Digital Content Marketing & Press: Looking for a PR agency from Senden, Laupheim, Vöhringen or Illertissen?

Published on: June 11, 2021 / Updated on: August 4, 2021 – Author: Konrad Wolfenstein

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 91% of them use it as part of their advertising efforts.

Although content marketing and public relations (PR) share a broad overlap in competence and implementation methods, they differ in only one key aspect: PR focuses on the company itself and everything surrounding it. Marketing, on the other hand, is geared towards the potential customer and utilizes all available channels to reach them with information and messages.

Previously, PR ensured that the company was talked about. Press releases provided the media with information so they could report on it. Contact was cultivated with selected media representatives and journalists. Search engine marketing and social media have fundamentally changed this.

For a time, public relations was in danger of becoming obsolete due to content marketing. However, by refocusing on its core competencies of public relations and lobbying, while leveraging the marketing technologies that emerged from content marketing, PR has managed to establish itself as an independent discipline alongside content marketing. Parallel developments don't always have to consume their surroundings; they can also act as a catalyst for others. From just 150 marketing technology solutions in 2011, the number has since grown to over 8,000! From search engine marketing and ads to social media and automation tools, a considerable amount of expertise has been added.

In the early days of search engine optimization, the slogan "Content is king" permeated the scene, which in its nascent years wasn't yet considered an independent industry. Back then, print media still believed the internet was just a passing fad and would soon disappear. Search engines were the midwives of the internet. They were the catalyst for an epochal development in human history. And because search engines and the internet still largely operate on a text-based model (despite images and videos), the statement "Content is king!" remains true today.

This explains the abundance of marketing technology solutions and the nature of content marketing and PR work.

Suitable for:

• Content development internally or externally?
• Goals and methods of PR work and content marketing

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 PR professionals, 65 percent of respondents believed that Big Data Analytics is an important technology skill to be found in future PR and communications professionals, while 59 percent of respondents said the same about video production and SEO skills.

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 these data offer numerous clues.”

What are the most valued technological skills 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

Related to this:

• Lobbying – a main field and marketing tactic of the public relations industry
• PR (Public Relations) and marketing services
• Agency power – from digital marketing to lobbying!

Number of businesses in the advertising and related service 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 almost 8,550 businesses in the United States specializing in public relations services. At the same time, there were approximately 2,300 companies engaged in direct marketing.

Note: A branch is a single physical location where business is conducted and/or services are provided. It is not necessarily the same as a company or business, which may consist of one or more branches. Prior to the publication of the 2012 data, 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
• Promotional merchandise distribution
• Other services related to advertising

Suitable for:

• Content marketing services for B2B and B2C
• Benefits and methods of PR and content marketing

Percentage of organizations with a content marketing strategy worldwide

Companies with a global content marketing strategy – Image: Xpert.Digital

In a survey of global marketers conducted in mid-2019, a large majority of respondents stated that they use content marketing as part of their advertising activities, and of these, 77 percent stated that 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

Global use of content marketing – Image: Xpert.Digital

In a survey of global marketers conducted in mid-2019, 91 percent of respondents stated that they already use content marketing as part of their advertising efforts. Furthermore, 77 percent indicated that they have a content marketing strategy within their organization.

Global use of content marketing in 2019

• 91% – Yes
• 9% – No

That's why Xpert.Digital is the right choice for Senden, Laupheim, Vöhringen, and Illertissen! – Digital Content Marketing & Press: PR Agency

Konrad Wolfenstein

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Xpert.Digital – Konrad Wolfenstein

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