Aberdeen Research shows how content marketing is becoming more integrated into Public Relations
Recommended Link : Aberdeen Research: Content Marketing is the new PR
In March 2013, Aberdeen Research undertook research to investigate how social media has impacted PR and how companies are reacting to this, through an integrated strategic marketing communications strategy and focus on their content strategy.
Their research is compiled from surveys, interviews and data analysis, from 70 end-user Marketers and Communication professionals. Aberdeen present their findings as 'Leaders' and 'Followers'. Here is our summary of two of the key takeaways and the full report can be downloaded freely from Aberdeen's website.
1. What are the aims of integrating Content Marketing into PR?
63% of respondents identified as leaders are aiming to adopt or increase their use of content marketing and 31% view it as a means to improve their brand image (build brand equity).
2. How Leaders view PR as changing
Companies are integrating PR more into their marketing communications strategy and the findings from this survey reinforce this trend, with 69% of 'Leaders' and '46%' of Followers sating that PR now has a content marketing role.
This alert summarises some of the findings as a snapshot, suggesting how marketers can work with PR resources to develop their content marketing capabilities.