Is press “old school” or a needed ingredient in your B2B Content Strategies?
Hey there, Marketers! Today we're talking about the dynamic duo that makes B2B content marketing strategies rock - the press and a killer content game.
You might be thinking, "Press? Isn't that old-school?" Well, guys, let me tell you, the press isn't just a relic of the past; it's a golden ticket to maximizing your B2B content strategies in today's digital age. So get ready as we explore why the press is relevant and indispensable in boosting your B2B content marketing game in the long run. Ready? Let's roll.
Press & Content: A match made in marketing heaven
Picture this: you've crafted the most fantastic piece of content, something that's informative, engaging, and relevant to your target audience. You could put it out there and hope for the best or add a secret sauce that elevates it to a new level. Enter the press.
Press: The turbo boost to your content reach
The press is like a turbo boost for your content. When your carefully crafted masterpiece gets featured in respected publications, it's like having a megaphone to announce to the world, "Hey, we've got something amazing to share" That megaphone? It's the trust and credibility that established media outlets bring to your content.
Trust-Building 101: Credibility through Coverage
Imagine your target audience stumbling upon your content in a well-known publication. What's their first thought? "Hey, if it's in here, it must be worth my time" Securing press coverage exposes your content to a broader audience and builds trust and credibility in your brand. In our podcast episode, Peace Itimi, Director of Marketing at Smile Identity, links press mentions to an enhanced reputation for a brand that helps build brand equity – all directly linked to trust-building.
Fueling Engagement: Sparks of interest ignite
Press coverage ignites sparks of interest in your content. People are naturally drawn to what's making waves in the media. And when they discover your content through the press, they're more likely to engage with it, share it with their network, and keep the momentum going.
Kinds of B2B press media format: Your arsenal of influence
Alright, guys, let's get tactical. When it comes to the press, there's a variety of media formats you can tap into. Each has a unique role in advancing your content marketing strategies. Here's the scoop:
1. Traditional Print and Digital Media
Remember to underestimate the power of traditional media like newspapers and online magazines. They're the OGs of the press game, offering you a wide-reaching platform to showcase your expertise.
Think of well-crafted thought leadership articles and expert interviews that position your brand as an industry heavyweight.
2. Podcasting: Your Sonic secret weapon
Podcasting – the audio magic that's taking the digital world by storm. Podcasts provide an intimate and convenient way to connect with your audience. Why not host your podcast or become a guest on relevant shows?
Dive deeper into industry topics, share insights, and let your brand's personality shine. It's like having a coffee chat with your audience but on a global scale.
Press strategies that ignite your content blaze
Alright, marketers, let's shift gears and delve into strategies that will ignite your content blaze. We've got a playbook that's all about relationships, targeting, and riding the waves:
Strategy 1: Build relationships, not just pitches
Before you jump into the deep end, remember that relationships matter. Forge connections with journalists and bloggers in your niche. Engage with their content, share their articles, and start genuine conversations.
When the time comes to pitch your content, you're not just another email in their inbox; you're a familiar name they're excited to hear from.
Strategy 2: Targeted bull’s eye pitches
Your content might be fantastic, but only some pieces fit every publication. Craft personalized pitches that show why your content is a perfect fit for their audience.
Just like an archer aims for the bull’s eye, your pitches should hit the mark of relevance and resonance.
Strategy 3: Ride the trends, catch the wave
Want to be part of the buzz? Keep your finger on the pulse of trending topics in your industry. If your content aligns with a hot trend, pitch it as the missing piece of the puzzle. When the wave of interest is at its peak, ride it with your press-worthy content and watch the magic unfold.
Press as the Content Amplifier: Let's get practical!
Enough theory, right? Let's roll up our sleeves and go into real-world examples of how the press can amplify your B2B content strategies:
Example 1: The Survey Sensation
Imagine you've conducted a groundbreaking industry survey that uncovers invaluable insights. Pitch it to industry-specific publications instead of just sharing it on your blog. When your survey data gets featured in an authoritative publication, you're not just sharing information but shaping the conversation.
Example 2: The Expert Opinion Piece
You've got a team of experts who know the ins and outs of your industry. Why not showcase their knowledge in op-ed pieces for relevant publications? When your experts share their insights, it's a win-win: the publication gets valuable content, and you get your brand in front of a whole new audience.
