Tag: Press Coverage


MUSKLY-Public-Relations-Content-Marketing

 

 

Content marketing and PR goals often intersect, creating powerful opportunities for brands to amplify their message. This article explores various types of content that effectively support PR objectives, drawing on insights from industry experts. From evergreen content to thought leadership pieces, discover strategies that can enhance your brand’s visibility and credibility in the media landscape.

 

  • Create Insight-Driven Evergreen Content
  • Publish Founder-Led Opinion Pieces
  • Respond to Industry Shifts with Thought Leadership
  • Announce High-Profile Client Partnerships
  • Challenge Assumptions with Thought-Provoking Content
  • Expand on Press Coverage with In-Depth Articles
  • Conduct Original Research for Media Attention
  • Enable Authentic Employee Storytelling
  • Showcase Client Success Through Case Studies
  • Develop Credibility Anchor Content Strategy
  • Align Content and PR for Compounding Visibility
  • Create Search-Optimized Resources for Journalists
  • Produce Data-Backed Insight-Driven Thought Pieces
  • Strategically Distribute Timely Thought Leadership Content
  • Craft Authority-Backed Opinion Pieces for Media
  • Leverage Visual Case Studies for PR Credibility
  • Use Thought Leadership to Fuel PR

 

Create Insight-Driven Evergreen Content

 

One way I use content marketing to support PR goals is by creating insight-driven, evergreen content that positions the brand or client as a subject matter expert — content that journalists, bloggers, and industry platforms can reference or quote directly.

 

The most effective type of content I’ve found for this purpose is data-backed thought leadership, such as:

 

  • Industry trend breakdowns
  • “State of the Market” reports
  • Case studies with measurable results
  • Expert opinion blogs that answer timely questions

 

For example, when promoting a digital out-of-home (DOOH) advertising campaign we ran in Warsaw, we created a blog post titled:

 

“How 3D DOOH and Meta Ads Combined to Drive Footfall for Retail Brands in Poland”

 

It included visuals, campaign metrics, and real-world insights, making it highly attractive to local media and marketing publications.

 

That post became the basis for a feature in a regional advertising magazine, and it was later cited by a marketing journalist covering outdoor innovation trends. It also helped build backlinks, improved SEO, and gave our PR team a content asset they could confidently pitch to editors.

 

Why it works: Journalists are always looking for credible, useful sources. If your content already answers the questions they’re writing about — with evidence, relevance, and authority — you make their job easier and your pitch far more likely to succeed.

 

In short, good PR starts with PR-ready content — not press releases, but value-first pieces that earn attention.

 

Maksym Zakharko, Chief Marketing Officer / Marketing Consultant, maksymzakharko.com

 

Publish Founder-Led Opinion Pieces

 

We use founder-led opinion pieces as both content marketing and PR fuel. Publishing strong, original takes on industry shifts builds authority and creates material journalists can quote or link to. These articles often spark inbound media interest and give us assets to reference in outreach. Thought leadership, when backed by genuine insights, consistently earns more attention than traditional press releases.

 

Bryan Philips, Head of Marketing, In Motion Marketing

 

Respond to Industry Shifts with Thought Leadership

 

One way I use content marketing to support PR goals is by publishing thought leadership pieces that media outlets can reference or repurpose. Instead of pitching cold, I let the content do the introduction. It builds authority and gives journalists something solid to work with. The most effective type of content for this has been opinion-backed articles that respond to timely industry shifts. When it’s relevant, researched, and just bold enough to spark curiosity, it creates a natural bridge between visibility and credibility.

 

Bhavik Sarkhedi, Founder & Content Lead, Ohh My Brand

 

Announce High-Profile Client Partnerships

 

We effectively use content marketing to support our PR goals by directly announcing significant client wins and new partnerships. For instance, when an agency like ours secures a high-profile client such as Sea Shepherd Australia, similar to our recent appointment, we’d craft a press release or news article detailing the partnership. This public announcement highlights our agency’s growing portfolio and ability to attract major organizations.

 

The most effective content type for PR in this context has proven to be official client win announcements or partnership news. These pieces are concise, newsworthy, and showcase our agency’s credibility by association. 

 

By disseminating these announcements through relevant industry platforms and social media, we generate positive media attention and establish our reputation, directly boosting our agency’s public profile.

 

David Pagotto, Founder & Managing Director, SIXGUN

 

Challenge Assumptions with Thought-Provoking Content

 

One way we use content marketing to support PR goals is by creating opinion-led content that ties into timely industry trends. We then repurpose those insights into outreach hooks for relevant publications. This approach builds credibility from the ground up. Instead of pitching cold, we let the content do the heavy lifting by demonstrating expertise first.

 

The most effective type of content is thought pieces that challenge assumptions. I practice what I preach and published an article on why “SEO packages are dead.” It sparked strong engagement, led to podcast invitations, and was later quoted in a trade publication. It wasn’t written for algorithms; it was written for people, which made it much easier for PR teams to pitch and share.

