PR and Content Marketing – How they Work Together

By Mark Macias

It’s no secret that all of the search engines use content in their algorithm to determine which websites show up first. Blogs are one of the most effective SEO tools for improving your search engine rank, and you should treat that platform with care.

We recently got this email from a company, trying to leverage our PR blog for their content marketing:

“Hi there, I checked out your site and thought I would reach out! If you are open to it, I’d love to pitch a guest post. Let me know! I’d love to send over a few ideas. Best, Sarah”

I’m sure Sarah sent that email to hundreds of other blogs. She had the right idea, but the wrong approach. Yes, our blog could have “potentially” raised the exposure of her service and likely helped her with SEO but it would have harmed our brand.

Content Marketing Trends for 2017

The current content marketing trend is to target bloggers and offer to share free content with them. Don’t fall too quickly for this approach. Your blog is your messaging tool and it should always revolve around your expertise. You don’t want to dilute it with content that promotes another service or product that doesn’t mesh with your brand.

A much more effective approach is to hire a content marketing firm that will create and distribute your content. When a blog is executed correctly, it will lead to high rankings with the search engines. Identify the terms consumers or businesses are using to find your company and implement those terms into your new content.

And don’t take Sarah’s approach. It might not have taken her very much time to write that email, but I’m sure it took hours to research her targets. An effective content marketing firm could have executed at probably half the cost and allowed her to devote her resources to other more important business matters.

Macias PR was named the 2015 and 2016 top PR Firm of the Year – USA by Finance Monthly. The founder of Macias PR – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.