Content Marketing Institute (CMI) defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience—and, ultimately, to drive profitable customer action.” That sounds a lot like what PR pros are charged with, doesn’t it? After all, modern public relations is focused on engaging with an audience of influencers in order to get your message heard and support your organization’s business objectives.

As a PR professional, you are spending your days tracking industry editorial trends, talking to journalists and editors about the content that their audiences want, and honing pitches to obtain coverage or place contributed articles for business partners. PR is full of moments that create the exact kind of insight that would help your content team prioritize material that’s going to drive engagement and brand awareness. Content teams should have easy access to that knowledge to inform their content decisions and ensure message alignment across your organization. Traditionally, this information can stay siloed within PR departments.