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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

Content marketing is becoming more important than ever before. Recent statistics show that B2B companies content as a marketing strategy generate 67% more leads than those that do not. But writing great content that no one sees won't get you far. That's why SEO is so important, it'll get the right content in front of your intended audience. As we refine our KPIs, knowing what content resonates with audiences helps us pinpoint the ROI of marketing activities.

Research shows that 89% of B2B marketers are using content as the main channel in their marketing strategy. With that said only 19% rate their organization’s efforts as successful and only 41% are clear on what an effective or successful content marketing strategy even looks like. While content marketing holds scads of benefits, it also involves some level of work and it can be easy to make simple mistakes that can impact your SEO content marketing strategy.

Though there is indeed an impressive growth in the use of content as an essential tool in their marketing strategy, B2B companies and marketers are still making SEO mistakes that are simply killing their content quality and marketing efforts. This post will teach you the core SEO mistakes that are killing your content strategy.

The B2B space has its own unique requirements and considerations, and it differs from B2C in some core aspects: 

Most B2B products/services usually cost more than B2C products (a pair of jeans profit potential in most cases is up to about $100 while a SaaS (Software As A Service) solution can be $1000 a month).

In B2C, it’s usually a single shopper who makes the purchase decision. In a B2B company, there are various decision makers involved.

For both B2B and B2C, the buyer’s journey usually goes as follows:

Awareness Stage: Problem or need identification.

Consideration Stage: Possible solutions research, comparing between the different products available.

Decision Stage: Reaching a decision and making the purchase

A B2B content marketing strategy usually deals with many sets of keywords and search terms to target buyer personas who are decision makers at the different stages of their buyer’s journey.

Search engines are a great way to get in front of these prospects at earlier stages of their research process, but all too often, marketers themselves are the reason search engines hold your content back from prominent positions in their search results pages (SERPs).

Although they are usually treated separately, content marketing and SEO goes together like cereals and milk. SEO is all about keywords, backlinks, and great onsite optimization.

The best way to get backlinks is by publishing killer content and letting the masses link back to it.

Now that we’ve established the connection between B2B content marketing and SEO, we can start laying down the SEO mistakes that are killing your content marketing strategy:

Google loves long, in-depth, informative content that satisfies the searcher’s needs. Generally, the more in-depth the content is, the more likely it solves the searcher’s intent or question. As opposed to that, what Google hates the most is when searchers click a link on a SERP, sees that it’s not what they were looking for, and immediately bounces off by hitting the back button. This is called Pogo Sticking.

This doesn’t mean you should be writing long for the sake of long (it also doesn’t grant you permission to be boring or paste large batches of text that are unscannable and tiring, but more on that later on). Do however make sure your content is comprehensive enough to answer searchers’ questions. A good strategy would be to determine the main keyword phrase and google it, to see how long the content in the 3 top SERPs is and make sure yours is longer, more concise and more in-depth. Make sure to add something to that content that others didn’t to make it more valuable to the readers (and the search engines).

Without refuting the above, a good way to lose your reader’s attention is using long paragraphs. Most people SCAN, not read. Short paragraphs encourage reading by being easier on the eyes and are easier to understand.

In the age of smartphones, the average reader’s attention span became even shorter than that of a goldfish. The importance of recapturing the reader’s attention continuously throughout an article became even bigger. Breaking up the text, using subheads, lists, and images will help you keep the readers on the page (and get noticed by search engines).

According to Google’s Matt Cutts, while misspellings are not used as a direct signal in Google’s (over 200 different) rating factors, “reputable sites does tend to spell better than sites with low page rank”. While probably not hurting your ranking, misspellings can hurt your credibility in the eyes of the readers and chances of getting linked to.

Your content is part of your website. Like the latter, every single piece of content should be optimized both for search engines and readers. You can, and should, optimize your content’s meta information like you do for your site. Write unique meta titles and descriptions for each of your content. Same goes for optimizing images and using CTAs. This will increase visibility on SERP and shareability on social networks.

