Tag Archive for: content strategy

​​​How Content Shapes Modern PR in the Age of AI Search​​​​

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Key Takeaways

  • AI is transforming PR strategy
    With AI search tools like ChatGPT and Google’s AI Overviews analyzing full content (not just headlines), PR must go beyond traditional press releases. Content must be clear, structured, and optimized for how both humans and machines search and consume information.

  • Content is now the centerpiece of PR
    Modern PR is built on consistent, high-quality content—branded content, sponsored content, blog posts, explainer videos, and thought leadership all play distinct but complementary roles. Together, they help shape brand authority and increase discoverability in AI-driven search environments.

  • Visibility in AI search depends on content quality and credibility
    To be surfaced by AI tools, content must be expert-driven, published on trusted domains, well-organized, and genuinely useful. PR teams need to think like publishers—creating content that provides value, earns trust, and positions the brand as a reliable source AI engines can quote.

AI Search is transforming PR strategy in fundamental ways. Tools like ChatGPT and Google’s AI Overviews aren’t just scanning headlines; they’re also analyzing the content.  This profound shift means that content is doing the heavy lifting in public relations.  It’s no longer a support for a campaign. It is the campaign. And it’s showing up everywhere, from branded content on social media to deep-dive blog posts that answer specific customer questions.

To adapt, PR teams must think differently, and have an AI Search PR strategy for creating and distributing information. It’s not just about getting a mention anymore. It’s about being the source that AI search engines choose to quote. The format, structure, and clarity of your content all matter.

In this post, we’re exploring what that means for consumer PR, the growing role of thought leadership, and how sponsored and branded content seamlessly integrate into PR like never before. Let’s look at how content is reshaping the future of PR and how your team can stay ahead.

How Has AI Search Changed PR Strategy?

The way people find and engage with content is rapidly evolving, thanks to advances in AI-powered search. It’s also changing how PR works. In the past, a press release might have been enough. It got picked up, quoted, and maybe even syndicated. But now? AI tools like ChatGPT, Perplexity, and Google’s AI Overviews pull answers from content that is easy to read, highly structured, and full of value.

That means PR content needs to be:

  • Clear
  • Organized
  • Written for how people search

If your content isn’t easy for AI to understand and summarize, it won’t appear in results. Therefore, instead of writing solely for editors and journalists, PR teams must write for both humans and machines. That’s why having a clear structure is essential. Think of short paragraphs, subheadings that ask real questions, and direct answers that sound like natural conversation. How you present the message is just as important as what you’re saying.

What Types of Content Work for PR Today?

PR requires you to be proactive. It’s not just about responding to news cycles or issuing statements; it’s about being proactive.

Modern PR is proactive. It’s about building a content engine that consistently puts your message in front of the right people. That includes traditional audiences and the AI systems powering today’s search tools. Here are some of the content types that are making a real impact:

Branded Content

Branded content refers to material that is created and controlled by the brand itself. It is a great medium for storytelling, showcasing company culture, or conveying your values in a more engaging way. Consider creating interactive web features, brand videos, or behind-the-scenes articles that reflect your brand’s personality.

Sponsored content

Sponsored content refers to paid placements, typically featured in reputable media outlets. It allows you to control the message while benefiting from the platform’s credibility and reach. It’s a smart way to drive visibility and shape how your brand is perceived.

Blog posts

These are the workhorses of content strategy. They’re easy to optimize for keywords, answer common questions, and give AI tools exactly what they need: well-structured, scannable content with a clear point.

Explainer videos

Video content can go a long way in simplifying complex ideas. It helps humanize your brand and keeps people engaged longer. Bonus: transcripts from well-captioned videos are also crawlable by AI and search engines.

Thought leadership articles

Company leaders or subject matter experts often author these. They build credibility, reinforce authority, and position your brand as a go-to source in your space. They get quoted, shared, and pulled into AI search results when done right.

Branded Content vs. Sponsored Content: What’s the Difference and Why Should PR Care?

PR teams are using both branded content and sponsored content more than ever. But they aren’t interchangeable. Each plays a different role in your content strategy.

What is Branded Content?

The company itself creates branded content. It’s usually published on owned channels, such as your blog, YouTube, or social media platforms. Sometimes, it’s also featured on partner sites that align with your brand.

The goal here isn’t to sell directly. It’s to connect. Branded content tells stories, explains values, and builds long-term trust.

It works best when it’s:

  • Created in-house or with a trusted partner
  • Published on your channels or through brand collaborations
  • Focused on storytelling, education, or behind-the-scenes insight
  • Meant to build a loyal, engaged audience over time

What is Sponsored Content?

Sponsored content is paid media. It appears in a third-party outlet that already has the audience you want to reach. It mimics the style of editorial content, but you maintain full control over the message.

This type of content is all about reach and visibility. It’s perfect when you want to launch something new or reach a new group of consumers.

It works best when it’s:

  • Placed in reputable publications your audience trusts
  • Framed to match the editorial tone of the outlet
  • Designed to drive attention or short-term action
  • Used for targeting specific demographics or geographic regions

Why Use Both?

