Content plays an important role in Digital PR. The Content Marketing Institute and Marketing Profs have produced two excellent reports on the state of content marketing in 2016.
The top content challenges in 2016 for BtoC companies are:
BtoB companies list them slightly differently:
So it’s not the lack of budget that’s the main concern for brands – it’s producing the right content consistently and figuring out what’s working.
These are precisely the skills needed by marketing and PR pros in 2016 and beyond. Judging by these reports, improving your Digital PR should be high on your list for 2016.