How to Unite B2B PR and Content Marketing for Powerful Results

B2B Marketing and Content Marketing

There’s an interesting proverb that I stumbled on recently: “When spider webs unite, they can tie up a lion.” When you boil it down, there’s a lot to be said for teamwork. But what about two seemingly different teams, such as B2B PR and content marketing?

Recently there have been a variety of strong opinions circulating about PR and content marketing. Some believe that PR and content marketing are different strategies, and don’t mix well. According to these individuals, you should either have PR or content marketing — not both.

Does this reasoning stand up under scrutiny?

Let’s take a closer look at PR and content marketing, and examine how both play an important role in your overall B2B strategy.

What is Public Relations?

The Public Relations Society of America puts it this way: “At its core, public relations is about influencing, engaging, and building relationships with key stakeholders across a myriad of platforms in order to shape and frame the public perception of an organization. ”

Public relations professionals take on many roles, including

Crisis communications

Reputation management

Media relations

Corporate communications

Social media

Writing speeches

Events

Product launches

As new technologies and trends emerge, public relations evolves to fit the times. In recent years, PR professionals have had to react to the emergence of fake news, artificial intelligence, and digital storytelling. And we see how public relations has gracefully handled these changes, to the benefit of all involved.

Now that we have a clear definition of what public relations is, let’s move on to content marketing.

What is B2B Content Marketing?

The Content Marketing Institute defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience.”

Content marketing is different from traditional forms of marketing. While marketing traditionally focuses on self-promotion, content marketing avoids it. In essence, content marketing serves the needs of the audience. The goal of content creation is to demonstrate the expertise and credibility of a brand to begin to nurture prospects and ultimately convert them. This might be through blog posts that answer key questions or eBooks that delve into deeper industry trends and issues. As propsects move down your funnel, content may include later-stage content such as case studie and webinars.

Read more at https://www.business2community.com/public-relations/unite-b2b-pr-content-marketing-powerful-results-01983681