Branded content helps you shape your message. Sponsored content enables you to spread it.

When used together, they support each other. Branded content builds authority. Sponsored content ensures authority gets seen and potentially pulled into AI search results.

In short, a smart mix of both helps your brand appear where it matters, with the right message and at the right time.

Does PR Content Really Impact AI Search Results?

Yes, it does! AI tools like ChatGPT, Gemini, and Google’s AI Overviews are trained to identify and summarize the most relevant answers. And many of those answers originate from content created by PR teams.

But not just any content will do. To show up in AI-powered results, your content needs to check a few boxes:

  • It’s expert-driven: Quotes, insights, and bylines from real people with authority still matter. Thought leadership lends credibility and weight to your content.
  • It’s published on trusted domains: Content from your blog is a great start. However, being featured on reputable media sites and other high-ranking platforms can boost your visibility.
  • It’s structured well: AI tools prefer content that’s organized. That means using subheadings, summaries, bullet points, and clear answers to real questions.
  • It’s useful and current: Outdated press releases or vague talking points won’t get picked up. Fresh, relevant content written for real people performs better across the board.

For this reason, PR content must go beyond simply making an announcement. It should feel like a resource. And yes, this is exactly where sponsored content, branded content, and thought leadership can make a difference. The stronger your content, the more likely it is to be included in what AI pulls into search results.

Final Thoughts

Content is no longer just part of the PR process. It is the process. If your content isn’t appearing in AI search, it’s likely not being seen by your audience. And that’s a missed opportunity.

Whether it’s sponsored content, branded content, or a strong thought leadership piece, the right message can travel further and last longer than any single headline.

Modern PR teams need to think like publishers. Write for people and platforms. Use questions, stories, and structure. And always lead with value. That’s how you build trust. That’s how you get seen. And yes, that’s how a well-executed AI Search PR strategy makes real impact.

At Avaans Media, we specialize in results-driven PR built for today’s media and search landscape. Whether you need a full content strategy, stronger thought leadership, or AI-friendly PR campaigns, we’re here to help you stand out and stay relevant.

Let’s discuss how to craft your brand story for what’s next. Contact Avaans Media today.

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B2B Technology PR: Content-Driven vs. Media Relations-Focused Strategies

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Key Takeaways:

  • A Balanced Approach is Often Best: Successful B2B tech PR rarely relies solely on content or media relations. The most impactful strategies strategically integrate both to build authority, generate leads, and secure valuable coverage.
  • Content Fuels Long-Term Authority and AI Visibility: While media relations provides immediate impact, consistent, high-quality content establishes your brand as a thought leader and improves discoverability in today’s AI-driven search landscape.
  • Understanding Your Audience Drives the Right Mix: The optimal blend of content and media relations depends on your specific target audience, their information consumption habits, and your overall business goals.

When tech companies enter the market—whether emerging from stealth mode or scaling post-Series B—they face a core marketing dilemma: Should they invest more in content-driven PR or lean into media relations-focused strategies? For leaders trying to build a presence in noisy, competitive markets, this is not a simple either/or decision. The truth is that successful B2B tech PR often lies in the right mix of both.

In today’s digital-first world, where Google is no longer the only gatekeeper of search and information discovery and increasingly relies on machine learning and algorithmic curation, knowing how to shape visibility is crucial. Whether your audience comprises CTOs evaluating integration opportunities, CIOs benchmarking product maturity, or investors gauging your roadmap credibility, how you show up in the public domain matters.

This guide breaks down each strategy, when to use them, how to measure success, and why an expert B2B tech PR agency is well-positioned to help execute both in tandem. We’ll also explore how these approaches impact modern B2B communications, influence thought leadership, and align with changing buyer behavior shaped by AI search marketing.

What Does Content-Driven B2B Tech PR Mean?

Content-driven B2B tech PR focuses on owned content like blogs, whitepapers, case studies, bylined articles, and social media. The goal is to build thought leadership, support AI search marketing, and drive inbound interest.

This strategy prioritizes educating, informing, and engaging decision-makers over time. It often involves SEO-optimized assets, email campaigns, and deep-dive explainers highlighting a company’s expertise.

For example, a SaaS cybersecurity company might use its blog to discuss trending threats, supported by downloadable whitepapers on mitigation strategies. Over time, this helps position the company as a reliable voice.

Strengths of Content-Led PR

  • Sustainable: Once published, content continues to work for your brand.
  • Control: You own the message, tone, and format.
  • Supports SEO: This is especially effective when aligned with AI search marketing strategies.
  • Good for technical stories: Deep product explanations may not always get media coverage but are great for owned platforms.

Boosts internal alignment: Helps unify messaging across sales, marketing, and executive teams.

Understanding Content-Driven B2B Tech PR: Depth Over Disruption

Content-driven PR relies on owned media—blog posts, whitepapers, bylined articles, eBooks, email newsletters, and executive LinkedIn posts. It’s not about breaking news. It’s about building a sustained presence of authority and helpfulness.

