As the primary storytellers in your organization, it would make sense that PR executives would own the strategy and the budget for their company’s content marketing initiatives. Why, then, is that so rarely the case? According to the Content Marketing Institute (CMI), the ownership of the content marketing function still lies overwhelmingly in the hands of marketing, not PR. But the CMI also reported in its 2014 survey that only 42 percent of content marketers feel like their programs are effective.
This presents a significant opportunity for PR professionals to add value to their brands and organizations and take control of a budget that 60 percent of organizations plan to boost in 2015, per CMI.