 

Tom Edwards, Founder, Bit Quirky Consulting

 

Expand on Press Coverage with In-Depth Articles

 

The best way we use content to support PR is by publishing thought-leadership articles that expand on the stories we’re pitching. If we’re featured in a piece about industry trends, we’ll follow it up with a blog post that dives deeper into our take. That way, when people search for us after seeing the coverage, they don’t just land on a product page; they find context, credibility, and a point of view.

 

The content that works best for us is anything that answers a real question. Not sales fluff, but clear, useful content. We’ve seen the most engagement from posts that break down lessons learned, behind-the-scenes stories, or honest takes on something we tried. It gives journalists something to reference and gives readers a reason to stick around after the press hits.

 

Matias Rodsevich, Founder & CEO, PRLab

 

Conduct Original Research for Media Attention

 

Original research and data are content gold for marketing and PR efforts. If you can conduct your own experiment or study, you’re much more likely to get mentioned in larger publications. This approach requires a serious investment of time and energy and isn’t guaranteed. However, it’s the best way to stand out in a crowded space with a lot of cookie-cutter content. Rand Fishkin and SparkToro are the gold standard for putting this into practice. They regularly publish original findings that get press coverage across the industry.

 

Robert Carnes, Marketing Director, GreenMellen

 

Enable Authentic Employee Storytelling

 

Content marketing only supports PR if it’s worth sharing. That’s why we focus on enabling employees to tell the story without sounding like a press release. Leadership content performs best because it’s personal and feels real. People aren’t looking for polish. They’re looking for honesty.

 

Bradley Keenan, Founder and CEO, DSMN8

 

Showcase Client Success Through Case Studies

 

One of the best PR angles we use involves highlighting our new client wins and collaborations. When we start working with a new client or begin a big partnership, we prepare and put out a press release.

 

This helps us in a few ways: it tells people we’re growing and reaching more businesses, shows we can attract and work with different companies, and quietly points out that other businesses trust what we do.

 

To support this PR goal, we’ve found that client success stories, presented as case studies, are the most helpful type of content.

 

These case studies go into detail about problems a client faced, the solutions we gave them, and the real results they got.

 

Shantanu Pandey, Founder & CEO, Tenet

 

Develop Credibility Anchor Content Strategy

 

We once worked with a fintech client trying to break into national media. We developed a research-backed guide on Gen Z investing trends using original customer data. This piece wasn’t just blog filler; it became the cornerstone for three press releases, two podcast guest appearances, and a feature in a mid-tier finance publication.

 

To accomplish this, we used a Credibility Anchor Content strategy to support PR goals by creating assets that journalists and publishers actually want to reference, not just read.

 

The type of content that has worked best for us is research-driven, insight-rich, and packaged with quotable soundbites. Most brands chase media mentions with cold emails, but we’ve found it’s far more effective to reverse the process: create something worth quoting, then build the pitch around that.

 

Jock Breitwieser, Digital Marketing Strategist, SocialSellinator

 

Align Content and PR for Compounding Visibility

 

Content marketing and PR should work in lockstep, not in silos. One of the most effective ways I align the two is by creating data-driven, authoritative content that positions the brand as a thought leader. This gives PR teams a strong foundation to pitch from, while organically building credibility and backlinks.

 

For example, publishing educational, SEO-optimized articles on timely or misunderstood topics — like tax-free retirement strategies or cash value life insurance — not only drives search traffic but also earns citations from journalists and financial bloggers looking for expert insights.

 

The most effective content type?

 

Evergreen explainers backed by real data or expert analysis. These serve as anchor assets for press outreach, partner collaborations, and social amplification. When done right, one strong article can fuel multiple PR placements, podcast invites, and speaking opportunities — creating a compounding visibility effect.

 

In short: your best PR starts with content that’s actually worth sharing.

 

sebastien Antoine, Marketing & Operations, The Policy Shop

 

Create Search-Optimized Resources for Journalists

 

One way content marketing supports PR goals is by creating high-quality, search-optimized articles that align with what journalists are already researching. When a piece ranks well for relevant keywords and includes original insights or data, it naturally becomes a source. Instead of pitching stories, the content does the outreach on its own because journalists come across it during their background research. This has led to organic mentions and backlinks from reputable outlets without sending a single cold email.

 

The most effective content type has been long-form blog posts that break down complex industry questions in a clear, credible way. These usually include proprietary data, expert quotes, and a fresh angle on familiar topics. They’re built like resources, not sales pitches, which makes them more likely to be cited. Over time, this builds domain authority and helps position the brand as a go-to source. Because of this, future outreach becomes much smoother. It’s a compounding strategy where the more useful the content is, the more PR opportunities it ends up generating.

