The benefits of content marketing for public relations

  • On : January 15, 2023

Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content. This is to attract and engage a clearly defined audience, with the goal of driving profitable customer action. In the context of public relations, content marketing can be a powerful tool for building brand awareness and credibility, and for generating positive media coverage.

By providing journalists and influencers with valuable, newsworthy information, content marketing can help to secure coverage in the media and increase the visibility of your brand. Additionally, content marketing can be used to create a direct relationship with your target audience by providing them with information that is relevant to their interests and needs, which can help to build trust and loyalty. This leads to a more positive brand perception, greater brand awareness, and an increased likelihood of customer engagement and conversion.

Here are ten different reasons for the benefits of content marketing for public relations:

Builds trust and credibility

By consistently producing high-quality, informative content, you can establish your brand as a thought leader in your industry and build trust with your target audience. You must be transparent with your audience and clear in your purpose. According to a survey by Edelman, 63% of consumers say they are more likely to purchase from a brand they trust.

Improved media coverage

One of the key benefits of content marketing for public relations is the ability to generate positive media coverage. This can be through providing journalists and influencers with valuable, newsworthy information. Content marketing can help to secure coverage in the media and increase the visibility of your brand. A survey by PR Newswire found that more than 60% of journalists find content marketing to be effective in generating media coverage.

Establishes relationships

By producing content that resonates with your target audience, you can establish relationships with them and become a go-to source for information on topics relevant to your industry. According to a survey by Demand Gen Report, 79% of B2B buyers say that content significantly impacts their purchasing decisions.

Improves search engine rankings

Consistently producing high-quality content can help improve your search engine rankings, making it easier for your target audience to find you online. According to Moz, businesses that regularly post blogs receive 97% more links to their website.

Generates leads

By providing valuable information to potential customers, content marketing can help to generate leads and increase conversions. A survey by the Content Marketing Institute found that organisations that use content marketing generate 66% more leads than those that don’t use content marketing.

Improves customer loyalty

By providing valuable information that is relevant to a target audience, content marketing can help to build trust and loyalty with that specific audience. A survey by the Content Marketing Institute found that 78% of surveyed B2B marketers said that content marketing had helped to build trust with their target audience.

Increases social media engagement

By sharing your content on social media, you can increase engagement with your followers and reach a wider audience. According to Buffer, tweets with images receive 150% more retweets compared to those tweets without images.

Enhances email marketing efforts

By using content marketing to provide valuable information to your email subscribers, you can improve the effectiveness of your email marketing efforts and increase customer loyalty. According to a study by Epsilon, personalised emails deliver 6x higher transaction rates.

Increases website traffic

High-quality content can drive increased website traffic by providing a reason for people to visit a brand’s website. By consistently creating and publishing valuable content, a brand can attract a larger audience and generate more website traffic. According to a survey by the Content Marketing Institute, 63% of surveyed B2B marketers said that content marketing had increased website traffic for their organisation.

Better understanding of customer behaviour

By closely monitoring the performance of content, it can help to better understand customer behaviour. By identifying which topics are resonating with a business’s target audience and which are not, brands can fine-tune their content marketing strategy to better meet the needs of their target audience. According to a survey by the Content Marketing Institute, 74% of surveyed B2B marketers said that content marketing had helped them to better understand their customers.

By consistently creating high-quality, pertinent content, you can position your brand as an industry thought leader, gain the trust of your target market, and establish yourself as a go-to resource for information on topics related to your sector. This is especially crucial in the current digital era, where more and more people are using the internet to research information and look for reliable sources.  Content marketing can also assist your brand or organisation to become more well-known, draw more people to your website, and encourage profitable customer behaviour. In general, content marketing is an excellent strategy for aiding public relations specialists in reaching their objectives and successfully connecting with their target audience.