By Sarah Skerik, Vice President, Content Marketing, PR Newswire
According to a recent study sponsored by InPowered and conducted by Nielsen,content marketing is 88% less effective than public relations, due in large part to the outsize influence earned media wields over the public. According to the study, earned media – defined as content created by credible third party experts – consistently provided more benefit to brands than did user generated or branded content.
Credibility is the key
The stat is interesting for all sorts of reasons, not the least of which is the simple fact that marketers are very good at measuring outcomes, something that PR has continued struggle with. The fact that Nielsen has identified the potent effect of credible third-party mentions has upon potential customers across the various stages of the buying cycle should make PR measurement mavens sit up and take note.
With all the conversation about, investment in and discussion of content marketing over the last few years, one has to wonder exactly what makes PR efforts so much more valuable in terms of driving business than content marketing campaigns.
The answer is credibility. It’s devilishly hard to produce branded content that is truly credible. The content brands publish (even this little blog post!) all have underlying agendas, and sometimes, those agendas aren’t too thinly veiled.
Earned media & influence
Earned media, on the other hand, is widely perceived as being more credible and authentic. Therein are the keys to its influence – and that’s where public relations can really shine. PR practitioners understand influence, how it accrues and from where it flows. PR pros understand the subtleties of the story and how to wrap information in context that makes sense to an audience.
It’s little wonder that PR is behind the blockbuster headlines, viral videos and other content that fills our newsfeeds and floats to the top of search engine results.
Click here to read the complete post on Beyond PR.