Joe Pulizzi on PR News provides a primer on content marketing, with attentive PR people as the keystones of the big new emphasis in relational management. "Organizations weren’t built to be publishers," Joe writes, "but that is exactly what they are being asked — scratch that — forced to become.
"And whenever there is change," Joe continues, "there is politics. Everyone in the organization is fighting for content. Social media wants it. Email marketing wants it. Corporate communications wants it and, of course, PR wants it. Everyone is telling stories, but no one is on the same page.
"The best positioned may be PR. As the protector of the brand, telling compelling stories has always been part of PR DNA. But this is not your father’s storytelling...."
Content marketing isn't about big launches and splashes, Joe continues. "It's a promise that never ends. It doesn't start and stop." And it's not primarily about a company's interests, it's about its audience's interests. Not the biggest audience possible, but a niche in which you become the expert. Read through Joe's piece for lots of insights into challenges of the new PR.