Just one in ten marketers will use Digital PR to amplify the power of content marketing this year despite the vast majority claiming that brand awareness will again be a primary KPI, a new study from Zazzle Media has found.
The third annual “State of UK Content Marketing Survey” found that 25% of brands are set to jettison offline PR activity entirely, while few will leverage Digital PR during the next nine months. Zazzle Media noted that a failure to consider the positive impact of PR activities could undermine the efforts of marketing teams across various industries.
In a statement, Zazzle Media’s Managing Director Simon Penson said that their latest findings highlight an “apparent disconnect” between the goals and objectives that content marketers want to achieve and the tactics they are willing to use to achieve them.
A quarter of the marketers surveyed said that they will use content distribution to reach and engage with new audiences, but the absence of any Digital PR efforts could make this a more difficult task than it would otherwise be.
Penson said that PR makes it possible for you to control narratives and become involved in industry conversations in which you would otherwise be unable to participate. He said that a perk of creating Digital PR campaigns is that they often have linkable assets that could end up being cited within media coverage.
He added: “2019 is shaping up to be an exciting year for content marketing, and Digital PR could be the key to giving your brand new audiences and visibility.”