As media continues to evolve, how brands grow their presence also has evolved. For years, most businesses relied mainly on traditional Public Relations (PR) solutions to improve brand awareness in channels such as newspapers, magazines, and television.  

However, in the increasingly digitised world that we live in, many sectors have had to advance with the times including PR. This means that brand awareness efforts are now shifting towards online news sources, blogs, and websites. 

Then, another player entered the digital space; content marketing. Whether you’ve realised it or not, it’s almost certain that you’ve come in contact with it in one form or another, most likely on a resource page, blog post, infographic or social media post. 

So what’s the difference between digital PR and content marketing? If there is any? The short answer is yes. This post discusses what exactly each is and the main differences between the two. 


What is Digital PR?

Digital PR is about creating content that tells stories that journalists will want to cover and link to which will support a business’s SEO strategy.

Digital PR is creating linkable assets and promoting these to relevant journalists and publications to encourage them to write about this specific content and link to it. 

It’s important to note that for digital PR to be successful, creating engaging ideas that journalists want to cover is essential.

Digital PR specialists make use of a wide variety of tactics to improve a client’s online presence which includes

  • Creating and outreaching content
  • Building relationships with journalists and bloggers to generate press coverage and links
  • Ensuring press releases and pitch emails are optimised with relevant links back to a client’s website. 
  • Influencer marketing and blogger outreach to achieve brand mentions on prominent social media accounts and blogs


What is Content Marketing?

Content Marketing has never been more important in today’s climate, as customers have come to expect high-quality, consistent content from brands.

Like Digital PR, Content Marketing concentrates its efforts on improving brand awareness, but how this goal can differ greatly.

Content Marketing involves the creation and sharing of valuable, relevant and consistent online content such as blogs and social media posts that do not directly promote a brand but are instead intended to stimulate public interest in its products or services.


Content marketing is important as provides businesses with a competitive advantage and the statistics support this. For instance, businesses with blogs get 67% more leads than other companies.


There is a range of different types of Content Marketing which include:

  • Blog posts
  • Infographics
  • Videos 
  • eBooks
  • Case studies
  • Checklists
  • Testimonials and reviews
  • Guides and how-tos
  • Memes


What are the main differences between Content Marketing and Digital PR?

In today’s digital landscape, the difference between Digital PR and marketing is becoming increasingly blurred. 


However, the main difference between Content Marketing and Digital PR is that Content Marketing strategies are focused on increasing a brand’s sales of its products and services to the right audience at the right time.

Digital PR, however, focuses on the online marketing strategies used by businesses to increase their online presence. Digital PR agencies outreach to journalists, bloggers and influencers, to gain high-quality backlinks and social media mentions, which will in turn improve brands SEO.

Digital PR and Content Marketing also measure success differently.

In Content Marketing, a successful campaign generally means an increase in sales and the achievement of a business’s short-term goals. 

Conversely, in Digital PR, a successful campaign means positive media exposure,  increase in website traffic and online visibility. Many people responding to the brand’s messaging, and helping the company reach its long-term goals.


What are the similarities between Content Marketing and Digital PR?

Despite the differences in methods of Digital PR and Content Marketing, both have shared goals. When implemented correctly, both share goals such as:


  • Reaching a defined target audience
  • Creating/sharing media that captures the attention of the public
  • Increasing brand awareness
  • Generating new leads
  • Generating relationships between industry experts/influencers


Final thoughts

We hope that we have provided you with an overivew of the differences between Digital PR and Content Marketing. If your looking for Digital PR and Content Marketing services be sure to browse our services.

Shout Bravo’s Digital PR services will get you in front of the right people, using appropriate procedures and at the right time. Our online marketing strategy increases your online presence, which has never been more important for your brand in today’s climate.

We take care of the whole process, from campaign ideas to content creation and outreach. Shout Bravo is here to create great content that you and your customers will love.