 

Josiah Roche, Fractional CMO, JRR Marketing

 

Produce Data-Backed Insight-Driven Thought Pieces

 

One powerful way we use content marketing to support our PR goals is by creating data-backed, solution-oriented blog content that aligns with trending industry discussions. This type of content serves a dual purpose: it attracts organic traffic while also acting as a resource PR partners and journalists can reference or link to.

 

The most effective type of content we’ve used is what we call “insight-driven thought pieces.” For example, we published a blog post titled “Why Exam Dumps Are Still a Grey Area in Cloud Certification — But Learners Keep Searching for Them.” It was timely, controversial, and backed by real search data and user behavior patterns we observed on our platform.

 

This type of content gave PR teams something solid to pitch — it wasn’t just promotional, it sparked a conversation. Several industry blogs and LinkedIn influencers picked it up, quoting our findings and linking back to the original post. That not only boosted our domain authority but also positioned us as a voice with insight — not just a vendor with products.

 

Kaushal Kishor, CEO, Clearcatnet

 

Strategically Distribute Timely Thought Leadership Content

 

One powerful way I use content marketing to support PR goals is by aligning thought leadership content with timely industry narratives and distributing it strategically across multiple channels.

 

PR and content marketing are no longer siloed. I treat every piece of content as a potential PR asset — whether it’s a blog post, an op-ed, or a podcast episode. For example, when a major regulatory update or trend surfaces in the industry, I develop an in-depth explainer or an expert reaction article from our brand’s perspective. This positions our brand not only as reactive but as a proactive voice in the conversation.

 

By doing this, we don’t wait for media mentions — we create the narrative that others want to cite.

 

The most effective content type I’ve used in this strategy is long-form, insight-driven blog posts or thought leadership articles. These serve multiple PR functions: they’re highly shareable with journalists, quotable for media pieces, and build our brand authority over time. When done right, they also become evergreen assets that organically rank in search and continue supporting credibility long after they’re published.

 

What makes them particularly powerful is their versatility. I can repurpose them into press pitch angles, LinkedIn posts, industry newsletter features, and even talking points for spokesperson interviews. It’s a high-return investment in both reach and reputation.

 

Ultimately, content marketing becomes a PR multiplier when it’s not just about traffic but about influence, and the most effective content is that which elevates your brand as a trusted voice, not just a source of information.

 

Md Forhad Hossan, Website content writer, Forex Prop Firms

 

Craft Authority-Backed Opinion Pieces for Media

 

One powerful way I use content marketing to support PR goals is by creating data-backed, story-driven thought leadership content that’s designed for media pickup and syndication. This bridges the gap between traditional PR and digital content strategy — giving journalists, bloggers, and niche publishers something newsworthy and link-worthy to reference.

 

For example, I often create original research reports, industry trend analyses, or expert prediction pieces, which not only boost SEO and engagement but also serve as PR assets. These pieces are pitched to media outlets, repurposed into LinkedIn carousels or infographics, and sometimes supported by digital press kits to make it easier for editors to cite and feature.

 

The most effective type of content I’ve consistently seen work is “authority-backed opinion pieces” — content that blends expert insight, quotes from internal leaders, and real-world case examples. They’re authentic, timely, and give journalists a credible angle to work with, often leading to organic mentions, backlinks, and interview requests.

 

In short, when your content feels like news, PR happens more naturally.

 

Dipika Jadwani, Sr. Digital Marketing Manager, Dipika Jadwani

 

Leverage Visual Case Studies for PR Credibility

 

To support PR goals, I use thought leadership blog content as a foundational asset. Creating in-depth, data-backed articles positions me as an expert, making journalists more likely to quote and link to my insights. For example, publishing well-researched pieces on AI’s impact in marketing has led to multiple media features and backlinks that boost both credibility and SEO.

 

The most effective content type? Actionable case studies. These provide real-world proof of success, which resonates strongly with both journalists and potential customers, fueling PR and lead generation simultaneously.

 

Nick Jain, CEO, Content Hurricane

 

Use Thought Leadership to Fuel PR

 

For PR, I utilize content marketing to preload credibility long before the press releases are sent. One of the most effective strategies for me is having a series of behind-the-scenes visual case studies, particularly from major trade shows and brand builds.

 

We document every project with video reels and photo-based breakdowns segmented into short-form content, which are typically 30-second vertical clips depicting booths being built, sites time-lapsed, last-minute saves, or design pivots. Their value goes beyond portfolio; they represent proof of work executed under pressure beyond what PR can communicate about our work.

 

When we pitch our services to editors or analysts, we don’t simply tell them that we built a 20×40 custom booth for a climate tech startup. We show how we responded to fire code situations the night prior or met storm surges by defining the integration of their demo into a spatial story. The claims that we make are supported with these stories published on site and social channels that we can access for clients. This made it feel like our PR placements were earned, not simply asserted.

 

Using first-person builder narratives and short visual stories has served me very well. It creates a sense of humanity in our work and sets the table for media stories that connect to action.

 

Jamilyn Trainor, Owner and Senior Project Manager, Müller Expo Services International