The most unfortunate misconception in the SEO industry, is that a page/site will lose Authority/Page Rank/Trust if directing users to external sites with outbound links, this is utter BS. If your content is only “me talking” and does not link to other content, why would readers and search engines find it credible and authoritative enough to link to you (and rank you higher)? Content that is more well-researched usually cites sources by linking to it. Google also recognizes this as a signal for that site/page credibility and users will more likely trust and share (and link to) this content.

Your content being better than anyone else’s doesn’t mean it will instantly go viral and reach No. 1 ranking on SERPs. Though it’s a more cost-effective way of promoting your content, a great (white hat) SEO strategy takes time. Today, marketers can’t afford to neglect any type of owned, paid or earned media in their strategy. Combining the three will help you attract, convert, nurture and close leads. Find what mix works for you by focusing on your overall marketing goals. Each goal will require a different combination of media, finding the right mix and constantly evaluating and measuring it against set KPIs will help you reach your marketing goals.

Top 7 SEO Tools to Boost Your Content Marketing

To help you avoid making these mistakes, and streamlining your content marketing strategy better with SEO, here are some Tools that will boost your content:

Squirrly is a WordPress SEO plugin which lets you do keyword research right in your post editor.

If you like to write content that’s both SEO and human-friendly, then this tool is for you. It not only let you optimize content, but also lets you measure the success of the content optimized.

Squirrly has a number of tools on its dashboard, but one notable tool which can help boost your content marketing is the Keyword Research Tool.

This tool helps you find the most relevant keywords for your articles. It also finds keywords used by your competition based on the specific keyword you entered.

With those keywords, you can craft winning content that’ll get ranked. Squirrly also shows what phrases are trending, useful for writing sharable content.

Though the Google Keyword Planner tool is mainly associated with PPC and SEO, you can also use it to enhance your content marketing strategy.

Specifically, there are three key features that are germane to content marketers:

Search for new keywords and ad group ideas. This feature is useful for generating content ideas. When you enter a word in the search bar, the tool will generate new keywords from the search. From the new keywords, you can find content ideas that are related to the keyword you entered.

Get search volume for a list of keywords. This feature allows you to examine the popularity of the keyword. Precisely, you can see stats like average monthly searches and the level of competition a keyword has—high, medium, or low (though the level of competition is for PPC only).You can follow the stats to pick keywords that have high search volume and low competition (which are the best keywords to use for effective content marketing).

Multiply keyword list to get new keyword ideas. This feature enables you to create new keyword combinations.It does this by allowing you to enter the keywords into different columns. By this, you’d be able to discover new keyword combinations that you can use as content ideas. This will help you pick long-tail keywords which works best when it comes to content marketing.

Google Trends shows the popularity of a given search term over time; it shows how often people search for a keyword and where they are searching from.

This tool helps you stay ahead in your keyword research; it helps you see which keywords are best for your content strategy and which region to target.

Google Trends has many search-related features which can be useful for content marketers.

These features will help you see where you’re going.

For instance, after doing your keyword research on Keyword Planner, you can run the keyword through Google Trends to see if it’s waning or rising in popularity.

Google Trends shows a list of related search term after entering a keyword; this makes it a breeze to find new content ideas that people are interested in.

For instance, after entering the term “content marketing,” Google Trends suggests the following keywords which also have high search volumes:

Using Google Trends, you can also create a yearly editorial calendar for your content marketing campaign. That’s because Google Trends shows you those events and topics that gain traction at certain times of the year.

While it’s not completely advisable to base your content on trends, Google Trends is a great way to discover what people are talking about in your niche market.

One way of creating great content is to find the most shared content in your niche, follow its structure and try reproducing the same for yourself.

Content Explorer by Ahrefs helps you do just this.

With this tool, you can discover top-performing content in terms of social sharing, get to see the keywords used in the content, and model the same by crafting your own content around that topic.

