RssA1: Heidi Cohen's Practical Marketing Advice

vineri, 27 ianuarie 2012

Heidi Cohen's Practical Marketing Advice — New Blog Post

Content Marketing Versus PR – Who Wins? [Chart]

Posted: 27 Jan 2012 01:00 AM PST

12 Salient Content Marketing & PR Attributes

Content marketing gets a bad rap because many marketers and small business owners don't understand what content marketing is and since it includes the word marketing they think it must be expensive. By contrast they believe any form of PR will translate to sales without work on their part since it's some "free" stuff. The reality is that neither of these views is correct.

Both content marketing and PR have their distinctive roles to play in marketing. To shed light on the similarities and differences between content marketing and PR, here's a comparison across twelve salient attributes.

PR is cost effective and useful for building branding awareness and crisis management. Additionally, it's often under-utilized by marketers. That said, content marketing supports all business initiatives across the organization. By its nature, content marketing incorporates the breadth of branding elements that make it identifiable across owned (aka internal), third party and social media platforms. Further, it provide useful information at every step of the purchase process that drives sales.

What's your perspective on the content marketing versus PR and why? Please share your opinions in the comment section below.

Happy marketing,
Heidi Cohen

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Photo credit: http://www.flickr.com/photos/emichen22/6108079160/

Content Marketing Versus PR – Who Wins? [Chart] – © 2011, Heidi Cohen. This post originally appeared on Heidi Cohen on January 27, 2012.

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