For rock solid B2B PR firms that deliver big time for clients, content is king. It always was and it always will be. As a Minneapolis B2B PR firm, we’ve always believed that timely, relevant and focused content drives PR and marketing. Yes, digital PR, content marketing, social media, SEO and Google analytics are all important. They amplify your message and engage your intended audience. But without good content, the work a B2B PR firm produces will not be as effective. Don’t take my word for it; listen to Google:

Google Engineer Matt Cutts Recommends “Old Fashioned Marketing

Google engineer endorses “old fashioned maketing.”

As Distinguished Google engineer Matt Cutts recently said in an interview:

…a lot of SEO has been focused on technical matters and very highly specific ways to configure your website and stuff like that. There are best practices, and you need to make sure you get the basics right, but it is true that a lot of SEO is now circling back around to good old fashioned marketing.

We’ve found over the years that many B2B companies lack a well-defined marketing communications strategy. They struggle to express the key differentiators that drive results-oriented B2B PR, including law firm PR, healthcare PR and technology PR. Their press releases and media pitches go unanswered; they scratched their head and blamed the media. Now, with digital marketing and social media, they embrace digital techniques and gimmicks designed to increase click throughs and get them mentioned on obscure blogs read by a few dozen people.

Original, Strong Content Needed

Original, strong content offers information and insights not readily available, in a timely fashion, and in a form that is useful to people you want to influence. This, not click-through formulas, is what Google is trying to track in its search engine technology. Cutts says:

We’ll always keep chasing after the ideal world in which the search engines do what you would intuitively expect and bring you the best answer, whether it be from someone who is a friend of yours or someone who is an expert in the field or some completely different serendipitous author or person that you didn’t know about before, but they can really help with the information you need at that moment.

For a Minneapolis B2B PR firm specializing in healthcare PR, law firm PR and technology PR; we seek to help our clients define their audience and hone their messages so the recognized publications and websites cover them regularly even while we push out their ideas and engage their customers via digital marketing and social media.