Upon completion of this course, participants will be able to:

• Differentiate between traditional PR and **Content Marketing** and understand their synergistic relationship.
• Develop a comprehensive **Content Strategy** aligned with the organization's business objectives and risk tolerance.
• Master the creation of a diverse editorial calendar that integrates earned, owned, and social media.
• Utilize **SEO and Keyword Research** to optimize PR and owned content for maximum visibility.
• Develop long-form content assets (e.g., white papers, research reports) that generate media coverage and leads.
• Map content assets to different stages of the customer journey and marketing funnel.
• Measure the performance of content beyond vanity metrics, focusing on engagement, leads, and conversion.
• Advise management on content governance and the maintenance of a consistent brand voice.

• Public Relations and Communications Managers
• Content Strategists and Marketing Professionals
• Digital Marketing and SEO Specialists
• Social Media and Community Managers
• Brand Managers and Executive Communication Directors

• Group Content Strategy and Editorial Calendar Development Workshop
• Case Studies on Companies Successfully Integrating PR and Content Marketing
• Individual Exercise: Mapping Content Assets to the Stages of a Fictional Customer Journey
• Hands-on SEO/Keyword Research and Content Optimization Scenarios
• Discussions on Content Governance and Maintaining Brand Integrity

Unit 1: PR and the Content Marketing Nexus

• Defining the content marketing lifecycle and its overlap with earned media strategy.
• Understanding how PR assets (data, spokespersons, credibility) fuel effective content.
• The shift from one-off press releases to a continuous, strategic **Content Stream**.
• Analyzing the four pillars of content quality: relevance, clarity, engagement, and consistency.
• Establishing content governance: roles, responsibilities, and approval processes.

Unit 2: Audience-Centric Content Planning

• Utilizing PR research (audience personas, sentiment analysis) for content topic generation.
• Developing a robust, multi-channel **Editorial Calendar** for owned media.
• Mapping content types (blog, video, infographic) to the buyer's journey stages (awareness, consideration, decision).
• Applying **SEO and Keyword Research** to ensure content discoverability.
• Strategies for identifying and leveraging trending industry topics and news hooks.

Unit 3: Content Creation and Repurposing

• Mastering long-form content: white papers, e-books, and definitive guides.
• Techniques for repurposing single pieces of earned media coverage into multiple owned content assets.
• Creating effective visual content briefs and working with design teams.
• The importance of case studies and customer testimonials as powerful third-party content.
• Developing a consistent and authentic brand voice across all owned channels.

Unit 4: Distribution and Promotion Strategy

• Strategies for internal content distribution and encouraging employee advocacy.
• Utilizing social media platforms for targeted content amplification and engagement.
• Applying email marketing principles to nurture leads with specific content assets.
• Integrating earned media placements and journalist mentions into owned content.
• Managing content syndication and partnership opportunities for wider reach.

Unit 5: Measurement, ROI, and Optimization

• Defining content marketing **KPIs** beyond page views (time on site, scroll depth, lead generation).
• Setting up tracking and utilizing tools like Google Analytics to measure content performance.
• Analyzing which content formats and topics drive the most earned media pick-up.
• Conducting content audits to identify gaps, underperforming assets, and opportunities for optimization.
• Reporting content performance and its contribution to marketing and sales goals.