You’ve heard it before … Content is King. You understand that companies are increasingly expected to publish valuable content to establish a relationship with end consumers. You can probably recollect a recent piece of content or social media post from a consumer brand you that caught your attention. Unfortunately, many B2B companies are unwilling to make the investment in content marketing, or are unsure where to begin. Here’s why investing in content marketing is important for B2B companies.
In past years, PR programs have been primarily driven by traditional earned media strategies – submission of product news and pitches to magazine editors. The borders between paid, owned and earned are becoming less black & white and we’re seeing a shift toward content marketing amplification. As the role of PR in communications plans evolves, so must our skills.