Content marketing is an important piece of the PR puzzle because of the opportunities that owned content possess. While media relations offers endorsements from the press, which creates credibility, content marketing creates the ability to take brand messaging and translate it into valuable pieces of content that can live on your own channels – websites, blogs, etc. Content marketing helps promote your product or service, attracts consumers, and drives leads. In short, it is an ideal complement to media relations creates by driving authority and credibility in a client’s industry.