This will help you come up with content that will outperform the competition or at least produce similar results.

Content Explorer is pretty easy to use: Just enter your keywords into the search bar and the tool will list out the most shared content based on the keyword you entered.

For instance, the screenshot below shows the results for “content marketing.”

It’s not just enough to create content. The content you create should bring you a measurable ROI.

Google Analytics helps you measure the ROI of your content.

But beyond that, you can use Google Analytics for nearly every aspect of content marketing—brainstorming/idea generation, targeting, optimization, testing etc.

For one, you can use GA to see what content your visitors like and then follow through to create more of that kind of content.

You can do this by going to Behavior > Site Content > All Pages.

The result will look something like this:

Keywordtool.io is a free tool for finding the words that people search for on Google.

This tool uses Google’s Autocomplete to provide users with great keyword ideas by generating over 750 long-tail keyword suggestions. It also works with 83 languages and 194 Google-owned domains.

Even more, Keywordtool.io allows users to export the keyword data to a spreadsheet where they can then examine and further categorize the same.

Here’s a screenshot example of Keyword Tool’s results with “content marketing” as the search term:

While QuickSprout mainly shows results for SEO and site speed, you can also use it for content marketing purposes.

After entering your competitor’s URL, click on the Social Media Analysis feature. There, you’ll see which content on the site received the most social shares.

The information shown there will let you in on what types of content readers love the most. With that, you can go ahead and create something better.

Ensure your content marketing success by applying these SEO techniques in its implementation to avoid making simple mistakes that could negatively impact your content marketing strategy. By using these techniques properly, you will lower marketing costs and help boost the results of your content marketing efforts.

With the right tools in your hands, you can improve your content marketing, make your website and blog more effective and drive as much traffic as you want. If you found this useful, learn more about leveraging your marketing efforts by implementing a rigorous SEO strategy.

The 7 Simple SEO Mistakes That Are Killing Your Content Marketing Strategy

In this blog Kerri Rogers, content specialist at JBH, the Content Agency looks at interactive content and social media, and why they work so well together.

Interactive content requires your users to engage with it actively. Its immersive nature means that your audience will spend more time engaging with your business with their undivided attention, giving you strong engagement metrics.

If you’ve been using the internet at all over the past decade, then chances are you’ve come into contact with at least one form of interactive content. From quizzes and calculators to interactive infographics, there is a ton of interactive content out there.

The discovery of content is happening mainly through social media

Churning out piece after piece of content is not an effective way to reach your customers. Although content is king, only high-quality, engaging content converts leads and captures new audiences.

The bombardment of advertising we see wherever we go means that many people have become immune to advertising and various types of content. In turn, this has led to social media becoming a key platform for content discovery, with social media accounting for  5.6% of referral traffic on the web in 2017.

The rise of smartphones has also led to social media becoming an important platform in content discovery. Nowadays everyone is glued to their phones and the average smartphone users spend two hours on their phones every day. This number goes up for the age groups of 18-24 & 25-34 so, if that’s where your target audience is, creating social media and mobile-friendly content is even more important.

To have your content seen and engaged with nowadays it needs to be put on social media and therefore be both social media and mobile friendly. Interactive content is a great way to grab attention on social media as well because they require the user to stop scrolling and focus their attention on your piece of content.

Loads of brands are embracing interactive content and seeing amazing results. In 2013 the New York Times most popular story was an interactive quiz rather than an article.

After seeing such great results from this quiz, The NYT has made interactive content an integral part of their content strategy. They share them on social platforms like Facebook and Twitter and have seen a high level of engagement through reactions, comments, shares, likes and retweets.

Buzzfeed is another brand that has conquered interactive content on social media. 75% of all their traffic comes through social referral and a large amount of their content includes interactive elements such as interactive articles and quizzes. One of their quizzes has even been viewed more than 22 million times.

