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How to Be Creative in B2B PR

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Guest post by Heather Baker.

Creativity isn’t the sole domain of consumer PR; if anything, it requires more creativity to craft the perfect angle for a complex B2B subject. B2B PR pros need to make themselves experts in their clients’ sectors and use every resource at their disposal to find newsworthy hooks. Because no matter how dry the subject matter might seem, an effective PR practitioner should be able to identify and sell a winning story a mile off.

How to be creative in B2B PRUse these approaches and tactics to increase the impact of your B2B trade media and social PR efforts.

Become an Expert in Your Client’s Sector

Your creative genius will carry you only so far in this business. For it to truly flourish in the world of B2B PR, you need a solid knowledge of the client’s sector. Hosting a brainstorming session at the outset of the relationship is one way to find out more about your new client and their corner of the market.

[Read more…]

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Early Adopter Program Announced for WPO Metrics Dashboard

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After writing about the web presence optimization (WPO) framework here last October, we started seeing quite a bit of interest in the model and metrics. In response to that interest, we announced in January plans to commercialize the internal WPO dashboard in use at Minneapolis b2b marketing/PR agency KC Associates.

WPO Metrics ScorecardThe result of those efforts is a separate entity (WPOinc) and a WPO metrics dashboard that can be used by virtually any company that sells b2b or considered-purchase b2b products and/or services.

The dashboard provides companies and agencies with performance indicators, competitive benchmarks and web presence metrics across the five key areas of online presence: press (PR), social, website (search), industry and paid presence. It enables users to measure and optimize owned, earned and paid content efforts in support of a WPO strategy in a coordinated manner across different digital marketing disciplines.

On February 28th, WPOinc announced its early adopter program for the metrics dashboard. The early adopter program will begin this month until finishing touches are put on the product for its 1.0 rollout later this spring. Check out the announcement for all the details.

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