Type Description Objective Charitable Cause Promotes the company’s involvement with a charitable Increase corporate awareness, improve cause or public benefit cause corporate perception Public Advocacy Promotes a company’s position on a public issue Increase corporate awareness Public Stimulates engagement of the general public to generate Increase corporate and product Engagement buzz or awareness of the company, its product, or a awareness, acquire new customers specific message Utilizes public relations channels to deliver, broadcast, or Increase corporate awareness, product Public Relations sustain a specific message/perception about the company awareness, and corporate perception or its product Reinforcement Strengthens the positive impression/preference of the Improve product perception target prospects for the product Reminder Reminds prospects about an established product’s uses, Improve product perception characteristics, benefits, and differentiation Emphasize Value Focuses on proving value to enhance perception and Acquire new customers, retain existing Add evaluation of benefits of products customers Testimonials/ Generates and disseminates evidence of customer success Increase corporate and/or product Social Proof or benefits by encouraging or seeking satisfied customers awareness, acquire new customers Generation to give publicly available testimonials or social proofs Add-on Product Highlights the launch of a new add-on to an existing Acquire new customers, increase Launch product to stimulate the demand for both the product and customer spending the add-on Stimulates demand for the whole product category/market Acquire new customers, improve First Mover segment rather than a specific brand by informing the corporate perception potential buyers about the benefits of the product It Takes a Content Factory! | 87