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40+ Resume Objective Examples to Help You Craft Your Own

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40+ Resume Objective Examples to Help You Craft Your Own

With only six seconds to grab a recruiter’s attention, conventional wisdom might tell you to cut right to the chase when you write your resume. A lot of people say a resume objective just wastes precious space. But if you craft it in a way that highlights your qualifications, skills, and fit for a role, an objective can actually enhance your resume by giving recruiters a sneak peek of your background that prompts them to keep reading.

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In this post we’ll teach you how to leverage a resume objective to your advantage as well as share some examples to help you craft your own.

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When to Use a Resume Objective

Including a resume objective, sometimes called a professional summary, in your resume gives the prospective employer a snapshot of your background and talent. They’re the perfect place to specify what you bring to the table for the role you are applying for. As a general rule, you should use a resume objective when you are targeting a specific position or are early in your career with little work experience.

Adding a resume objective is also especially helpful if you are changing careers or industries. It can give context to your transition and how your transferable skills are the perfect fit for the company, despite being new to the industry.

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How to Write a Resume Objective

When recruiters read your resume, they want to know three things about you:

  • Are you qualified for this job?
  • Have you made an impact on your company in your current or previous roles?
  • How will you make an impact on our company in this specific role?

If you can give them a clear and concise preview of these three answers within the first few lines of your resume, they’ll start thinking about your potential as an employee at their company. This’ll also give them a positive first impression of you and make them read the rest of your resume to confirm that you’re their best-fit candidate.

Pro tips:

  • Keep it short: Objectives should be 1-3 sentences max.
  • Be specific: Get specific about the role you are applying for, your skills, and how those skills and what impact those skills will have on the organization.
  • Tailor it: Your resume objective should be tailored to fit the role or company you are applying to.

To show you how to craft a compelling resume objective at any stage of your career, we’ve provided some resume objective examples that anyone from a recent graduate to a proven professional can use. We’ll also break down the structure of each resume objective to give you a more concrete understanding of writing a gripping resume objective.

Good Resume Objective Examples

1. The Recent Graduate

Recent double major in English and Economics from Pomona College who has completed four content marketing internships in the MarTech space. Used creative and analytical skills to craft compelling content and refine content marketing strategies. Seeking a position as a Junior Growth Marketer to help HubSpot scale freemium marketing efforts and boost free product signups.

Structure:

Are you qualified for this job?

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Recent double major in English and Economics from Pomona College who has completed four content marketing internships in the MarTech space.”

How have you made an impact during your current or previous roles?

Used creative and analytical skills to craft compelling content and refine content marketing strategies.”

How will you make an impact on our company in this specific role?

Seeking a position as a Junior Growth Marketer to help HubSpot scale freemium marketing efforts and boost free product signups.”

2. The Ambitious Entry-Level Worker

Ambitious associate marketing manager with two years of experience strategizing and executing lead generation campaigns. Spearhead Sigstr’s co-marketing program and drove a 25% increase in program leads last year. Seeking a position as Marketing Manager of the Lead Optimization team at HubSpot to optimize blog lead generation strategy.

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Structure:

Are you qualified for this job?

Ambitious associate marketing manager with two years of experience strategizing and executing lead generation campaigns.”

How have you made an impact during your current or previous roles?

Spearhead Sigstr’s co-marketing program and drove a 25% increase in program leads last year.”

How will you make an impact on our company in this specific role?

Seeking a position as Marketing Manager of the Lead Optimization team at HubSpot to optimize blog lead generation strategy.”

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3. The Career Switcher

Experienced journalist considering a career switch to content marketing. Spent five years digging up and breaking stories about business and technology for The Boston Globe. Hoping to apply my grasp of journalism and storytelling as a Staff Writer to strengthen HubSpot’s thought leadership in the MarTech space.

Structure:

Are you qualified for this job?

Experienced journalist set on making a career switch to content marketing.”

How have you made an impact during your current or previous roles?

Spent five years digging up and breaking stories about business and technology for The Boston Globe.”

How will you make an impact on our company in this specific role?

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Hoping to apply my grasp of journalism and storytelling as a Staff Writer to strengthen HubSpot’s thought leadership in the MarTech space.”

