B2B Digital PR: How to Win in 2024 ??

Estimated read time: 1 minute and 35 seconds

Hi ?? My name is Doug, and I run a niche search agency called Kalium. We help B2B companies get their organic search working. ??

This weekly newsletter covers the latest tools, techniques, and case studies you need to win at search (plus pictures of our pets).

Very few companies selling B2B products use Digital PR.

This is a mistake ?

As a channel, it has a ridiculously high ROI.

? It massively improves SEO

? Builds authority and brand

? Compounds over time

The playbook is simple:

Create a unique report that your customers will care about and position you as an authority.?

Here are 4 quick steps you can take to get started. Let's go ??

Step 1: An inch wide and a mile deep

You need to create genuine insights, it’s easier to do this with a narrow topic.

? SME Marketing Insights Report?

? Paid Search Trends for <$5m Fashion Ecommerce Brands (What Really Works in 2024)

The latter is a MUST read for the target market, and it’ll be way easier to come up with unique insights?

So, brainstorm 10 report titles that would be a MUST READ for your customers. Don’t worry for now if you can’t execute these insights.

Here are a few more for the <$5m Fashion Ecommerce brands:?

??Fashion TikTok: The 20 Best Paid Campaigns in 2023

??Google Shopping Search Experience: What This Means for Men's Brands Fashion in 2024?

??Instagram Ads for Fashion Ecommerce: 100 Campaigns Reviewed and Rated

These aren't perfect, but they ARE specific and catchy.?

Step 2: The Viability Venn Diagram?

Now you need to choose one.

It needs to hit the sweet spot of this Venn Diagram ??

Your ICP will love it: You want a report that your customers would scramble over hot coals to read.?

Publications will care: You want media coverage, so journalists will have to care about the story (more on this later).

The promise can be delivered: Can you credibly obtain the insights you’re offering?

Brand alignment: Does it make sense for you to be talking about this topic and will it build your authority?

Step 3: Dream distribution?

Let’s quickly validate that this can generate media coverage. Find five publications or journalists that will cover your insights.

The criteria are:

? They cover this industry?

? They’ve written about something similar before?

? They work for a publication that is industry-specific or is a big brand.

Next, write a 100-word pitch to the journalist explaining why they should care about your report.??

Step 4: Resource audit

You are going to need, as a minimum:

• Access to the data/information used to create report insights
• Primary research (whether this is interviews, crunching data, or watching 500 TikTok videos ??)
• Content team to create the report (writers and designers)
• A press release that pulls the data into something journalists will love ??
• Journo list: We have to create a big old list of anyone who might be interested
• Outreach wizard ??to pitch and follow up with these publications?

You now have a plan. ??

Here is the best part—once you have done this once, it’s 5x easier to do it the following year (or quarter).?

? You’ll get known for these insights.?

? You have the plan.?

? You know how to get the data.?

? You know what publications will cover it.

The benefits compound over time.

Good luck and if you’d like to discuss how we can help, drop me a message.?