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The practice of public relations is about influencing public opinion and guarding reputation. Content marketing is focused ultimately on outcomes like lead generation and sales.

In terms of the old marketing funnel describing the different stages in the buying cycle construct (awareness, consideration, preference, choice) PR is arguably more “upper funnel” because it builds awareness and reputation. Content marketing is positioned deeper within the cycle, in the realms of consideration and choice.

Sarah Skerik

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