Producing Content To Your Hearts Content

Content, content, content!

This post we explore the different types of content and how to produce it in the changing world of online platforms.

You may ask how this affects PR, but trust me you’ll understand soon enough!

Wait…There’s More Than One Type of Content?

But first, do we know what content really means? What is it?

The Business Dictionary defines content in three terms relating to PR:

  1. Text matter of a document or publication in any form. Content is both information and communication: the sum total of the freshness, readability, relevancy, and usefulness of the information presented, and the manner in which it is presented.
  2. Essence of a communicated message or discourse, as comprehended or received by its intended audience.
  3. Glue’ that makes a website ‘sticky’ makes visitors return, and keeps them from leaving.

So now we know what it is, let’s look at the main types of content relating to PR.


Content relates to a ‘broad range of communication forms that effectively market your message and help customers find the information they’re looking for’ (Eyesight). You may use or look at some of these types in your everyday life routine!

But let’s look at the type of content produced within those:

Created Content – Created and owned by company.

Blogs, videos and particular websites are good examples of created content. Check out this example of a created content blog on Meltwater about PR blogs.

Commissioned Content – Solicited from other influences.

For example The SBS Network allows groups to submit proposals to produce commissioned content. See here to view their commission site.

Curated Content – From trusted third parties.

Curated content relates to curating information of a particular topic. Good examples of curated content are sites such as The Huffington Post or BuzzFeed.

(Wilson, R. 2013, ‘Content frameworks: Using content to achieve marketing communications goals’)

Just When You Thought You Knew it All…

The traditional concepts of producing and distributing content is ever-changing, especially in the digital age of technology. The rise of technology sees content travel and reach more people faster than ever before through global newsrooms. What are some new aspects to content production and distribution?

Social Media can also work as a platform for PR content. Now you think about it there are so many different ways created, commissioned and curated content appears in our routine social media updates.


Media releases are also adapting to online with the term ‘social media releases.’ Social media releases are online and give PR the opportunity to distribute information instantaneously using sharing tools and scannable codes online. Check out this post from Ragan’s PR Daily for examples of social media releases.

But What Makes GOOD Content?

Good content depends on what audience you are targeting, what platform you are using and what topic you are discussing. But in general there are characteristics of content that make for informative and interesting reading by your audiences.

Cheryl Conner of Forbes discusses the aspects of good content in business and PR:

  • It Engages
  • It Provides Value
  • It Shares Practice (or Business) Culture
  • It Boosts Clout
  • It Demonstrates Passion
  • It Strengthens Relationships

Read more of this article on Forbes.

Wait, How Does this Relate to PR Again?

Back to what this blog is about… PR!

It is important to understand content as PR practitioners as our role involves producing various types of content for our organisation or individual. We have aspects we want to highlight, target audiences to reach and many platforms to use to reach them. The more you know about different content and platforms the easier it is for you to tailor your PR work for your role.

Does that make sense? Content, content, content, you can never have enough!


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