your content placed in established in your market and making them publications. Most pieces will need attractive as sources for reporters. some recasting to serve both content Published articles can also help your Your investment marketing and PR needs. But it’s PR team interest a reporter in a fuller should result in worth the effort. exploration of the topic—quoting content that has If you produce a well-researched your expert, of course. a life outside your white paper as a lead-generation Content marketing strategists own channels and tool, for example, you can extract the often advise people to think like powers consistent highlights in an executive-bylined a publisher (see page 3). That article. If you create narrative-style advice typically is geared toward PR results. customer case studies that illustrate building engagement with your successful problem-solving, you can own platforms (blogs, social media pitch them to trade publications channels, online magazines). But (minus the blatant product embracing a publisher’s mindset promotion) as well as feature them also means producing engaging, on your website or in your newsletter. substantive content that starts conversations, contributes to your Be a resource field or provides genuinely useful Additional exposure to people you information. That should result in might not be reaching otherwise content that has a life outside your is only one benefit of using own channels and powers consistent content as a basis for PR outreach. PR results. Bylined articles demonstrate your June 2016 executives’ expertise and knowledge, positioning them as thought leaders thinkshiftcom.com | Content marketing manifesto | 13