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Christina SchmitzAugust 5, 20102 min read

Driven by Content Part 4: Content & Brand [VIDEO]

Content marketing has become the great differentiator for businesses today, positioning organizations and individuals as leaders and innovators in their markets. Content marketing helps organizations make more personal and authentic connections, tell their brand story, support acquisition (leads) and build loyalty (retention). But, above all else, content marketing helps companies deliver more value than their competition.

In Part 4 of Driven by Content, PR 20/20 President Paul Roetzer talks with us about how your brand impacts content marketing, who should produce content for your company and how PR fits into the content marketing mix.

Part 4 - Content & Brand

The importance of brand in content marketing

Your brand is the foundation from which your entire marketing campaign is built. Your brand is defined by experiences and perceptions, and clearly identifies what makes your organization different. These differences are what fuel your content marketing strategy and help you craft the pieces that will truly connect with your audiences.

When it comes to developing copywriting and design content for your organization, it can be difficult to determine who is best suited for the job. Whether your content is produced internally or by an external partner, such as a freelancer or agency, your story should be told by professionals with the greatest understanding of your brand, buyer personas, your objectives and your market. These professionals will be solid and strategic copywriters, with the ability to develop useful, brand-driven and link-worthy content.

How PR fits into content marketing

Not only can content marketing differentiate your company, but it can also be leveraged to enhance communications and build relationships with target audiences. Content pieces can fuel media and blogger relations, and help generate website traffic, inbound links and leads.

How does content marketing impact your brand?

Content marketing is the lifeblood of your inbound marketing campaign. It can help boost search engine rankings, establish and strengthen relationships, enhance positioning and thought leadership, and build brand awareness, comprehension and loyalty.

You can contact Paul direct at, or connect with him on Twitter at @paulroetzer.


Check out brand-related posts on the PR 20/20 Blog, the PR 20/20 post The Business of Personal Branding and Junta42's post How Much Should Brands pay for Content Marketing?

Navigating the Driven by Content Series

Part 1: PR 20/20 Assistant Vice President Christina Capadona-Schmitz covers “What is Content Marketing?” and why it matters to today’s organizations (3:44).

Part 2: PR 20/20 Inbound Marketing Manager Laurel Miltner discusses online publishing and the idea of content & community, the role of social media in content marketing (8:55).

Part 3: Keith Moehring, who leads PR 20/20's search engine optimization efforts, talks about websites, content management systems, online publishing tools and how SEO can impact content marketing (8:42).

Part 4: PR 20/20 President Paul Roetzer shares the importance of your brand in content marketing, how content marketing is connected to PR and who you should trust to tell your story through content (7:06).

Part 5: PR 20/20 Content Services Manager Christy Barksdale ties it together, in planning your publishing strategy, giving your content legs on the web and furthering your leadership position through content curation (5:43).

Paul Roetzer is founder and president of PR 20/20, a Cleveland-based inbound marketing agency and PR firm. He can be found on Twitter @PaulRoetzer

Stay updated: Subscribe to the PR 20/20 blog, check us out on Facebook or follow the team on Twitter.