How to Use Content Marketing to Generate Engagement and Coverage  White Paper Released

New Vocus resource outlines how PR practitioners can drive engagement and earned media through content marketing

Vocus, Inc., a leading provider of cloud-based public relations and marketing software, today published the  How to Use Content Marketing to Generate Engagement and Coverage  white paper. Using the resource, public relations (PR) practitioners will learn how to use content marketing to initiate and build relationships with customers and media, leading to increased awareness, coverage and leads.

Content marketing is not a realm exclusive to inbound marketers. PR professionals can leverage the practice to increase media coverage, website traffic, impressions, social media mentions and engagement rates. These metrics are directly tied to achieving greater return on investment (ROI).

 Content marketing is more than just an inbound marketing tool,  said Vocus Senior VP of Marketing and Product Management Mark Thabit. “Smart PR pros are using it to drive engagement and media coverage. Integrating content marketing into media outreach and social campaigns can drive better results across the board. Looking for multiple ways to reach your audience is key to getting the most mileage out of your work.”

The white paper includes key  how-tos  that will help you:

  • Create content that entertains, visually engages and informs
  • Determine the ROI of content marketing generated for PR goals
  • Optimize content for customers and the media
  • Amplify content marketing on multiple channels
  • Develop a content marketing ecosystem that bridges the PR and marketing teams

Vocus   How to Use Content Marketing to Generate Engagement and Coverage  white paper is available here.

About Cision
Cision is a leading global media intelligence company, serving the complete workflow of today s communications, social media and content marketing professionals. Offering the industry s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has over 100,000 customers worldwide and maintains offices in Canada, U.K., France, Germany, Portugal, Sweden, Finland and China. For more information, visit or follow @Cision on Twitter.