Content marketing services have increased by 66% in the last 12 months
This piece cites a Content Marketing Institute survey saying that the demand for content marketing services has increased, but PR professionals have been unable to take advantage of it. Only 9% of PR agencies provide content marketing services for their clients.
Agencies are failing to fulfil their clients’ goals because they fail to focus on the entire customer journey. The author argues that PR professionals who are experts in storytelling and building relationships can offer better content marketing services than SEO specialists and advertisers.
The reluctance is despite the fact that more than 60% of marketers believe that PR will be become more closely aligned with marketing in the next three years. But, they also think that public relation professionals wouldn’t play an essential role in this transition.
[5 minute read]