4. The Middle Manager Who Wants to Make it to the Top

Savvy marketing manager with five years of experience crafting social media videos, developing social video strategy, and optimizing social media advertising strategy. Lead Sprout Social’s social analytics team and doubled video views and cut CPM costs by 40% this year. Looking to join HubSpot as Director of Buzz to develop an overarching social media strategy that boosts views, engagement, and cuts costs.

Structure:

Are you qualified for this job?

Savvy marketing manager with seven years of experience crafting social media videos, developing social video strategy, and optimizing social media advertising strategy.”

How have you made an impact during your current or previous roles?

Lead Sprout Social’s social analytics team and doubled video views and cut CPM costs by 40% this year.

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How will you make an impact on our company in this specific role?

Looking to join HubSpot as Director of Buzz to develop an overarching social media strategy that boosts views, engagement, and cuts costs.”

5. The Proven Professional

Seasoned business operations and analytics veteran with an MBA and ten years of experience leading high-performing sales operations, marketing analytics, and business intelligence teams at Salesforce, Adobe, and Domo. Seeking to utilize my proven analytical, technical, and professional expertise to leverage data and drive crucial business decisions at HubSpot as Vice President of Business Intelligence.

Structure:

Are you qualified for this job?/How have you made an impact during your current or previous roles?

Seasoned business operations and analytics veteran with an MBA and ten years of experience leading high-performing sales operations, marketing analytics, and business intelligence teams at Salesforce, Adobe, and Domo.”

How will you make an impact on our company in this specific role?

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Seeking to utilize my proven analytical, technical, and professional expertise to leverage data and drive crucial business decisions at HubSpot as Vice President of Business Intelligence.

General Resume Objective Examples

We’ve rounded up some of the best resume examples available to give you a bit of inspiration to get started writing your own. If you like more resume help, check out the best resume templates and grab the attention of recruiters.

Beginner Resume Objectives

1. Resume Lab

beginner resume objective example: Resume LabImage Source

In this sample objective from Resume Lab, the writer chooses to play up her academic achievements to account for a lack in work experience.

What we like:

The writer makes specific reference to awards she’s won and skills related to the role she is seeking. She then makes the connection to how those skills will transfer to the new role.

2. Live Career

beginner resume objective example: Live Career MechanicImage Source

This mechanic objective is short and to the point, while still giving recruiters a bit of insight to their personality and skills (“Quick learner who thrives on challenges”).

What we like:

Since the author is relatively new to the field, they opted to shoot for an entry-level position, setting clear expectations for the recruiter.

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3. Naukri

A certified Digital Marketer with a 6-month internship experience with XYZ agency. Excellent understanding of online marketing and an ability to help businesses boost their organic traffic as well as generate high quality leads through SEM Marketing. Looking for a relevant role.

This entry-level career objective from career advice blog Naukri uses past agency intership experience to demonstrate they can handle the new challenges of a full time role.

What we like:

Despite having a short work history (internship experience only), this applicant emphasizes their transferrable digital marketing skills. They also play up the contributions she made to the agency while interning.

4. Resume Builder

beginner resume objective example:  IT Image Source

While this is a profile and not a resume objective, it does a good job of hilighting this recent grad’s skills. You can take this format and adjust it to create a persuasive resume objective.

What we like:

While the applicant is new to the workforce, we like that the first sentence highlights that they already has some entry-level IT experience. The profile then goes on to list their transferrable skills.

5. Resume Example

A 4.0 GPA digital marketing graduate looking for an entry-level marketing position at a top agency like Speedex Marketing. Hardworking and motivated to gain experience in social media and content marketing. Currently managing my personal Instagram with 10k+ followers and increased Terny Jewelry’s Facebook page followers by 20% after working with them for three months.

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This objective taken from a Resume Example template shows how to showcase work you’ve done on personal projects to make the case for why you should be hired.

What we like:

This recent grad does an excellent job of highlighting their marketing talents running their own brand, complete with data to back it up.

6. Hloom

Customer service resume objectiveImage Source

While this entry-level professional summary from Hloom isn’t an objective, it provides a good base to tailor it to the specific role you are applying for.

What we like:

This summary is really good at showing how their skills and actions in previous roles impacted the company. You can adopt this technique when writing your objective, getting specific about the results you delivered in previous roles and how you plan to deliver in the next.

7. Live Career

Looking to secure an entry-level Web UI Developer position with (company name) that will allow for the use of excellent user experience, technical and communication skills.

