“A lot of trend spotting you need to do at niche level with bloggers,” Sullivan says. “It’s not always about eyeballs and impressions.”
According to the Content Marketing Institute, the biggest goals of content marketers are brand awareness, thought leadership and engagement with community.
“That’s really at the heart of what PR does,” Sullivan says. “As we look at ways to amplify content, we need to go away from just the traditional press release and pitching the media and find ways to connect with our end users.”