In B2B tech PR, particularly in highly technical or regulated industries, content is vital in simplifying complex value propositions and enabling decision-makers to learn at their own pace. A well-written whitepaper on your proprietary AI model or an in-depth blog post on how your platform enables regulatory compliance in MedTech doesn’t just sit on your website—it helps shape buyer perception.

A strong B2B tech PR agency helps you architect this content around your buyer journey. For example, they may use search data, sales insights, and industry pain points to determine what content to publish and when. That content is optimized to support AI search marketing, ensuring it’s discoverable via search engines like Google and generative platforms like ChatGPT and Gemini.

Real Impact of Content-Led Strategies

Let’s take a hardware analytics start-up selling to OEM manufacturers. Their product requires education—your average journalist won’t fully cover the solution in detail. However, through blog posts, product explainers, and case studies, they slowly build SEO strength, earn backlinks, and establish thought leadership among technical decision-makers.

And here’s something often overlooked: quality content gives your sales and marketing teams the necessary ammunition. Instead of cold outreach, they can link to helpful insights and analyst-backed explainers, reinforcing your credibility with every interaction.

In short, content-driven B2B tech PR creates a high-leverage asset library. You own it. You control it. It works for you long after publication.

The Case for Media Relations in B2B Tech PR: Credibility Through Coverage

While content gives you control, media relations provide credibility. A headline in Forbes, a quote in VentureBeat, or a feature in TechCrunch tells your audience that others trust this brand.

Media relations in B2B tech PR typically involve building journalist relationships, pitching newsworthy stories, issuing press releases, offering exclusives, and placing executives as sources of comment or thought contributors in relevant coverage.

An experienced B2B tech PR agency doesn’t just send out mass emails. Instead, it identifies media targets aligning with your audience and narrative and tailors each pitch to fit editorial needs. This process can result in a single article, syndicated coverage, investor attention, and peer recognition.

When Media Coverage Works Best

  • Product launches: Get attention and industry commentary.
  • Funding rounds: Signal growth and attract investor eyes.
  • Executive hires or board announcements: Position your leadership.
  • Data or research releases: Create a media cycle around proprietary insight.

Here’s a real-world example. A B2B SaaS firm in legal tech launched a study showing that law firms still rely on paper-based document reviews. That stat alone got them coverage in legal journals and tech publications. But more importantly, the media attention gave their sales team immediate credibility on calls.

Remember: no matter how good your whitepaper is, it’s often an article in Bloomberg that gets shared in Slack channels across enterprises.

Comparing the Two: A Deep Dive into Strategy and Outcome

To truly understand which path to take, you must evaluate the core outcomes each approach supports in a B2B communications ecosystem.

Element Content-Driven PR Media Relations-Focused PR
Audience Intent Actively researching, learning, comparing Passively discovering, exploring
Ownership 100% controlled by the brand Owned by third-party publishers
Cost Over Time Cost-efficient and scalable Higher per-output cost, especially for Tier-1 media
SEO & AI Discoverability Excellent for AI search marketing Low unless repurposed
Brand Authority Builds over time with consistency Immediate perceived credibility
Lifecycle Value Evergreen when updated Short shelf life unless syndicated
Lead Support Stronger for nurturing MQLs Stronger for top-of-funnel awareness

The most effective B2B tech PR plans leverage both models in alignment with broader brand goals. Your ideal mix depends on your industry, buyer sophistication, growth stage, and product complexity.

How AI Search Marketing Changes the Rules

One of the most important shifts in modern B2B communications is how buyers discover information. The rise of AI-driven platforms means traditional SEO signals are no longer the sole determinant of visibility. Instead, tools like ChatGPT recommend brands based on content authority, update frequency, schema markup, and embedded trust signals.

For example, when a VP of Engineering asks ChatGPT, “What are the top predictive analytics platforms for manufacturing supply chains?” the AI doesn’t just scrape the web. It synthesizes insights from credible sources, identifies structured answers, and prioritizes brands with consistent, relevant, well-marked content.

That’s where AI search marketing comes in. A forward-looking B2B tech PR agency helps brands create content optimized for keywords and AI parsing. It includes:

  • Structured formatting (using subheadings, lists, and tables)
  • Internal linking to reinforce the topical authority
  • Schema markup to signal content purpose
  • FAQs to anticipate conversational queries
  • Frequent content updates to boost recency score

It’s a clear case where content-led strategies have the edge over pure media relations. Press coverage might give you authority, but AI won’t include you in the top recommendations if your site lacks clear, structured assets.

Executing Both Strategies with a Unified Purpose

Here’s what an integrated B2B tech PR campaign looks like in practice:

  • Create Thought Leadership Content
  • Interview executives to uncover unique points of view. Turn their insights into blogs, eBooks, and bylined articles.
  • Target your AI search marketing strategy by identifying key questions buyers ask.
  • Build Media Pitches Based on Content
  • Don’t pitch random stories. Use insights from your content (research data, predictions, industry gaps) to pitch reporters with a fresh hook.
  • Leverage Earned Media for Authority

Once you secure coverage, reference it on your site, link to it in emails, and include quotes in future content. Earned media is a trust signal that feeds the algorithm. Turn that TechCrunch feature into a LinkedIn carousel, a blog commentary, a webinar, and a sales deck slide. A savvy B2B tech PR agency doesn’t think in silos. They believe in flywheels.

