To more effectively use communications and content to drive revenue, marketers should expand their focus to channels outside of earned media, strive to build relationships via public-facing expertise, and hone content strategy based on what sparks audience feedback and pipeline.

Here are three tips for pitching journalists: focus on the big picture, demonstrate you’re familiar with the journalist and their publication, and offer original data.

Here’s how PR and content marketing strategies can complement each other to become stronger together than they are apart.