PR activity vs. Content Marketing

There is an interesting study cited in the Huffington Post on public relations vs. content marketing approach to business development and customer relations. The study found “brands that actively engage in media outreach will likely see a greater consumer impact at all stages of the purchase process than brands that primarily rely on content marketing.”

“On average, earned media lifted brand familiarity 88 percent more than branded content and 50 percent more than user reviews.”

Other important findings from the research indicate that the credibility and unbiased nature of the content was critical for consumers:

  • 85 percent of consumers regularly or occasionally seek out trusted expert content — credible, third-party articles and reviews — when considering a purchase
  • 69 percent of consumers like to read product reviews written by trusted experts before making a purchase
  • 67 percent of consumers agree that an endorsement from an unbiased expert makes them more likely to consider purchasing

Based on the findings of the study, the brand management company inPowered recommends brands take a blended approach in their content strategy. inPowered recommends:

  • Build trust, cut through the noise: Begin with trusted content from credible, third-party experts to establish a foundation of trust with the consumer
  • Share your story: Once trust is established, use branded content to further connect and engage
  • Continually reinforce and stay above noise: Maintain your efforts by encouraging customers to generate user reviews, and continuously use more trusted content

(ed. – This article is found in the Huff Post Business Section: “Content Marketing Is 88 Percent Less Effective Than Public Relations.” The full article can be read here: )

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