Interactive content like this is irresistible for many social media users. It takes a short amount of time to complete, it’s fun, it keeps your attention by demanding engagement and is simple to interact with and share.

Customers want answers, or they want to have fun – interactive content can do both.

Authenticity and participation are two things essential for engaging an audience – especially an audience that is under 35 – and interactive content gives you a great way to do both.

75% of content marketers say they have incorporated interactive content into their marketing strategy as a way to educate their audience.

Interactive content is what your customers want and if you give it to them they will keep coming back for more.

The results that brands are seeing from using this type of content are huge; 79% say that interactive content increases retention of brand messaging and boosts their number of returning visitors.

Did you know that some social media platforms are now integrating interactive content? Facebook for example, recently announced their ‘gamification’ features. To encourage community engagement, brands can now use polls on both live and regular video. They’ve also added ‘gamification’ for live video. Facebook is challenging brands to get creative with this new feature ‘we can’t wait to see how they innovate‘.

The way people browse the web is changing….and content marketers need to adapt

Google owns search but in future, search may not be the main way we discover content on the web. As we embrace the advancing social searches within platforms like Twitter, Facebook, Instagram, LinkedIn and Pinterest, Google may see a decline in traffic.

Over the past few years, there have been times where social media has referred more traffic than Google. Whilst recently, Facebook’s social referrals have taken a small dip, most likely because of privacy concerns, it’s likely to see a rise again soon.

Mobile overtook desktop for the volume of web browsers for the first time in 2016 and since then the gap has just been widening. Creating content that is mobile-friendly should be one of your top priorities.

Mobiles have much smaller screens and less horizontal space, but an infinite amount of vertical scrolling space – you should take this into consideration when creating content. Unlike desktop users, mobile users tend to use their device for a short amount of time. This means they expect content to load instantaneously-  so consider this when you create and publish content.

Mobile users have also come to expect interactivity. Smartphone users will be used to using apps, which are generally more engaging than web pages. Using interactive content such as interactive infographics is a great way to keep their attention and help you compete with competitor apps.

Going directly to content rather than landing on the homepage

Internet users are now landing directly on content rather than on your website’s homepage.

A New York Times study showed that once upon a time people would come to their homepage when they were browsing. Today, on the other hand, they are finding that users are visiting their content through a ‘social side door.’ This is when a user clicks on an article or another piece of content when on social media, go across to your site, consume your content and then go back to their social media feed. 

Example: Clicking a link on social media, being taken to the article, and then clicking ‘done’ takes the user back to social media. 

These users visit your site but they never see your homepage, this is a fairly new way of browsing the web and just shows how content marketers and designers have to adapt to the ever-changing online world. In future homepage design is likely to become far less important and creating higher quality content that gets users to click will be more of a priority.

Interactive Content & Social Media: A Match Made in Heaven

It used to be the holy grail of PR placements was coverage in a print publication. Despite the ego-boost it provided the interviewed executive and the PR team, it often didn’t drive business results. It’s not surprising given how unlikely it is that a reader of any given print publication might be in the market for your organization’s products and services at that exact moment.

Now, the most sought-after placements are ones that can directly drive qualified visitors back to your site. Why? Because unlike vanity coverage that can be dismissed as “nice-to-have” PR fluff, a link to your website can be tracked and quantified. That’s why you need to figure out a strategy to place links in published articles.

But it’s not like you can haphazardly pitch website backlinks to your media contacts list. Rather, to make this happen, you need to shift your perspective on how you pitch to the media.

If your goal is to get the New York Times to link back to your website, you’re probably out of luck unless it’s the only site hosting ground-breaking proprietary research. So how do you find sites that are a good target for getting your link accepted? Consider these guidelines:

Do they usually link? Does their coverage of your industry or topic typically include links to third-party sites? If so, to what kind of sites? You won’t get a link to your site from a publication that never links out to third-party content.

Is their site’s content indexed on Google? If a publication’s website is mostly behind a paywall, unless it’s the Wall Street Journal, it’s less likely to give you the reach you’re looking for as Google won’t have enough data to use to evaluate the value of a link from their site.

