Target Quality Content to Attract B2B Leads

In today’s B2B marketplace, content isn’t just king. Original and informative content marketing is the fulcrum of public relations and marketing messaging.

Successful companies share at least one common characteristic: Every day their story is being told. Strategically drafted and expertly placed content via public relations (PR)-generated press releases or ghostwritten bylined articles and blogs position company executives as thought leaders in their business sector. Meanwhile, marketing-generated case studies establish a company’s business credentials through success stories.

Nearly 25 years ago in an online essay, Microsoft founder Bill Gates coined the phrase “content is king” when he forecast the future of the Internet – in its infancy in 1996 – as a marketplace for content. In today’s marketplace, original and informative content is the fulcrum of PR and marketing messaging.

Content Marketing Bridges the Gap Between PR & Marketing

One of the most significant developments in recent years has been the strong emergence of content marketing as a key part of both PR and marketing. Content marketing is the practice of creating content for a targeted online audience to build an interactive relationship. This content usually takes the form of tip sheets, infographics, e-books, blogs and whitepapers, which are written to attract a specific group of “personas,” or a composite profile, that represent a key segment of a company’s audience.

Content marketing and its associated marketing campaigns have broad appeal to business-to-business (B2B) companies because they provide an active vehicle for attracting, engaging and delighting people in order to build trust. By creating content designed to address the problems and needs of prospects and customers, the right content can act as a magnet to attract qualified prospects.

These days one of the best content campaign tools to attract prospects and build trust is the blog. The blog – a standalone website or section of an existing online domain – is among the oldest forms of online content but it’s also the most potent and versatile vehicle to tell a company’s story. To stay relevant, a large and ever-growing segment of businesses have established and reliably maintain an online presence through blogging.

Like social media, direct mail and email marketing, business blogging is a marketing tactic that uses relevant content to achieve online visibility. Blogs help support business growth by engaging more customers and building up topical authority for search engine optimization (SEO). Always evolving media innovations mean that blog content need not only be limited to the written word. Videos, images, infographics and links can be embedded into a blog to keep content fresh, unusual and relevant.

Experienced but forward-thinking PR and marketing practitioners recognize that knowing how to write content in the right tone and in the right voice is the key to success. As a result, we have seen content marketing gain universal importance in today’s public relations and the newer data-driven marketing campaigns.

The Business of Creating Content … Consistently

In content marketing, solid, strong writing is important, of course, but the real missing link in content creation is consistency. It’s not hard to imagine that there are many talented and gifted business professionals who could be given a proverbial content baseball, step onto the proverbial pitcher’s mound and throw a fastball straight down the center of home plate. Once.

How many could do it again? And again? And then again after that? Quality writers who can tell a company’s story – convey their message, in short order and on demand, every time – are at a premium. Not all agencies have a roster of talented content creators in the bullpen who are able to find the strike zone with each pitch. We do.

At DPR Group, we don’t see PR and marketing as separate and distinct entities. Instead, PR and marketing are two halves of the same holistic campaign approach that’s tied together by high-value content.

We believe that the best way to grow a business is to offer the best of public relations to raise brand awareness about a company and its products with the newest data-driven marketing campaigns to bring more warm leads into the marketing and sales funnel.  The result is a company with a higher profile in the marketplace, which has a better chance of closing lucrative new business in its target marketplace.

If you want to see how an integrated approach to PR and marketing will help you set the table and build a positive reputation for your company, please reach out for a time to talk.

Charles Wisniowski, marketing writer, DPR Group

What People Are Saying

DPR Group really understands our industry and the unique role InfinityQS plays in it. They provide both strategic guidance and tactical execution to deliver coverage in key trade publications and exposure with industry analysts and third-party influencers. The team is flexible and always willing to roll up their sleeves to assist us in a wide range of marketing activities beyond our traditional public relations initiatives. DPR Group is more than a vendor. They are a true, trusted and valued partner.

Greg Matranga
InfinityQS

In less than six months, DPR Group has helped Protech develop and launch a new website and successfully introduce Protech Cloud Business Solutions to the market. We truly value the expertise and services that the DPR Group team brings to the table and look forward to a long, successful relationship together.

Brian Bruffey
Protech

DPR Group has achieved results for DirectMail.com that have far exceeded our initial expectations. We look forward to a long-term relationship with DPR Group as an integral part of our corporate growth goals.

Robert Salta
DirectMail.com

DPR Group’s extensive knowledge and experience in PR and marketing have elevated the Cetrom brand, increased awareness of our services across the industry, and secured numerous award wins and media placements. We value the partnership that has developed and DPR’s contribution to our overall success.

Christopher Stark, President and CEO
Cetrom Information Technology, Inc.

DPR Group has provided valuable public relations insight and helped us increase our marketplace visibility on a local and national level. Our partnership has enabled us to focus on growing our client base, while expanding our messaging and showcasing our unique services.

Kim Cubine

DPR has been an asset to Barcoding’s marketing department since 2010. Through their expert writing, advice, and connections, we’ve secured local and national media coverage, leveraged the power of search engine optimization (SEO) with a strategy of inbound content marketing, and strengthened our brand’s reputation as a leading systems integrator.

Jody Costa
Barcoding

DPR Group’s PR campaigns have helped us increase the visibility of U-TECK’s products for the utility, telecom and construction industries, especially our WeedEnder® vegetation control mattings. Since working with DPR, we have noticed 30% and 50% increases in traffic to our U-TECK and WeedEnder websites, respectively.

Nan Jackson
U-TECK

At this point in time, Hermes has a well-established brand throughout Europe, but the company does not have the same level of name recognition in North America. So we decided to partner with DPR Group to let U.S. retailers know about the full range of e-commerce services Hermes offers for e-businesses and international expansion. DPR Group did a fantastic job for Hermes at the Internet Retailer Conference and Exhibition (IRCE), promoting attendance at our sessions and scheduling media interviews before and after. We’ve never had as much press coverage at any U.S. event before. I highly recommend DPR Group to foreign companies seeking to launch their products and services in U.S. markets.

Uwe Bald
Hermes

Since 2007, DPR Group has been a trusted business partner providing expert public relations and marketing advice. DPR Group has secured tremendous positive media coverage for our firm, bringing visibility to our software and assisting our sales.

Felix Pekar

DPR Group is a trusted adviser to both Quality Associates, Inc. and DocPoint Solutions. DPR’s wide range of PR services ensures that our most important news is what our industry views first.

Scott Swidersky
Quality Associates, Inc.

At Linortek, we specialize in designing and manufacturing controllers for the Internet of Things, a market involving connecting all type of equipment and devices to the Internet. We made the decision to partner with DPR Group because of the company’s proven track record of securing greater market visibility in the high-tech and manufacturing arenas. In addition, the DPR Group team is flexible enough to adapt their ongoing strategies and programs to help us meet our evolving needs and goals.

Liyu Nalven, Vice President
Linortek