Some public affairs professionals pooh-pooh content marketing, even as they devour op-eds, letters to the editor and media coverage of their pet topics.
Content marketing has been embedded in public affairs DNA for a long time, becoming an essential tool to explain complex issues and demonstrate the consequences of action — or inaction.
White papers, proof of concept, legal analysis, third-party testimonials and financial audits are long-time public affairs staples. They have been augmented by SlideShare presentations, infographics and videos to tell your side of a story.
A critical principle of content marketing is producing material that attracts and sustains the interest of your target audience. When they do their jobs effectively, public affairs professionals zero in on what's important to a lawmaker, regulator or neighborhood group. They generate communications that answer the questions their audiences want answered.