How Content Marketing Makes PR Relevant Again

In Content Marketing, Digital PR by David Sanchez


As the realm of Digital PR evolves at a rapid pace, brands and PRs alike are generating new and innovative ideas to grab journalists’ attention and capture the brand’s audience.

‘Content Marketing’ is a term that the industry has been using for a while but some are still uncertain of its definition.  For those who are still unsure, Content Marketing is relevant and informative content that is created by a brand in order to engage its audience whilst educating them.  Ultimately, the content is there to keep the brand at the front of the consumer’s mind and increase probability of conversion from mere observer to active consumer and perhaps even a brand activist.

As Content Marketing tells a story, it has become a worthy tool used by Digital PRs. In the past, PRs had to rely on a product, press release or the brand itself to tell a story and captivate journalists and influencers.  Now, with strong content, PRs can tell a real story in order to secure press coverage.


Example Time

When creating content, it is crucial that a brand researches what is actually being featured and its shareability amongst its audience.  The content created must be topical and portray the expert knowledge of the brand.  An example of a brand that creates engaging and relevant content incredibly well is Louis Vuitton with its film ‘The Handmade:  Louis Vuitton’s Petite Malle’.  The concept focuses on how the brand builds its bag, whilst expressing its expertise and knowledge. Its stylish videography ensures that admirers of the brand and its consumers will share it on their personal social platforms, driving brand awareness and keeping it front of mind.

‘The Handmade: Louis Vuitton’s Petite Malle’ gained a considerable amount of press hits in fashion publications, independent blogs and newspaper supplements.

It is crucial that the content created is relevant to the brand’s audience.  The digital age has seen that consumers are now investigators.  Buyers can become experts in a brand and read endless articles and reviews in order to form their own opinions and decide whether they want to commit to purchasing a product.  For this reason, content marketing can be used to build trust and separate a brand from its competitors.  The consequences of a brand creating content that is not relevant to its audience can mean that not only do they lose interest but also trust and the opinion that the brand is disingenuous.


When creating a campaign it is crucial that a PR asks themselves:

  • Where will the content be placed?
  • Is it relevant?
  • Is it on brand?
  • Is it shareable?
  • Will consumers find it interesting and create engagement?




Yes, Another Example!

Above all, a Content Marketing piece should be engaging, interesting, unique and shareable.  It can also be a chance for a brand to showcase its entertaining side.  A great example of this is the Paperchase #impressmum campaign. By creating an element of surprise within the campaign whilst finishing on a theme that most will find endearing, the content is shareable and appeals to all.

The relationship between Digital PR and Content Marketing is proof that integrated campaigns are incredibly impactful and have the power to reach audiences on a global scale.

About the Author

David Sanchez