Metrics: Tracking What Matters in B2B Tech PR

Measurement is not just about numbers. It’s about matching outcomes with intent. Here’s how we break down success:

Content-Driven PR Metrics

  • Blog traffic and time-on-page: Indicates depth of engagement
  • Organic keyword growth: Especially non-branded and long-tail
  • Conversion from gated assets: For capturing leads
  • AI-based visibility: Mentions or citations in AI-generated answers
  • Internal share rates: If your sales team uses your content, that’s a success

Media Relations Metrics

Tier-1 and niche placements: Quality matters more than volume

  • Quote pickup and backlinks: Show message pull-through
  • Media relationships built: Helps for future crisis comms or event coverage
  • Sentiment analysis: Ensures media aligns with your positioning

Great B2B communications rely not only on outputs but also on outcomes.

What Is Media Relations-Focused B2B Tech PR?

This strategy relies on third-party validation by securing features, interviews, product reviews, and thought pieces in the media. It involves working closely with journalists, analysts, and publishers to get placements in credible outlets.

The B2B tech PR agency often handles media relations, pitches newsworthy stories, writes press releases, and builds relationships with reporters in specific beats like enterprise tech, fintech, cleantech, or semiconductors.

Strengths of Media-Led PR

Third-party validation: People trust journalists more than brand-owned blogs.

  • Brand awareness: Media coverage introduces your business to new audiences.
  • Executive positioning: Great for placing CEOs in front of decision-makers.
  • Crisis management: Trusted press relationships help mitigate reputational risks.
  • Works well with funding news: Ideal for announcing new rounds, product launches, or partnerships.

Why Media Relations Still Matter in 2025

Despite the rise of AI and content hubs, media coverage is far from dead.

Here’s why your B2B tech PR agency shouldn’t abandon media outreach:

  • Investors read the news: TechCrunch, Forbes, and Bloomberg still sway.
  • Media begets media: One article can lead to syndicated coverage or podcast invites.
  • Thought leadership amplification: Once quoted, you can amplify it across social media and email.
  • Crisis coverage control: Relationships with journalists can shape narratives in challenging times.

Examples of Both Strategies in Action

Example 1: Clean Energy IoT Platform

A mid-stage cleantech start-up developed an energy monitoring platform and hired a B2B tech PR agency to support its Series A announcement.

The agency secured coverage in TechCrunch, PV Magazine, and Greentech Media. Simultaneously, they created a library of technical explainers and a downloadable ROI calculator.

The media placements gave them investor credibility, and the content helped convert leads. The strategy worked because both pieces moved in sync.

Example 2: AI SaaS Product

A machine learning company focused solely on inbound content for six months. They published blogs, ran webinars, and shared insights on LinkedIn.

Results? Site traffic improved by 60%, and they gained backlinks from AI forums. But when they needed wider visibility for a new feature launch, content alone wasn’t enough. They pivoted and invested in media outreach for two months, resulting in coverage on ZDNet and AI Business.

It’s not about choosing one. It’s about choosing the right balance.

Merging the Two: Integrated B2B Tech PR Strategies: Content and Media Relations

The most successful PR campaigns merge content and media relations into one funnel. Here’s how:

  • Start with thought leadership: Interview executives and build content assets around their ideas.
  • Package content for the press: Turn your blogs or research into media pitches.
  • Use earned media in content: Add quotes or logos from news features to your site and decks.
  • Link internal and external content: Embed press features into blogs and vice versa.

A unified strategy ensures consistency, efficiency, and measurable results.

Metrics: How to Measure Success in Both Approaches

In B2B communications, measuring impact matters. Here’s what you should track for both strategies:

  • Content-Led PR Metrics
  • Blog visits and engagement rates
  • Downloads of whitepapers or guides
  • SERP rankings (especially for AI-recommended queries)
  • Backlinks earned through content
  • Email open rates on thought leadership campaigns
  • Media Relations Metrics
  • Number of placements and audience reach
  • Share of voice against competitors
  • Quality of outlet (tier-1 vs niche)
  • Syndication value
  • Message pull-through and executive mentions

A good B2B tech PR agency will provide integrated reports showing how both approaches support sales and marketing goals.

Common Pitfalls to Avoid

  • Over-reliance on one channel: Media fades; content builds slowly. Balance is key.
  • Lack of audience alignment: Don’t write blogs for journalists or pitch news to engineers.
  • Ignoring repurposing: Turn a single piece of content into multiple assets. A whitepaper can become a blog series, an infographic, and a media pitch.
  • Outdated assets: Especially in AI search marketing, stale content can hurt your visibility.
  • No internal collaboration: PR, content, SEO, and leadership must work together.

Final Thoughts: Content or Media—It’s Not Either/Or

In modern B2B tech PR, content-driven and media relations-focused strategies aren’t at odds—they’re allies. Each supports a different goal in your B2B communications journey.

To generate inbound leads, focus on smart, SEO-ready content. If you want to build credibility fast, target earned media placements. But if you want long-term, sustainable visibility and brand trust? Use both.

