WITNESS THE BIRTH OF CONTENT MARKETING
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: