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How to Build Content Marketing Collaboration Among PR and SEO Teams

Collaborate on Ideas First, Then Execute. Often, PR experts and SEO teams will cooperate, but the results they get are suboptimal. This is because they have different tactics to determine what content to produce and promote, and different measures of success.

Public relations (PR) experts may be focused on current trends, while content marketers and search engine optimization (SEO) experts may be focused on keywords with high search volume. Both of these tactics are effective, and if you combine them, you can produce even greater results. The normal process is for a content creator to produce articles, videos, and other content, and then for the PR expert to figure out how to promote it.

Instead, the PR manager and the content creator or SEO team members should meet to discuss the outcomes they want, such as total impressions, keyword rankings, and the audiences they want to reach. Then, they should collaborate on ideas that draw from each of their areas of expertise. After that, they can produce the content and marketing plan in parallel, to maximize their results.

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Dennis Consorte
Dennis Consorte

I work at Consorte Marketing as a fulltime content strategist, digital marketing and operations consultant for a handful of clients. I am also a digital marketing expert at I often build teams to execute on these strategies, and agile frameworks for workflows, inspired by Scrum. I work to improve my leadership and communication skills, including periodically re-centering myself, and helping others to find purpose in their work. Dennis Consorte

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