At Avaans Media, we believe that great PR starts with strategy. As a top B2B tech PR agency, we specialize in creating content-led campaigns that drive inbound results and complement them with high-impact media relations. Our work supports thought leadership, drives AI search marketing, and ensures that your brand reaches the right people at the right time.

Whether you’re in SaaS, cleantech, biotech, or AI, our team understands the nuances of B2B tech PR and how to help you win in fast-changing industries.

Let’s discuss your goals. Schedule a consultation with our senior team today to see how we can help your brand grow.

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2024 B2B Media Trends Leaders Need Today

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Key Takeaways

  • Embrace Diverse Thought Leadership: Beyond CEOs, other C-suite leaders can contribute valuable insights to enhance brand reputation. Utilizing ghostwriters can maximize impact and save time, while third-party thought leadership opportunities can broaden reach.
  • Leverage Data for Media Success: As journalism evolves, B2B companies should invest in credible research to provide valuable data to journalists. This approach can boost earned media coverage and establish the company as an industry leader, while also enabling data-driven PR strategies.
  • Prioritize Purpose-Driven Messaging: In an increasingly competitive landscape, articulating a clear purpose beyond profit can differentiate B2B brands. Purpose-driven initiatives not only foster employee engagement and customer loyalty but also create timely connections with current cultural trends.

With the emergence of ChatGPT, the world is waking up to changes in content. While these disruptions aren’t always visible to the average reader, top PR agencies have been aware of these changes for quite some time; well before AI-generated content. These changes are impacting all media, including tier one media outlets. These changes aren’t all bad – in fact, for PR savvy B2B companies, leveraging these opportunities can be game-changing. Whether you’re a challenger brand, an emerging industry or Pre-IPO, from CleanTech to HealthTech to Cannabis and AI companies, these are the 2024 B2B media trends leaders need today.

 

2024 B2B Media Trend #1: Thought Leadership, Not Just for CEOs

While CEOs will always play an important role in B2B brand reputation, today’s B2B companies can leverage other brilliant C-Suite leaders to expand their horizons and speak directly to their customer base. Let’s say you’re a SaaS platform for accountants – why not take advantage of thought leadership opportunities for your CFO? Your CEO probably has insights your customers and potential customers would really appreciate, and the signal you’re sending to them is “we get you.”

There’s no reason your C-Suite leaders need even to write their own content, ghost writers do the heavy lifting. In fact, from a brand reputation and thought leadership standpoint, having a ghostwriter is the most optimum choice. Top PR agencies have excellent writers in their ranks and you can take full advantage of their decades of discipline by leveraging that talent to do the heavy lifting of creating content calendars and ideas, not to mention eagle-eye editing.

While owned content remains extremely important, third-party thought leadership opportunities abound today. Never have there been so many opportunities for the C-Suite to make their mark. Today’s ambitious leaders are contributing to Forbes, Newsweek, Entrepreneur, and even industry verticals regularly. And that’s relevant because according to eMarketer, content marketing is the #2 channel driving revenues for B2B companies.

 

2024 B2B Media Trend #2: Give Me The Data

As advertising revenues decrease for top publications, there have been huge swaths of layoffs for journalists. Today’s freelance journalists don’t have the weight of the publication behind them in the same way, and that means gathering marketplace, consumer, or trending data is harder than ever.

B2B companies can double down on earned media by commissioning credible research or leveraging their own data to provide insights to journalists on trending business stories. Remember, even the top business publications are chasing stories of broader interest to the public. Data is the hero of B2B PR—use it.

Not only will using data give you a burst of earned media coverage, but your customers will appreciate it, and it’s the gift that keeps on giving. A well-structured survey will be useful throughout the year and position your company as the top of your industry immediately. Reports like this are also an excellent way to build out your database of potential customers.

Is commissioning credible data expensive? Yes. Is it worth it? Only if you enjoy seeing your company in media outlets like Fortune, Inc., and Bloomberg. Even the Wall Street Journal uses third-party data, and there’s nothing like a quote from your leadership that solidifies a point of view with hard data.

While we’re at it, make PR decisions based on data, too. Modern PR firms have access to data that extends beyond reach and impressions. Identify target KPIs with your PR agency and demand they keep track of those KPIs quarterly. Your stakeholders, like B2B investors, will love this data and allow you to create credibility. Avaans Media uses a combination of social listening and AI to project trends and report on KPIs.

 

2024 B2B Media Trend #3: The Purpose Matters

As 2024 is an election year, there will be ever more eyes on how businesses impact culture. B2B companies can help their customers and themselves by articulating purpose beyond making money. Purpose-driven PR isn’t just for consumer brands anymore. This is especially true for Pre-IPO B2B companies.

Numerous B2B brands have leveraged purpose to distinguish themselves in a crowded marketplace. According to the Harvard Business Review, “Purpose-driven companies make more money, have more engaged employees, more loyal customers, and are better at innovation and transformational change.” Purpose is your secret weapon to productivity and PR because purpose gives you another connection to make to timely news stories, especially trending stories like climate and the changing labor force.

