Hyper-relevant PR is a B2B secret weapon – if it’s done right

First of all, though, it’s important to avoid tunnel vision with the content you have to offer. A site’s offering can present several ideation possibilities; you just need to know where to look. For example, if you are an e-commerce brand, you will have plenty of different category pages and products that can inform which regional publications to reach out to rather than putting business publications at the top of your media lists.

Niches and partnerships

If your brand is food and drink related or a supermarket, you may have category pages such as vegan products, health and beauty, parenting, and more. From this, you will find multiple publications in each sector, waiting for content from both a creative and B2B perspective, which in turn can diversify your backlink profile. Work backward from the publications available to generate campaign ideation.

Looking into your partnerships, collaborators, and ambassadors can also present huge link-building opportunities. Most of your associated brands will have blog content, or you may stock their product on your site. It’s important to reach out and offer blog content or further information about the collaboration to assist link reclamation back to your site.

For example, if you work in finance, you may well be connected with finance charities, banks, and money-advice sites, all of which you can reach out to, offering further intelligence on their existing information. This can be data, key advice from an expert, or simply that your site is used as an extra resource for their customers. Plus, popular ambassadors and partners will have high-DA sites, which will have a positive impact on your overall organic performance with the addition of a link.

Utilize expertise

Journalists look for expert commentary on their features to elevate their reporting and to give a real-life perspective for their audiences to read. Creating a bank of quotes or being on the ball when trending news comes out opens up the possibility of quick-win link-building.

Whether you choose newsjacking or offer expertise on an individual feature, experts only need to share 100-200 words on a topic, and this could be the final piece of the jigsaw for a journalist to complete their article. For example, where relevant, you could send commentary on new government policies, energy provider updates, seasonal content, showbiz updates, or any universal talking points that you can elevate with expertise.

Interviews with qualified members of your team are another great way to utilize expertise. Some publications build profile pieces to update their readers on specific industries. If your brand is travel-related, you could pitch to travel publications to see if they want the latest updates on holiday trends, deals, industry news, flight entertainment, and more. Seek out publications and get in touch to offer staff members for interviews.

Business updated

It might also be time to look deeper into your internal reporting and studies. Often, they can be extensive, with a wider set of respondents than what would be typically used in a regular PR campaign. Larger studies, whether manifestos, regional sales data, industry stats, or social commentary data, might be completely bespoke to your brand, which is something journalists will be very interested in using in their content. Take out the key information from your internal reports and turn it into an insightful press release for public outreach.

While you’re at it, be sure to regularly update the media with your business wins. Not only does this position your brand as innovative and successful to your peers, but it can also come with link-building opportunities. Create press releases based on new hires, award wins, client wins, finance overviews, new store openings or office spaces, new initiatives and partnerships, and, of course, new product launches.

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