This short and sweet template from Live Career can easily be modified to craft yoru own objective. Just get more specific about what you bring to the table for the company you are applying to.

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What we like:

A good resume objective doesn’t have to be wordy. If you can communicate your talents and intentions in one to two sentences, do it.

8. Resume Genius

Entry level marketing objective - Resume GeniusImage Source

This objective from Resume Genius is a great teamplate for those pursuing a marketing role. you’ll just need to tailor it to your specific talents.

What we like:

Like previous examples, this objective is specific about the appliant’s experience and qualifications. It also focuses on outomes, which is a great way to demonstrate your qualifications for a role.

9. Springboard

As the daughter of small business owners, I’m really excited about the prospect of using my full-stack Python experience to further the Stripe mission of making payments accessible for companies of all sizes across the globe. I’ve built several projects in Django to scratch my own itch and I’d love to use that skill-set to start my software engineering career at Stripe.

This entry-level objective from Springboard demonstrates the effectiveness of adding a personal touch when relevant to the company you are applying to.

What we like:

This resume objective is so effective because it doesn’t just show off the applicant’s skills, but also her “why”. She’s passionate about helping small businesses succeed because her parents were small business owners — establishing a personal connection to Stripe’s mission.

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10. Career Cloud

Entry level startup objective - Career CloudImage Source

While this objective from Career Cloud is only one sentence, it quickly sums up the applicant’s background and the role they are applying for.

What we like:

This is a good-one sentence template for how to format a brief resume objective for new grads. If possible, take it a step further and describe how your skills will benefit the company.

11. Resume.com

Recent major in Marketing and Advertising from Blue University where I completed two internships at Global United Agency. Able to use critical thinking and communication skills to attract customers and implement new strategies. Seeking employment as a marketing associate to help Aerial Agency’s overall marketing efforts.

This entry-level marketng resume objective from Resume.com provides a good foundation for those looking to play up their internship experience.

What we like:

This objectibe is specific, showcasing not one, but two internships with relevant experience while also not making the whole paragraph about themselves. It brings everything back to the company with the last sentence “to help Aerial Agency’s overall marketing efforts.”

Professional Resume Objectives

12. Beam Jobs

general resume objective examples: Beam Jobs Physical TherapyImage Source

This objective is clear and to the point, quickly outlining their experience and what skills they intend to apply to the new position.

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What we like:

This objective is succint and shows that you can craft one that is both concise and effective.

13. Zippia

Zippia Resume ObjectiveImage Source

This objective manages to list the applicant’s skills and how they’ll be applied in just one sentence.

What we like:

Like the brief resume objective example above, this one gets the job done in one sentence while stating specifically what they intend to complish in the role (increasing traffic and driving engagement).

14. Resume.io

Motivated human resources professional with a drive for serving as a dedicated support specialist and energetic team member. Adept in assisting with the recruitment of employees, as well as the management of existing employees. Experienced in managing employee and community outreach programs, and dedicated to working towards the mission of a company.

The customizable career objective above is written for a human resources professional, but can be adapted to suit your industry. Simply swap out the role and your skills to craft your own.

What we like:

While this example clearly calls out the applicant’s recruiting skills and experience creating programming, it also ties the focus back to the company mission. If using this as a template, you can easily replace the company’s mission statement and tie it back to your own skills.

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15. Resume Companion

good resume objective example: Admin AssistantImage Source

This resume objective has a heavy focus on the applicant’s professional experience and how their skills will apply to the new role they are applying for.

What we like:
While we wouldn’t normally suggest adding degree information in your objective unless you’re a recent grad, in this case it works to emphasize the candidate is fluent in multiple languages.

16. Beam Jobs

general resume objective examples: teacher Image Source

This resume objective does a great job of highlighting specifically what the applicant brings to the role in a concise way.

What we like:

While this is for a teaching role, you can apply the same level of specificity to your objective, emphasizing why you want the role and who benefits. In this case it’s cultivating student’s passion for a particular subject, but it can be applied to any industry you’re excited about making an impact in.

Sales Resume Objectives

17. Zety

Retail resume objective ZetyImage Source

While the wording of this resume objective is a bit clunky, it can still serve as a template for your own with a few adjustments to tailor it to your industry.