If all that isn’t reason enough, because so many B2B leaders shrug off purpose-driven initiatives, it’s a great way to create a competitive advantage, even and especially when there is uncertainty.

2024 B2B Media Trend #4: Re-Thinking Social Media for B2B Companies

For the past two decades, Twitter has been the town hall that gathers VC, potential customers, and media. PR-savvy CEOs took a personal interest in Twitter and knew how to leverage it. What’s more – media outlets LOVED going to Twitter to find sources, take a pulse, and find perspectives. But today, Twitter (X) is a red hot mess. The platform is unstable; the future is uncertain; the bots and trolls have taken over, and media outlets have jumped ship because of reduced credibility. There has been an onslaught of Twitter replacements, from Meta’s Threads to Jack Dorsey’s Blue Sky. But neither of them has quite reached the levels of Twitter (yet). However, LinkedIn is a trusted standby, and more and more professionals, including journalists, are finding refuge there.

LinkedIn has so many ways to improve a B2B brand, but one of our favorites is the LinkedIn newsletter. Leverage this this with premium content gets delivered right to the inboxes of your subscribers. Inboxes that your newsletter doesn’t have access to. LinkedIn is also experimenting with AI-generated content that allows thought leaders to contribute.

2024 B2B Media Trend #5: Use Your PR for Recruitment and Sales

Media coverage provides proof to investors, clients, and the public. But it also provides social proof in recruiting and sales.

From a recruiting standpoint, when your brand is an industry leader, PR helps you attract the best talent. This is especially important for hypergrowth companies who need top talent to take them to the next level or emerging industries that need to establish broader credibility. Your media coverage tells a candidate as much about you as your recruiter does. Plus, ambitious employees like to imagine that there is room for them to be included in media coverage.

PR takes a lot of heat for not being trackable. We disagree, PR is trackable, when your PR is aligned with your business strategies. But nowhere is that more clear than how PR increases revenue. PR helps your current customers stay confident in their choice, reduces friction for new customers, and stimulates potential revenue by allowing you to share solutions that potential customers didn’t even know could be solved.

 

B2B Trend #6: Paid Placements vs. Advertising

Paid placements look different today than they did even three years ago, and some have highly credible thought leadership opportunities. Used strategically, these paid thought leadership opportunities  can provide a platform and opportunity to share a distinctive point of view. Consider these content strategy opportunities within the context of both media coverage and advertising so you can activate and optimize their benefits.

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What Paid Media Means for PR: Sponsored, Native & Pay-to-Play

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Key Takeaways

  • Understanding Paid vs. Earned Media: Paid placements may resemble editorial content but differ significantly from earned media. While earned media is valuable and cannot be guaranteed, paid placements offer more message control—though with different ethical considerations and generally less visibility.
  • Diverse Paid Content Options: From op-eds and press releases to product placements, paid content comes in many forms. Each has its own pricing and editorial processes, and must be integrated thoughtfully into your broader PR strategy.
  • Transparency and Activation Matter: It’s crucial to be transparent about costs and expectations when using paid placements. Promoting this content through your owned channels—like newsletters or social media—amplifies its reach and impact.

As a respected PR agency, we’re often asked: “Can you guarantee coverage?” The answer is more complex in today’s evolving media environment.

Earned media—coverage from a respected outlet that results from strong storytelling and media relations—remains the most valuable, but it cannot be guaranteed. That’s why earned media is what most people associate with traditional PR.

But increasingly, there are also opportunities for paid content. This trend often looks like editorial coverage and may even go through an editorial review—but it is not earned. Think of these as modern-day “advertorials.” They’re different from traditional ads, and they rarely provide analytics. Instead, they function more like digital PR assets.

Unfortunately, some agencies promote these as “guaranteed coverage,” which is misleading. These are placements, not earned media. Still, in the right context, paid placements can play a meaningful role in brand awareness and reputation strategies.

Guaranteed Paid Op-Eds and Editorials

Publications like Forbes, Entrepreneur, and Rolling Stone offer opportunities for thought leaders to share perspectives via paid editorial programs. These typically require annual membership and involve editorial review.

You can’t overtly promote products or your company, but you can link to your website from a short bio—often a valuable SEO asset.

We guide clients through this process, including ghostwriting and editorial revisions. Turnaround times vary, with first-round edits taking up to four weeks. Even though memberships offer “unlimited” submissions, most clients realistically publish 4–6 high-quality pieces annually.

These are digital-only, not featured in print, and rarely promoted on publication homepages—but still offer prestige and platform elevation.

Paid Content in Magazines

If you’re not quite ready to step into thought leadership, some outlets accept paid editorial content. Pricing ranges from $2,000 to $30,000+, depending on outlet prestige and format.

These pieces are pre-written, edited by the outlet, and may or may not include follow links. We sometimes recommend this route as part of a broader content strategy.

Note: Unlike earned coverage, these often have limited timeframes (e.g., 90 days). They’re usually labeled as “sponsored” and not included in print editions or prominent homepage spots—but they do offer message control and brand storytelling opportunities.

Press Releases: Paid Content Old School

Press releases remain a fully controlled, paid content format. However, formatting matters—a poorly formatted release can damage credibility.