Is the site a respected authority on my topic? For a link to help you increase your domain authority, and increase your ranking in search, you need to obtain links from sites with a higher domain authority or rank on google for your topic area. First, search on google for your target keyword and see what publications are on the first page of results. Next, use the Moz toolbar to document the domain authority for your site and those of the target publications from your search.

If a site meets all of the above criteria, you’re ready to move on to your pitch.

Traditionally, media pitches have included a bio of the executive that aims to show why they are a subject matter expert worthy of being considered for coverage. While a solid bio is still necessary, there’s more you can do in your pitches to garner coverage that ultimately links back to your site.

Expert round-ups are typically conducted over email, making them an ideal vehicle for requesting a link back to your website. The key is to use one of your target keywords in your response and link it to an authoritative piece of ungated content on your website. This Forbes round-up with real estate experts, which links to a post on Trulia’s website, is a good example of this. If it’s a useful piece of content, most editors will leave in the link. Just make sure including the keyword in your answer doesn’t make it seem stilted or awkward. After all, you want to be included in the round-up whether or not your link makes it in.

When you are pitching a journalist who isn’t familiar with your expert, embedded links in your pitch can both provide an illustration of their expertise, and give the journalist context that may also be included in their resulting coverage. For instance, you can link back to a piece of related thought leadership on your company blog, or a podcast or webinar they hosted on the topic. If the journalist found it helpful in providing deeper context for the story, there’s a good chance it can make it in on its own. If you have a good relationship with the reporter, you can always ask if it can be included once your pitch gets accepted. And if the link doesn’t make it into the final piece, you can always include it in a comment on the piece, or email the website editor and ask if it can be included.


When you write contributed content for a site, you typically get a link to your bio or back to your site. Rather than linking that to your homepage, consider linking it to a landing page that is more likely to resonate with the publication’s core audience. And don’t forget to include a link to an ungated piece of content in the body of your article as well. Typically, editors will allow you to include one relevant link in the body of your article, as long as it’s not to overly promotional content.

Whenever you place a link in media coverage or contributed content, you’ll want to track it both the measure your results and to ensure it remains an active link. Too frequently, a website redesign can result in all-new page URLs. And after all the work you went through to garner those links, you won’t want to lose them. Make sure your web team is aware of these high-value links and uses redirects as necessary to keep them live. When an editor trusts you enough to link to your site, you don’t want to repay them by giving their readers a bad experience.

Media Outreach: Why You Need to Place Links in Articles

PR and content marketing share a common goal: to create a quality message related to our brand, relay and amplify. Because of this shared and common goal, there is much to be gained and leveraged by combining our PR and content marketing strategies.

Need more convincing? We’ve listed 6 good reasons on why we should be combining our PR and content marketing strategies.

Combining PR and Content marketing strategies facilitates idea-sharing

Building Influencer and Journalist Relations

It’s a PR professional’s job to know and even predict the latest trends across the spectrum of industries. This presents an opportunity for our PR agency or team to work with our creative and marketing teams for ideas on fresh content marketing ideas.

Content marketing and marketers can provide insights to PR teams on specific and niche market or consumer trends and insights. It’s a win-win.

Download the trendspotting & forecasting ebook and learn more about trendspotting and trend forecasting.

Content marketing focuses on creating articles, webinars and other materials to complete our brand identity. With the help of PR acting as a vehicle to reach key industry influencers, our content and brand are able to reach their target audience in a truly influential and effective way.

The combination of PR and content marketing strategies will also help to get our content to a new and perhaps broader audience. We’ve already made investments in PR and content marketing so why not get strategic and squeeze out as much ROI as possible by a unification of PR and content marketing objectives?

