Marketing Automation – Where PR and Marketing Collide

Marketing Automation Where PR and Marketing CollideWithin the past decade the public relations pro worked diligently and entirely separate from the marketing team. Today, that’s all changed. Every pillar of marketing and PR, from SEO to online ads, needs to be integrated for overall marketing success. How do you do that effectively? Marketing automation.

In most organizations, PR and marketing produces earned media and press releases, identifies trends, produces blogs and boosts an organization’s social presence. All of these items are extremely valuable assets. When coordinated and managed within an integrated, intelligent, responsive system, they can help every pillar get stronger.

The ability to publish freely and the explosion of social media channels creates a nearly unmanageable volume of work for marketers and PR professionals who are without a marketing automation solution. Here are three ways PR pros can contribute to overall success with marketing automation:

1) Feed the Insatiable Content Demand

The ability to publish freely and the explosion of social media channels creates a nearly unmanageable volume of work for marketers and PR professionals who are without a marketing automation solution. Here are three ways PR pros can contribute to overall success with marketing automation:

2) Repurpose for Further Reach

Turn radio interviews, news clips and press releases into blog posts, email newsletters or e-books that present the information in a new way. A radio interview can become a quick highlight feature in your next email newsletter. Talking points in a press release can be developed into in-depth tips or advice in an e-book. Spread your message further by offering content in a variety of formats.

3) Add a Personal Touch

Marketing automation offers the opportunity for more individualized approaches with PR initiatives. Personalize content to target consumers as individually as possible. For example, Progressive insurance company uses marketing automation to create customized webinars for their customers.

Marketing automation solutions help synchronize communication across the different pillars of marketing and make those pillars more complementary to one another. The tandem will result in more successful PR and marketing initiatives.

Want a marketing automation solution that is easy to use? Demo the new Vocus Marketing Suite today.