While releases don’t often drive earned coverage alone, they serve as valuable assets for branded search visibility and credibility. Pricing depends on outlet syndication and how long content stays live.

Paid Product Placement

Television segments occasionally offer paid product placement, especially during seasonal campaigns. Some are live; others are syndicated across markets.

These opportunities are typically 5-figure investments and require editorial relevance. We include these selectively in our consumer product PR sprints.

Affiliate Product Placement

Affiliate placements allow publications to earn commissions from product links. These are common in gift guides and product roundups, and often involve networks journalists already work with.

Reputable outlets disclose this relationship to readers. While affiliate links typically don’t offer SEO benefits, they can extend reach and lifespan—especially with younger audiences like GenZ.

In Conclusion

Earned Media Paid Media
✓ Higher credibility & trust
✓ Third-party validation
✓ Stronger SEO impact
✓ Social sharing potential
✗ Cannot be guaranteed
✗ Limited message control
✗ Unpredictable timing
✓ Message control & timing
✓ Guaranteed placement
✓ Predictable ROI measurement
✓ Faster execution timeline
✗ Lower audience trust
✗ “Sponsored” labeling required
✗ Limited organic reach

Paid content has a role in modern PR—but you need to know what you’re getting. If a placement sounds too good to be true, it probably is.

Used strategically, paid placements can complement earned media and help shape your public narrative. Just make sure transparency, ethics, and audience value come first.

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What is Sponsored Content vs Branded Content?

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Key Takeaways

  • Understanding Sponsored vs. Branded Content: Sponsored content involves collaboration between the brand and the media outlet, often featuring indexed links for SEO and lasting visibility, while branded content is a hybrid of editorial and paid material created by the publication, designed to appear native and engaging. Both formats aim to entertain or inform rather than simply advertise.
  • Effectiveness of Paid Content: Branded content can enhance brand recall by up to 86% compared to traditional ads, making it a powerful tool for consumer brands. Unlike traditional advertisements, effective paid content engages the viewer’s attention without a strong call to action, fostering a more organic connection with the audience.
  • Role in PR and Content Strategy: Sponsored and branded content are valuable for launching campaigns and establishing visibility early on, serving to reinforce messaging and enhance search indexing. These formats can complement other promotional strategies and are integral to a digitally savvy PR approach, helping brands connect meaningfully with their audience.

There are so many ways consumer brands can effectively reach audiences today. Brands have a dizzying array of choices; it’s easy to lose track of the differences between sponsored content and branded content, and how they work with PR. Even the term “media outlets” is confusing because there are so many. For our purposes today, media outlets refer to traditional publications with online versions rather than social media platforms or blogs. Today’s online and print versions (where they still exist) are radically different. There is usually a lot more content on the web version, and there are no space limitations, meaning sponsored and branded content has been democratized. It used to be that only the most prominent brands could afford to buy space in magazines like Women’s Wear Daily or People Magazine, but today, buying content on those online versions is possible for much smaller consumer brands.

Sponsored content vs branded content

What is sponsored content?

Sponsored content is produced in collaboration with the brand; the brand has at least some oversight.

Sometimes sponsored content includes indexed links useful to SEO. This is perhaps one of the most compelling advantages of sponsored content. It creates an inbound link from a reputable online source, and it shows up in Google searches, which enhances reputation.

Like an ad, sponsored content may guarantee a certain number of views or placement over a guaranteed amount of time. Some influencers or publications require complete creative control, especially with product reviews. Depending on the outlet, sponsored content, because it has editorial oversight, very often lasts longer, sometimes indefinitely.  Depending on the publication and the format, it will appear with “sponsored” or “ad” designations per FTC guidelines. Branded content can be an article in a publication or an influencer video.

What is branded content?

Branded content is a hybrid of editorial and paid content produced by the publication; it is native-appearing. The placement and content oversight are paid for, and in this way, it differs from earned media. Like sponsored content, branded content is far less interruption than traditional digital advertising. Sometimes branded content includes indexed and because of the editorial oversight, do-follow links useful to SEO.

How to effectively use sponsored and branded content?

The most successful sponsored content and branded does not read like an advertisement.  Instead, it maximizes the space to create entertainment value or evoke an emotional response with storytelling. Creating content that viewers want to read is why paid content is more effective than banner ads. Very often, paid content isn’t even directly about the brand, and it may be a piece of content that distills critical messages to the audience without directly pushing the company; instead, it moves the consumer’s perception of a product or a lifestyle change.

Over and over, I see paid content that feels like a giant ad, and I know it’s because someone in marketing, or maybe even an overly enthusiastic CEO read the copy and said something like,  “There’s no call to action!” or “We aren’t even talking about our product’s best features!” And so the entire piece reads like the brand website. This is such a sad waste of viewer attention. The intent is to create or reinforce the customer journey. Customers almost never buy on the first interaction with a brand, think about paid content as a first or second meeting.

Is paid content effective for consumer brands?

