Wanted: Content Strategists With PR Savvy

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Marketers and PR professionals keep hearing the drumbeat of content marketing and see new career opportunities. But it takes a great content strategist to pick up on this beat and produce the right kind of content for the right channel.

"Content strategist" is the overarching job title for all the new roles opening up for PR and marketing professionals. Joe Pulizzi and the Content Marketing Institute provide a nice graphic here breaking down some of the new roles for marketers. Some of them could easily be filled by PR pros who see their future in content strategy.

Chief Content Officer/Managing Editor/Channel Master: If you've got experience in media relations, you know all about consistent messaging across channels, and you also know how to craft a great press release. The skills can be a foundation for your move toward content strategy. To see just how far this can be taken, check out the Coca-Cola Journey site, led by Ashley Callahan, manager, digital and social media communications, for the Coca-Cola Company (Callahan will be discussing content strategy and brand storytelling at PR News' Writing Boot Camp on Aug. 5).

Chief Listening Officer/Director of Audience: Content strategists say there's no such thing as a fixed strategy—the only way to produce content that gets shared is to test and refine, test and refine. PR professionals have long had the responsibility of listening to what stakeholders are saying about their brand. Two-way communication is already in their DNA.

Influencer Relations: Joe Pulizzi says it best: This is the role formerly known as media relations. Pitching stories to influential journalists won't go away. It'll be just one aspect of targeting content to influencers and managing those relationships.

Image: Content Marketing Institute

Follow Steve Goldstein: @SGoldsteinAI