The ROI Game: Press that packs a punch
We've discussed the press as a powerful amplifier, but how do you ensure you're not burning money? Let's break it down:
- Smart Placement for ROI
Regarding corporate marketers and their precious budgets, ROI is the name of the game. Instead of throwing money at every press opportunity, focus on strategic placements. Identify publications that align with your target audience, industry, and messaging. It's like allocating your marketing budget to the attractions that provide the most thrilling ride.
- Performance over Spray-and-Pray
Whether you're a big brand or a startup, adopting a performance marketing approach is the way. Instead of the "spray and pray" method, where you blast content everywhere and hope something sticks, be laser-focused. Pinpoint your ideal audience, tailor your content, and measure the impact. It's like hitting the bull’s eye every time.
- Spread out your press budget
According to Peace during our chat on this topic, if you have a press budget, spread it out for the quarter instead of spending it all at once. Spread it out across relevant and different media formats, niches, and channels in a cadence that ensures you always have something about your brand and offerings featured. This way, you garner more reach, and it begins to feel organic to your audience that they can’t help but remember you and keep you top of minds..
Since podcasting is the new kid (literally) on the block making exciting promises, let’s come back to it for a bit and talk about the wisdom of investing in paid advertising for your podcast content…
Paid Advertising of Press Podcast Content: Investment gold or fool's gold?
Now, the big question: should you invest in paid advertising for your press podcast content? Let's weigh the pros and cons:
The Pros
Paid advertising can boost your podcast content's visibility, especially if you're targeting a specific audience. It's like giving your content a prime spot in the theme park, where everyone can see and experience it.
The Cons
However, paid advertising might not consistently deliver the ROI you're hoping for. It can be a hit-or-miss game, with results varying based on factors like ad placement and audience targeting. It's like investing in a new ride at the theme park – there's a risk it might not be the blockbuster you imagined.
Unconventional best press practices: Break out the acquisitions!
Alright, marketers, let's shake things up with some unconventional press practices that deliver not just acquisition but adoption and revenue:
1. Stunt Marketing: The shock and awe factor
Create a stunt that stops people in their tracks. It could be a quirky video, an attention-grabbing event, or a unique product launch. When the press covers your bold move, you'll generate buzz that translates into brand adoption and sales.
Let's take a quick look at two recent examples of well-known brands that nailed the shock and awe factor through stunt marketing:
Example 1: IKEA's "Sleepover in Store"
IKEA turned a store in the UK into a sleepover haven, letting lucky winners snooze on their beds and sofas. The event caught media attention worldwide, showcasing IKEA's commitment to customer experience and creative branding. The buzz it created led curious customers to explore the brand, boosting adoption and sales.
Example 2: Burger King's "The Moldy Whopper"
Burger King shocked the world by showing their iconic Whopper burger decomposing over 34 days in images and videos. The campaign sparked discussions about food quality and transparency, especially in the media. Despite the unusual visuals, the stunt reinforced Burger King's commitment to natural ingredients and healthier options, driving brand adoption among curious and health-conscious consumers.
2. Collaborative Content: The power of partnerships
Team up with industry influencers, brands, or customers to co-create content. Whether it's a joint eBook, a webinar, or a podcast episode, great collaborative content gets media attention, reaches wider audiences, and draws in potential customers.
3. Data-Driven PR: Fact-fueled storytelling
Harness the power of data to tell compelling stories. Conduct original surveys, research, or case studies, and present your findings in a press-worthy package. Journalists love data-backed stories, and your content becomes a trusted resource for decision-makers.
Final Words: Press & Content, your dynamic duo
As you can see, the press isn't a relic of the past; it's a powerhouse tool that takes your B2B content strategies to new heights. It's about visibility, trust, credibility, engagement, and growth.
So the next time you craft that killer piece of content, remember the dynamic duo that can turn it into a marketing masterpiece – the press and your content strategy.
Listen to Peace Itimi talk more about this in our podcast episode – her expert insights, suggested scenarios, and more unconventional press tactics will boost the knowledge you’ve just gained on using the press to boost your B2B content marketing strategies, I assure you.
