---
title: Content Marketing | Apollo Press Kits
description: "NASA had a visionary approach to marketing and PR: taking a journalistic approach to tell a story by trying to educate the public, rather than pushing an agenda or selling a message. This launched a new hallmark in communications strategy: content marketing."
---

![Screen Shot 2019-01-29 at 6.19.49 PM-1](https://www.apollopresskits.com/hs-fs/hubfs/Screen%20Shot%202019-01-29%20at%206.19.49%20PM-1.png?width=932&name=Screen%20Shot%202019-01-29%20at%206.19.49%20PM-1.png "Screen Shot 2019-01-29 at 6.19.49 PM-1")

![Screen Shot 2019-01-29 at 5.42.47 PM](https://www.apollopresskits.com/hs-fs/hubfs/Screen%20Shot%202019-01-29%20at%205.42.47%20PM.png?width=1724&name=Screen%20Shot%202019-01-29%20at%205.42.47%20PM.png "Screen Shot 2019-01-29 at 5.42.47 PM")

## WITNESS THE BIRTH OF CONTENT MARKETING

## ![](https://cdn2.hubspot.net/hub/762525/hubfs/Soar%20Campaign%20Pack/cross-accent.png?t=1491247743911&width=25&name=cross-accent.png "cross-accent.png")

The visionary leaders of the NASA Public Affairs Department used a journalistic approach to marketing and PR to educate the public, rather than pushing an agenda or selling a message. NASA Public Affairs Officers understood what constituted a good story and what details appealed to members of the media. Thus, NASA created materials that addressed reporter's needs such as by-lined articles, sponsored media symposiums, television newsreels, fully produced radio broadcasts, and, finally, press kits.

 

In emulating NASA's approach to public affairs, private companies established a new hallmark in communications strategy: content marketing, which is best if it is:

 

**

 Entertaining 

 Create content that tells a relevant, engaging story. The audience will want to consume it.

**

 STRATEGIC 

 Create content that will get the audience to know, like, and trust you. The easiest way to do this is by creating something high-quality.

**

 SHAREABLE 

 Create content that has social currency. The audience will want to share it with their friends, family, and co-workers.

**

 EDUCATIONAL 

 Create content that teaches valuable, authentic lessons. Your audience will appreciate you for it.

### I’m David Meerman Scott.

#### I do more than collect press kits from the Apollo program.

![X](https://www.apollopresskits.com/hubfs/images/cross-accent.png)

I'm a marketing strategist, entrepreneur, advisor to emerging companies, and a professional marketing speaker on topics including marketing, fandom, and social media.

I'm available for keynote presentations, corporate seminars, and webinar appearances.

[![Learn More](https://no-cache.hubspot.com/cta/default/413105/f130ed25-4105-4554-a2b1-2055e1cc9289.png)](https://cta-redirect.hubspot.com/cta/redirect/413105/f130ed25-4105-4554-a2b1-2055e1cc9289)

[![Screen Shot 2019-02-05 at 3.58.25 PM](https://www.apollopresskits.com/hs-fs/hubfs/Screen%20Shot%202019-02-05%20at%203.58.25%20PM.png?width=586&name=Screen%20Shot%202019-02-05%20at%203.58.25%20PM.png "Screen Shot 2019-02-05 at 3.58.25 PM")](https://www.davidmeermanscott.com/contact)

<https://twitter.com/dmscott> <https://www.linkedin.com/in/davidmeermanscott> <https://www.instagram.com/dmscott/?hl=en> <https://vimeo.com/dmscott> [mailto:david@freshspot.com](mailto:david@freshspot.com)