Jane Hunt, head of marketing and co-founder of JBH – The Content Agency states:

“Journalists are looking for more than just press releases and data these days – they need content, content that really engages their audiences and provides more depth to the conversation. Ask the content team what content, whether it be infographics, gifs, video or listicles, will add weight to your story and provide journalists with more options to cover your story for their audience.”

All of our branded communications should be aligned to maximise and reinforce our value proposition, brand identity and brand personality. However, if our graphic designer inserts Pokémon gifs and content in his articles and our press secretary writes very institutionally, our tone as a brand will be rather inconsistent.

Our teams must develop a cohesive editorial line. There must be unity between the key themes and topics to discuss with a defined editorial calendar. This way we ensure that the content of our blog and our social networks are in cohesion with the public relations subjects we want to take ownership of.

Content marketing executives have painstakingly built in specific keywords into their editorial strategy to improve the SEO of our site. However, press releases are widely reported on the Internet, and are therefore an opportunity for our SEO efforts!

By combining and becoming strategic with PR and content marketing, PR releases can be SEO optimised as concisely as our website. Content marketers can also specify to PR teams the importance and value of integrating back-links and links to our site blog or landing pages. In sum, optimise PR and content marketing strategies for ultimate SEO optimisation.

Jane Hunt, co-founder of JBH – The Content Agency tells us:

“This is often an opportunity that PR pro’s miss and it’s a real shame – especially for the client as a link from a relevant or high DA website is really important in helping the brand rank higher in a search.”

One of the main challenges of PR is building truly strong relationships with key journos and influencers. Linking our content to our PR campaign with your brand message makes for an integrated, more impactful campaign. This will lead to greater success for your PR & marketing campaigns, which, ultimately means a better ROI and that’s the bottom-line.

Influencers can also be linked with the teams responsible for the content, who will offer their content to share with their audience. So our eBooks, infographics or items can be sent to influencers explicitly asking if they can relay, where appropriate.

Generally, PR ROI is measured in terms of reach, impressions and AVE. But the content that our team creates can be directly linked to its impact on the brand and the sales funnel. Aided by a media monitoring solution, we can measure the overall impact of our PR, content and social media marketing campaigns.

By including relevant links to our site and tracking those links to our PR campaign, it becomes easy to know if our PR and/or content marketing campaigns generated traffic or sales for our business. If you’d like to know more about how Meltwater can help with tracking your PR campaigns fill out the form below!

It’s like PR and content marketing have been battling the same enemy but didn’t even know it—until now. Combining our PR and content marketing strategies is overdue, so get started now!

This blog was updated 14.06.2018 by Hannah Williams

6 Good Reasons to Combine Your PR and Content Marketing Strategies

Co-creation: When brands and organisations develop products, services and campaigns in direct collaboration with their audiences – be it through user-generated content or insight-driven strategy. A case in point is the telecoms brands Giffgaff, which allows its customers to dictate how the brand is run – having a say in everything from product development to pricing structures.

Co-creation is the future for brands. As modern audiences increasingly reject traditional advertising messages in favour of two-way conversations, collaboration and the opportunity to create their own content, brands must adapt to survive. The smart ones are those that are prepared to shift the balance of power: democratise the way they operate and realise they need to put their audiences at the heart of their brand.

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6 Good Reasons to Combine Your PR and Content Marketing Strategies

Co-creation toolkit: Creating content with audiences

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Content Marketing

The 7 Simple SEO Mistakes That Are Killing Your Content Marketing Strategy

Interactive Content & Social Media: A Match Made in Heaven

Media Outreach: Why You Need to Place Links in Articles

6 Good Reasons to Combine Your PR and Content Marketing Strategies

Co-creation toolkit: Creating content with audiences

How to Boost your Content's Credibility

10 Fashion Brands Nailing Their Snapchat Content Strategy

What Does It Mean to Be a “Data-Driven” Content Team?

How to be a Guest Blogger on 10 Popular Websites

Interactive Content for Every Stage of the Sales Cycle

Interested in learning how Meltwater can help you? Fill out the form to learn more.