Many content marketers have invested heavily in technology and marketing solutions to better measure their efforts.
They’ve doubled down on AdWords and SEO. They have a CRM and are carefully watching customers slide through the acquisition funnel. However, PR pros can offer a unique angle for organizations looking to reach a targeted audience: an editorial mindset.
That’s the contention of Edelman U.S. Managing Director Joe Kingsbury in our recent conversation about the future of content marketing, especially for B2B efforts.
“They are trying to connect with sophisticated buyers that are oftentimes highly educated,” explains Kingsbury. “When you think about really sophisticated buyers and you think about what it takes to really influence the perception and behavior and to generate trust with people who know what they’re looking for … [you have to be] able to carve out a position on a topic or within the industry that would really be compelling.”
That’s not to say technology and tools aren’t important, he adds. It’s just that you can’t let gadgetry get in the way of telling a good story.