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Making use of multi-channel to power your B2B PR

PR Blog

Technology within B2B sectors has evolved considerably over the last few years meaning digital advertising budgets have been gradually growing.

Content is key within the B2B sector to shout about the latest innovations so it’s increasingly important to ensure a press release is noticed the first-time round.

However according to stats from Smart Insights 70% of B2B marketers lack a consistent or integrated content strategy.

As an expert B2B marketing agency, here’s our top six tips on getting your content noticed from B2B publications:

1. Relevance

As it is an incredibly niche market, there is a lot of competition from similar companies so it’s crucial to create releases specific to each publication. Reading a few of the latest magazines will help to ensure the article you’re trying to create is topical and relevant not only to the publication but within the sector the magazine targets.

2. Communication

Regular communication with the editor and sales contact of the publication will help to put your company at the forefront of their mind. Often B2B publications, for example within more specialised sectors such as Manufacturing and Science, will create their own content for the magazine as their readers will be looking for a specific article/topic. If you have regular contact, they may suggest you submit an article relating to a certain subject to gain exposure.

92% of engineers surveyed said they were more likely to do business with a company that regularly produces new and current content. (IEEE GlobalSpec, 2017)

3. Research

Most publishing groups have an umbrella of similar magazines within the industry meaning your article could be suitable for another magazine within the same group. It’s worth researching this before hitting the send button on your press release. For PR to be successful, it’s important that the brand is placed in a media outlet that is relevant to and trusted by your target audience, otherwise there’s simply no point.

4. Chase

Emails can get lost or ignored. If you haven’t heard anything back for a few days, a phone call can help to confirm if they’ve read your email, whether the press release is suitable or if you could make a few tweaks to the article to get it published.

5. Social

Tweet it, share it and post it on any social channels you may using. In doing so, this could help to win more editorial in publications you may not be advertising with. The power of social is truly incredible and by sharing it with potential prospects can get the conversation started without much effort.

A multi-channel strategy often involves an array of tools including digital channels, emails, case studies and automation which is part of a wider campaign. According to Gartner research B2B marketing campaigns that integrate four or more digital channels will outperform single or dual-channel programs by 300%. Bearing of all this in mind, it’s important to use a combination of multi-channels to create an effective B2B campaign.