What we like:

This resume objective places an emphasis on outcomes, which is great for any industry, but especially in sales. If you have a proven record of driving sales or similar impact, be sure to include it.

18. Resumeway

sales resume objective - ResumewayImage Source

If you’re stuck gettng started, use this template from Resumeway to make writing an objective a little easier. Be sure to have the data points you’d like to include ready beforehand.

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What we like:

As we’ve mentioned previously, anytime you can provide data to back up your claims, do so.

19. Resume Genius

Sales resume objective ResumeGeniusImage Source

Coming in longer than most on this list, this objective is all about skills and the positive outcomes they spearheaded.

Management Resume Objectives

This objective focuses on what the candidate can do for the company, rather than just being a list of accomplishments.

20. The Ladders

Seeking a data analytics supervisor position where I can apply my 7+ years of data science and business analytics skills and experience. I’m eager to improve business intelligence for Company XYZ in a leadership role.

This objective from the Ladders demonstrates how you can leverage your individual contributor experinece to make the case for a management position. The applicant isn’t shy to display enthusiam for the potential new role.

What we like:

This objective is quick to point out years of relevant experience at the start to build the foundation for why they are the right fit for the role. Then they drive the point home by disclosing what they intend to do once hired.

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21. Interview Kickstart

With years of proven excellence, I’m looking for the challenging position of a director to be an active initiator of organizational success at MNO Inc. Prolonged experience in full-cycle project management, 6years of experience at multiple clients handling business operation management is ideal for the post in a mutually benefitting work culture to achieve company missions.

This is another quick-start template you can use to save time writing your objective. Simply swap out the default information for your own.

What we like:

This template is easily customizeable while providing a solid format to help you create a resume objective that clearly defines your potential impact if hired.

22. Top Resume

Editor with extensive writing and management experience looking to fill the position ofSenior Editorwith [company name], utilizing my time-management skills to ensure all projects meet deadlines and supervisory experience to effectively manage a team of writers and editors.

This template from Top Resume is perfect for editors or those applying for a similar role.

What we like:

This objective plays to the applicant’s strengths as well as honing in on qualities needed for the position (time management, meeting tight deadlines).

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23. Resume Lab

Good resume objective examples: non profitImage Source

As we’ve previously discussed, getting specific about what you’ve accomplished and how you intend to help the company achieve its goals is key, especially when applying for a management position. This example shows the effectveness of providing data to back up your skills and accomplishments.

What we like:

We love the focus on tangible data and stats in this resume objective example. Use them whenever possible to make your case.

24. Tough Nickel

A highly recognized hotel management professional offering over ten years of enhancing organizations’ bottom lines through a customer-centric approach and excellent leadership and interpersonal skills. Seeking a challenging position as(specific role)in order to help grow(company)’s reputation as it continues to expand.

This template from Tough Nickel…will get your objective written in no time. It’s adaptable to any industry.

What we like:

This template emphasizes how you accomplished a particular goal, its impact, and what you intend to apply those skills in your next role.

Marketing Resume Objectives

25. Resume Companion

MKTG Asist objective - Resume CompanionImage Source

If you’re early in your marketing career, with a few years of experience, you can use this resume objective for a bit of inspiration. If you have enough work experience to fill the page, you may want to omit the degree info in your draft.

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What we like:

We like how this objective highlights two different sectors within the marketing umbrella — event and digital marketing. If you have similar dual, but relavent talents that would be beneficial in your new role, highlight them.

26. Naukri

A resourceful individual with a proven track record in implementing successful marketing strategies, boosting organic traffic, and improving search rankings seeks a position of Marketing Associate at ABC company to maximize brand awareness and revenue through integrated marketing communications.

This objective from career advice blog Naukri provides a good starting point for those applying for marketing associate or assistant roles.

What we like:

While this obective is vague enough to be tailored to your needs, the format with specifics about your skills and how you would apply them provide a good outline for how you should structure your own.

IT & Developer Resume Objectives

27. Interview Guys

good career objective examples: developerImage Source

This brief but effective objective quickly highlights the applican’t most relevant skils and the impact they could potentially have in their new role.

What we like:

It’s easy to make a resume objective one-sided and all about yourself, but this one demonstrates that you can demonstrate your value to potential employers in a clear and concise way.

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28. Resume Companion

IT resume objective - Resume CompanionImage Source

This is another resume objective example that demonstrates the power getting specific about your contributions and using numbers where appropriate to add context.

