PR and Content Marketing for B2B Marketers

September 28th, 2015

by Rebecca Dutcher

B2B marketing is about cultivating thought leadership. You are still marketing to people who make the buying decisions and other influencers within an organization. Still, when 90% of customers will contact you when they are already ready to buy, you have to create content for them to find you in the first place.

When you’re found online through search engines or relevant social channels, this can help you make RFP short lists, too.

• Highlight things in your industry, trends, even other companies (non-competitors) who are doing something new and interesting
• Share success stories and case studies of those who’ve used your products or services.
• Identify new applications for existing products/services
• Talk about the industry, it’s future and how you’re prepared

B2B Marketing & Connecting with Journalists

Connecting with journalists in your industry is similar to B2C marketers. You’re still connecting with people, and people who you have a lot in common with simply due to the nature of your business.

• Read the publications in your industry.
• Get to know who the journalists are, and what they write about.
• Follow the publications and journalists through Twitter and LinkedIn, so you get to know them even more.
• Connect with them, develop those relationships too.

This way, when you have a newsworthy item that fits with what they cover, you can pitch it to these journalists. You can send them an email and let them know the story. Tweet to them, and help them share your content.

Share your thoughts

Do you have other tips for B2B marketers when it comes to content marketing and public relations? Please feel free to comment here. Or, ask a question and we’ll get you the answers you’re looking for.