What is the difference between content marketing and traditional public relations?

The difference between content marketing and traditional public relations lies in communication channels, communication scope, communication speed and clarity. In practice, the two complement each other to do better.

One: Content Marketing

Content marketing is to transmit valuable and helpful knowledge owned by enterprises to users through effective ways and channels of knowledge dissemination.

(including product knowledge, professional research results, business philosophy, management ideas and excellent corporate culture. ) potential spread.

Give it to users, gradually form a cognition of corporate brands and products, and finally transform potential users into users.

This process is called content marketing.

Two: traditional public relations

Public relations, that is, public relations, are social relations between social organizations and the part of the public that constitutes their living environment and affects their survival and development. It is a science. In order to achieve a specific goal, an organization establishes good relations between employees inside and outside the organization and between organizations. According to Edward bernays's definition, public relations is a management function, and policies and procedures are formulated to gain public understanding and acceptance. It is a conscious management activity. The establishment of good public-private relations in an organization needs the planning of good public-private relations activities to implement and realize.

Three. Important Strategies Used in Content Marketing and Traditional Public Relations

(1) Press release/soft article release: implement online public relations by sending news on the organization's own website, influential portals or combining traditional media. When releasing news through traditional media, we should pay more attention to establishing friendly relations with journalists. The principle is honesty, which becomes an effective source of information that journalists can rely on, because it is easier for journalists to find out whether the information published by organizations is true or not by using the Internet.

(2) Forum marketing: Forum is a widely used information exchange tool on the Internet, and it has a special public relations communication function whether it is open browsing or strictly managed remote login. The first is the information publishing function. Both organizations and audiences can publish information through BBS. Secondly, non-real-time discussion function. Organizations can write articles for the information to be published, and then publish them in the corresponding discussion area of BBS in a more organized and complete way. Finally, there is the function of real-time discussion. Organizations can communicate with the public in real time in the "chat area" to narrow the distance between organizations and the public. A piece of news has been kept in the news database of the forum for a long time. Choosing to publish news in forums related to the organization may bring benefits for several years.

(3) Newsgroups: Newsgroups gather people with the same topic to discuss, comment and analyze issues with the same interests. Newsgroups can establish and consolidate the relationship between organizations and new and old customers, carry out market research needed for public relations, and prevent and control crises through information monitoring. At present, newsgroups have become the most important channel in international public relations communication.

(4) E-mail: Personalized E-mail will increase the human touch and realize one-to-one communication.