.
Seamless knowledge sharing through blogs and byline articles
Just as our retail tech clients advocate for unified processes through their holistic solutions, I believe marketing and PR need to shake off the siloed ways of thinking. Share your marketing plans and big-picture goals with PR, no doubt. Breaking down barriers between teams encourages visibility and knowledge sharing. Then go a step further to bring PR in to help with content development in support of that plan.
One example is the corporate blog, where internal experts can comment on interesting industry trends, product capabilities, and more. By having a PR agency collaborate on these posts, they get more direct exposure to a variety of stakeholders outside the marketing department and a more complete understanding of your business.
This gives them the opportunity to really nail the brand voice and messaging as they pitch. Plus, having a lively blog makes it easy to source byline content for media pitching.
While not promotional in nature, byline articles are one way to position company executives as thought leaders in the industry, sharing trends or research and an individual’s unique perspective. Ketner Group pitches and places these 600- to 850-word articles in a variety of trade publications. It’s certainly easier to do so when we’ve had a hand in writing the content in the first place, especially if it’s just repurposing a blog.
A deeper understanding of a given topic with long-form content
Moving beyond bylines, PR-agency-developed content can include e-books, white papers, buyer’s guides, viewpoint papers. This is all content you can leverage through inbound or outbound marketing activities to move prospects through the sales funnel.
Your PR agency should feel like an extension of your marketing team. When you task them with longer-form content projects such as these, you invite them into a much deeper understanding of your solution, service or thought leadership perspective, as if they were in-house all along.
When I’m writing 1,500 to 2,500 words on a topic, my comprehension of that subject has to be exact. Taking on these projects naturally increases the amount of time I spend getting into the weeds. Yes, these projects are more time-intensive. But the conversations, from kickoff calls through the review process, further enrich client relationships and overall mastery of a topic.
The momentum to get in front of your target audience
Take the work we’ve done with our client Symphony RetailAI as an example. Late last year we kicked off a plan to develop a number of viewpoint papers and corresponding buyer’s guides. The viewpoint paper would be a “top of funnel” piece, educating the reader on a topic. A buyer’s guide would then serve as a follow-up, providing a checklist for selecting the right vendor – positioning Symphony RetailAI as the only logical fit.
We developed a viewpoint paper on customer insights and data proficiency in tandem with a buyer’s guide, pointing to their AI-powered personal decision coach, CINDE, as the go-to solution.
Seeing content come to life is really exciting. I know Symphony RetailAI enjoys the momentum content has brought to its marketing execution. The Rule of 17 paper received double the target market downloads, compared to last year’s category management campaign. Symphony RetailAI further increased the reach of this whitepaper through sponsored syndication with Progressive Grocer.
Before commissioning your PR agency to take on long-form content projects, map out a larger content strategy. My colleague Aidan wrote a blog that walks you through defining unique content needs. It’s a helpful way to assess where your PR agency can jump in to help.