Public relations (PR) and content marketing are core disciplines for business-to-business (B2B) marketers. When developing a B2B marketing strategy, it’s essential to consider the buyer’s journey and how potential customers search for information about the products and services you offer. To effectively influence your prospects, you need to engage with them consistently and frequently across numerous communication channels.
B2B PR and content marketing are ideal disciplines for leading and guiding potential customers through the sales funnel. Both generate content that can be shared and promoted across multiple communication channels, positioning your business as an expert while promoting your products and services. A well-thought-out strategy based on a strategic communications calendar allows companies to continually and strategically reach out to potential and existing customers to generate leads and grow their business.
Benefits of PR and content marketing in B2B marketing campaigns include:
Increased awareness: A strategic PR and content marketing campaign can gain exposure through owned and earned media channels to quickly increase brand awareness. Using your own media, such as social media, email campaigns, webinar series, and events, gives you full control over your message and allows you to target specific target groups. PR is a broader approach that allows you to reach potential customers outside of your own channels through credible media placements. Working together, companies can quickly gain attention and build trust in your brand.
Creates credibility and trust: Because PR listings are published by journalists, they are considered more trustworthy than regular advertising or marketing assets. PR activities therefore help build and enhance a company’s reputation, creating a sense of trust and credibility among B2B customers and potential customers. PR is also great for building trust with employees, communities, and investors. Content marketing allows companies to present their expertise through valuable and informative content, further building trust among target groups.
Position as a market leader: PR and content marketing provide a platform to showcase your industry knowledge and thought leadership. B2B companies can capture and influence audience attention by positioning the company and its executives as industry experts through media coverage and insightful content. Providing valuable information that helps customers solve their business problems is key to positioning your brand as a market leader and building brand loyalty.
Product/Service Information: B2B deals often involve complex products or services. Content marketing allows companies to create in-depth educational content that helps potential customers understand their value proposition and the benefits of their products/services. This content can also be used to support sales teams, help move prospects further into the sales funnel, and provide information to journalists so they are interested in covering your solution.
Engagement and relationship building: Content marketing drives audience engagement through comments, social media interactions and content sharing. PR activities such as media interviews and events provide additional opportunities for direct involvement. Building relationships with key stakeholders is important in B2B marketing, and both PR and content marketing contribute to this.
Measurable results: Both PR and content marketing campaigns can be measured using key performance indicators (KPIs) such as media coverage, website traffic, lead generation and conversion rates. This allows for data-driven decision-making and optimization of future campaigns, ensuring that your marketing efforts contribute to achieving your business goals.
PR and content marketing can have a lasting impact on B2B brand perception. While PR helps manage and maintain a positive image through earned media, content marketing creates a library of resources that can keep potential customers engaged and informed over the long term. These resources can be used to add to owned media channels or repurposed for PR opportunities.
PR and content marketing complement each other in B2B communications by raising awareness, building credibility, encouraging thought leadership, informing audiences, and driving engagement. These activities help move prospects through the sales funnel and can have a long-term impact on the success of B2B organizations.
