Yes and no. Content marketing and PR have both evolved.

No matter what you call it, great PR has always been built from great content. And with content creation now a key, (if not the primary), SEO-building strategy, the line between content marketing and what we think of as traditional PR has blurred.

The goals, tactics and, more often than not, the actual content itself overlap between the two functions. Yet there are key differences between PR and content marketing that, when used to complement each other’s strengths, will drive better results.

The Similarities:

Telling a story. At the core, we’re talking about two types of storytelling vehicles. Whether you’re sharing stories through news releases, pitches, blogs or Tweets, non-paid publicity is being earned, not bought, which has always been PR’s bread and butter. By putting great content on your site, you’re also telling the story of who you are and what you have to offer.

Using the media to build awareness. PR professionals specialize in getting third-party media, social networks or outside influencers to communicate your messages. Content marketers focus more heavily on their own customized materials and websites. By doing so, content marketing turns your website into a medium in and of itself.

Promoting a brand. The ultimate goal of PR isn’t to create links and chatter, it’s to promote and sustain brand awareness and credibility. Content marketing is also an essential tool for promoting your brand. By creating content that’s legitimately valuable, you’re demonstrating your credibility while promoting your offerings.

The Differences:

Measuring results. PR campaigns are generally measured in terms of placements, mentions and impressions. But content marketing has a different set of metrics that for now, at least, more closely align with SEO analytics. In the future, however, there’s no doubt PR results will be more in sync with your analytics as well.

Controlling the content. Content marketers have complete control over what they choose to write, publish and share with readers. But PR professionals must work with gatekeepers. It’s up to a third party to publish and share your message with the public, which conveys an added degree of objectivity.

Ultimately, content is king in any long-term brand-building strategy. Regardless of whether you call it PR or content marketing, the quality of what you say will always make a stronger impression than how you say it.