Digital Content Marketing & Public Relations – PR Agency – Public Relations – Image: stockfour|Shutterstock.com
Scope and industry types of PR and content marketing
Over 77% of global organizations have a content marketing strategy and even 91% of them use it as part of their advertising efforts.
Even if content marketing and public relations (PR) have a broad similarity in terms of competence and manner of implementation, they only differ in one point: PR focuses on the company itself and everything that moves around it. Marketing, on the other hand, is aimed at potential customers and uses all channels to reach them with information and messages.
In the past, PR ensured that people talked about the company. Press releases were used to provide the media with information so that they could report on it. Contact was maintained with selected media representatives and journalists. This has changed fundamentally with search engine marketing and social media.
For some time, public relations was in danger of becoming obsolete due to content marketing. By returning to its core competency of public relations and lobbying using the marketing technologies that emerged from content marketing, PR has been able to assert itself as an independent discipline from content marketing. Parallel developments do not always have to devour the environment; they can also become a turbocharger for others. What were once 150 marketing technology solutions in 2011 have now grown to over 8,000! From search engine marketing, ads, social media to automation tools, a lot of know-how has been added.
In the early days of search engine optimization, the slogan “Content is king” permeated the scene, which in its early years was not yet viewed as an independent industry. Back then, print media still believed that the Internet was just a fad and would soon disappear. The search engines were the midwives of the Internet. Search engines were the turbocharger for an epoch-making development in human history. And because search engines and the Internet are largely still text-based (despite images and videos), the statement: “Content is king!” still applies today.
This explains the mass of marketing technology solutions and the existence of content marketing and PR work.
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Most valued technology skills in the public relations (PR) industry worldwide
Technology skills most valued by the PR industry – Image: Xpert.Digital
According to the results of a 2019 survey of public relations industry professionals, 65 percent of respondents believed that big data analytics is an important technology skill to be found in future PR and communications employees, while 59 percent of respondents said the same Video production and SEO skills said.
The source provides the following information: “The sample for this survey is a convenience sample and not a random sample. Therefore, we cannot say that the results of this survey are representative of the respective populations. Nevertheless, we believe that this data provides numerous clues.
What are the technology skills most valued in the PR industry?
- 65% – Big Data Analytics
- 59% – Video production
- 59% – Search Engine Optimization
- 54% – Digital Design
- 53% – User Experience
- 43% – Predictive AI technologies
- 38% – Data management
- 17% – Coding
- 14% – Chatbot
- 8% – Blockchain
- 3% – Robotics
- 3% – 3D printing
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Number of establishments in the advertising and related services industry
Number of companies in the advertising industry in the USA 2007-2018 – Image: Xpert.Digital
Data collected by the US Census shows that in 2018 there were nearly 8.55 thousand establishments specializing in public relations services in the United States. At the same time, there were about 2.3 thousand companies dedicated to direct advertising.
Note: An office is a single physical location where business is conducted and/or services are provided. It is not necessarily the same as a company or company, which may consist of one or more branches. Before the 2012 data was released, outdoor advertising was referred to as display advertising.
Companies in the advertising industry
- advertising agencies
- Public relations agencies
- Direct mail
- Outdoor advertising
- Media representatives
- Media buying agencies
- Advertising material sales
- Other services related to advertising
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Percentage of organizations with a content marketing strategy worldwide
Companies with a content marketing strategy worldwide – Image: Xpert.Digital
In a survey of global marketers conducted in mid-2019, a large majority of respondents said they use content marketing as part of their advertising efforts, and of those, 77 percent said they have a defined content marketing strategy.
Do you use content marketing as a strategy in your company?
- 77% – Yes
- 23% – No
Use of content marketing in organizations worldwide
Use of content marketing worldwide – Image: Xpert.Digital
In a survey of global marketers conducted in mid-2019, 91 percent of respondents said they already use content marketing as part of their advertising efforts. Additionally, 77 percent said they have a content marketing strategy in place in their organization.
Use of content marketing worldwide in 2019
- 91% – Yes
- 9% – No
Current PDF libraries to support your marketing planning and activities
We provide you with further numerous insights into numbers, data and facts that can help you optimize and expand your marketing:
- Customer Demographics Library – Demographics Knowledge Base (PDF)
- Online Marketing Library (PDF)
- E-Commerce Library – Knowledge Base (PDF)
- Social Media Marketing Library – Knowledge Base (PDF)
- SEO Library – SEM knowledge database (PDF)
- Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
- Extended Reality (XR) Library (PDF)
Do you need more input on marketing?
- Content marketing: supreme discipline with obstacles and the most valuable types of content marketing
- The most effective marketing channels for leads, the most effective tactics, the most effective early stage engagements, and the most effective channels to increase conversions
- Marketing strategies and trends
- Personalized customer approach is gold
- Marketing challenges. Are you new to the company or is your marketing no longer running smoothly? To do this, you should ask yourself three questions
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