What we like:

In just a few sentences, this objective clearly conveys that this IT candidate has ample experience working on projects with large budgets. A recruiter would see this as a plus, if they are hiring for a large account as this person has already shown they are capable.

29. Evolution Coaching

Energetic, technical-minded professional seeking aposition as a (Software Engineer) at (Company Name) where knowledge of software development life cycles, a high technical aptitude, and unyielding commitment to work can effectively be utilized to contribute to the successful and profitable operation of the company.

This plug and play template from Evolution Coaching makes it easy for you to pop in your own accomplisments and contributions.

What we like:

Like other templates on this list, this one highlights the importance of including how your skills and attributes will benefit the company you are applying to. Always align yourself with the company’s goals.

30. Resume Giants

general resume objective example - Full Stack DeveloperImage Source

This objective quickly hones in on the software and skills needed for the role, making it easy for recruiters to skim and want to know more details about your experience.

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What we like:

This objective likely used keywords from the job description, a good strategy for signaling to recruiters that you have the skills they’re looking for.

Career Change Resume Objectives

31. Resume.io

Leading Fintech marketing professional, seeking to make a move up to Marketing Director after eight years of award-winning campaigns. MBA-educated social marketeer, who will deliver triple-digit audience growth and double-digit sales increases.

This objective from Resume.io conveys confidence. While everyone may not be able to pull this one off, if you can back up your claims, go for it.

What we like:

This objective is bold and gets very specific about the value the applicant can provide to the company. The employer can read it and know exactly the value can provide once hired.

32. University of Pennsylvania

good resume objective examples:  Career Change Wharton school of BizImage Source

This objective makes the case for an inustry change by playing up the applicant’s transferrable skills.

What we like:

This objective is to the point and doesn’t try to disguise the industry swap with vague jargon. Instead it clearly states what the writer’s experience is and how they’ll apply it to their new pfrofession.

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33. Career Contessa

Results-driven technology sales representative, seeking to use pipeline building and negotiation skills to increase revenue at XYZ healthcare company. Drove $2 million in sales revenue during FY20 and eager to increase the bottomline at XYZ company.

This career objective from Career Contessa is a great template to use if you’re applying for a similar role, but in a completely different field. In this case, it’s a sales position, but could be applied to any industry.

What we like:

Since the roles are similar, the writer was keen to play up their relevant experience and data-backed accomplishments. From there she succinctly expressed how she intends to increase revenue for the new company.

34. Federal Resume Guide

Good resume objective examples: career change GovernmentImage Source

Teachers have a bunch of transferrable skills they may not even know they have. From time managment and public speaking to dealing with the public, to conveying ideas and concepts clearly, they have so much to offer when those skills are applied to other industries.

What we like:

This objective was able to connect the applicant’s 15-year experience teaching history to why they’re a great candidate to be a museum curator. They can easily draw on their existing knowlege and people skills to be succcesful in the role.

35. Sweet CV

Successful engineer aiming to change professions and move into business management. Seeking a chance to use project management and leadership skills in a fresh context and use my eye for detail to drive growth in a technology start-up.

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This objective from Sweet CV showcases an engineer making the case for a business managment position at a start-up, highlighting their most relevant skills.

What we like:

Again, it’s important to play up any related skills or background that will give you an advantage when switching to a new career. Since the applicant already has engineering experience and is seeking to work for a technology startup, their backround is a bonus.

36. Jobscan

Passionate sales representative with over 5 years of experience working with customers and selling software. Looking to leverage my proven skills in seeing our customers’ pain points and providing solutions to whatever I write as an aspiring Content Manager.

This example from Jobscan shows how you could structure an objective if you are trying to move positions within the same company. Working in customer service gives the applicant useful insight into their audience’s needs.

What we like:

This resume objective plays to the applicant’s strength (insider customer knowledge) to demonstrate why she’s the perfect candidate to write for them. This could greatly improve the company’s content since they will have a better understanding of their audience and how to solve for them.

Write a Resume Objective That Gets Noticed

Now that you know how and when to write a resume objective and checked out a few examples, it’s time to craft your own. Use the tested strategies above to make sure your resume stands out among the crowd.

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Editor’s note: This article was originally published in December 2018 and has been updated for comprehensiveness.

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MARKETING

How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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