The silos of traditional organizational department structures are crumbling. There has been a welcomed shift in strategic thinking, emphasizing collaborative work circles and interdepartmental teams. Not only does it make sense from a tactical standpoint, the collaboration between two key departments – marketing and customer service – is essential.

Has your marketing and communication team identified the role content marketing plays in your public relations strategy? Producing relevant content that positions your business and its leaders and industry experts, along with collaborating with influential partners, can have a profound effect on your ability to expand reach, expand relationships and strengthen your brand. Part one ofNotable Ways Content Marketing is Making an Impression on PR focused on collaborative content – specifically guest blogs, influencer outreach and establishing partnerships. In part two, the focus shifts to four additional key areas that can improve your brand’s PR evolution and content marketing integration.

While some marketers may have not yet recognized the profound effect content marketing is having on public relations, others are noticing the natural extension both functions form in relationship with one another. Acontent marketing strategy should be representative of your brand and voice, convey your business’ main principles, all while being entertaining, useful and relevant. If you are a PR professional, do these objectives sound much different from the work you are doing to communicate how your business is making an impact on your industry? The bottom line is, both functions of content creation and PR are built on the foundation of establishing relationships and motivating others to become ambassadors for your brand. Check out these key impressions that content marketing has made, and will continue to make on PR: