PR & Communications Agencies Content Marketing Strategy
A content strategy for PR agencies should center on media placement/coverage pages and industry-specific PR pages — not a generic blog. The single most common mistake in this category: listing generic "press coverage" claims with no linkable, verifiable placements, which is the exact thing a skeptical marketing director checks first.
What to actually publish
The content types that do real work for PR agencies:
- media placement/coverage pages
- industry-specific PR pages
- service pages (crisis comms, media training, launches)
- case study pages with real placements
What order to publish in
Start with whatever answers "have they actually placed clients in the outlets we care about, in our industry" — that's the highest-intent, most-searched content this subject has. Build out the rest of the page types after that foundation is solid, not before.
The trap most competitors fall into
Listing generic "press coverage" claims with no linkable, verifiable placements, which is the exact thing a skeptical marketing director checks first — avoiding this alone puts a site ahead of most of the category.
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