Most B2B tech companies have accepted the reality that they need to have a blog on their website. What many still seem to struggle with, however, is building a blog audience. Contrary to popular belief, a content marketing blog will not succeed if it’s all about your company. Aside from making sure that you have a content distribution ratio of 75 percent non-branded posts (i.e., not about you) and 25 percent branded posts, there are several tactics you can use to attract more readers.
B2B technology PR professionals are no strangers to fighting for media attention. Unless your clients are the top performers in their industries, it can be next-to-impossible to get a journalist interested, especially during major tech events such as the Apple announcement last week.
Public relations agencies are often charged with predicting the future: What channel will provide the highest ROI next year? Should we invest in video marketing or is it just a passing fad? Will Google make it all but impossible to earn any media coverage from press releases?
The rise of content marketing has led to widespread use of social media among B2B technology PR professionals. It’s no longer acceptable, however, to simply have a presence on social media. You must find ways to use these platforms to connect and engage with your audience, share branded and non-branded content to build thought leadership and, perhaps most importantly, keep your clients relevant.
Securing press coverage at a conference your client is attending is becoming increasingly difficult for public relations professionals. That being said, any media you do manage to speak with can bring valuable exposure. This is especially true for B2B technology PR professionals who must compete with more consumer-friendly tech news from companies such as Apple and Samsung.