Hill+Knowlton Strategies has acquired content and digital strategy shop Group SJR, a New York-based firm with 50 staffers and annual revenue of $13.6M.

SJR, which also has a Los Angeles office, works for clients like Target, Barneys, Credit Suisse, Motion Picture Association of America, TED, Xerox, GE and Dell.

SJR managing partner Alexander Jutkowitz takes on the title of vice chairman and chief global strategist of H+K.

Content has become a key driver of PR revenue over the past year, sparking large firms to set up divisions and vie for talent in the space. H+K global chairman/CEO Jack Martin said SJR's staffers are "specialists in building audiences through great content" and will help the firm capitalize as clients turn to PR and marketing to produce "branded and owned" digital content.

H+K last year established a partnership with content firm Kameleon in London.

H+K parent WPP said the SJR move is part of its plan to make digital revenues account for 35-40% of its overall take in the next five years. 

Harold Burson, founding chairman of another WPP unit, Burson-Marsteller, said in April that content is as necessary as "food and fresh air," adding that "we in PR play a critical role in setting the content standard."

Weber Shandwick in March created a content division, Mediaco, noting content is a "hot topic" but not very well understood.