Branded content drives up to 86% more brand recall than traditional advertising. That’s a considerable uptick. So why does anyone do any other form of traditional advertising? The reason is that branded content works because it doesn’t feel like a strong call to action; rather, it feels informative or entertaining, or even like news.

How are branded content and sponsored content similar?

How to choose between brand content vs sponsored content? This might be a matter of budget. Experienced content creators like editors at sought-after publications are not cheap.  Sponsored content is often less expensive, and it isn’t usually as in-depth as branded coverage, nor is it always premium quality. Some outlets do not ever place sponsored content in a front page rotation, where they might for premium branded content.

Paid content is effective because, unlike paid advertising, it doesn’t interrupt the viewer’s experience. Very often, there isn’t even a solid call to action in sponsored content. Because there isn’t a strong call-to-action, many brands run ad campaigns alongside their sponsored content to cement brand recall, improving click rates on traditional advertisements. Like an ad, paid content may not be permanently hosted or appear in search indefinitely.  Paid content, when done well, engages the viewer for a longer period than an ad; as importantly, because the view engages with the content, they will be more likely to remember it.

We love paid content because, unlike a traditional ad, it’s usually stickier and can be leveraged in many of the same ways as earned media.

Here is a simple comparisonof the key differences between Branded Content and Sponsored Content:

Aspect Branded Content Sponsored Content
Production & Control Created by the publication; high editorial quality and control. Created in collaboration with the brand; brand has some creative oversight.
Appearance Native, blends seamlessly with editorial content. Labeled as “sponsored” or “ad” per FTC guidelines.
Cost More expensive due to premium quality and editorial involvement. Generally more affordable; often lighter and less in-depth.
SEO Value Can include indexed, do-follow links that support SEO. Often includes SEO-beneficial links from reputable sources.
Placement & Visibility May be featured more prominently (e.g., front-page rotation). Placement often more limited; may not get top billing.
Tone & Effectiveness Prioritizes storytelling and emotional engagement over direct promotion. Effective when subtle; may fail if it reads too much like a traditional ad.

How does it compare to earned media?

Sponsored content feels more trusted than advertisements but not as trusted as independent coverage or reviews. But, like earned media, it provides a way for brands to reach viewers while they’re in the mindset to consume content or while they’re searching for information related to the brand.

Because it isn’t paid, earned media is more trusted, and therefore, more valuable. Also, earned media is permanent. We see search results for earned content that is several years old but still relevant. So earned media is far stickier.

How does it fit in with PR and content strategy?

From a PR and content strategy perspective, we like to use sponsored or branded content to kick off a campaign; this gives us some control over the message early on and guarantees some visibility and search indexing. We use paid content with many of our thought leadership programs, to help leaders develop their voice, their point of view, and reputation. We also use paid content for product introduction. It is not uncommon to see brands use sponsored content in other forms of promotion and advertising.

In short, we think a lot of paid content makes sense with a digitally savvy PR campaign. Curious to learn how paid content can help your brand? Get in touch with us today to start building content that truly resonates.

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Creating Great Content: The Viral Marketing Virus

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Key Takeaways

  • Focus on Quality, Not Virality: The article emphasizes that while going viral can be a benefit of great content, it should not be the primary goal. Instead, marketers should prioritize creating high-quality, emotionally resonant content that tells a story and engages the audience meaningfully.
  • Embrace Purposeful Content Creation: In today’s crowded media landscape, content should be purposeful and relevant. Marketers need to think strategically about their audience, distribution plans, and the cultural context to ensure their content stands out and resonates with viewers.
  • Understand the Role of Storytelling: Effective storytelling is essential for content creation. Whether planned or spontaneous, successful content often strikes an emotional chord with its audience. Marketers are encouraged to craft unique narratives that integrate their brand naturally, rather than forcing the product into the spotlight.

Listen up: Going viral is a benefit to creating great content, not the goal.

But if you’re really committed to creating great content, a viral marketing campaign:

Creating viral content is this easy.
And this difficult.
Here’s my fool-proof 3-step process.

  1. Create content that strikes an emotional cord (funny, sad, inspirational) and is distinctly unique and you’re one step closer to viral.
  2. Create content that tells a story, not a tagline, and you’re one step closer to going viral. 
  3. If you’re branding it, make the product part of the story, not THE story.

Not all that helpful, right? Truly the devil is in the details. Storytelling. More art than science. That’s why there is no Einstein-esque formula for viral. If only “viral” were as simple as math. It takes time to create and make a story. Songwriters, ad professionals, photographers, marketers, movie makers, writers, videographers, graphic designers.  Storytellers. And once in a while, a storyteller also gets lucky. And viral happens. Think of all the stories out there today. Not too many go viral, but does that make them not worth making? Of course not.

Update 2024:

Today we’re reaching into the archives to update a post I authored in 2008. 

Looking through this article (full text below), which originally appeared in 2002, I was struck by how much has changed and how much hasn’t. 

Going viral has changed a bit, and it happens faster than ever, thanks to platforms like TikTok, which we couldn’t even conceive of in 2010. 

On the other hand, content serves us differently now, and we have a lot more at our disposal. 

It’s interesting to look back through the time machine and compare content then vs. now. 

What’s changed?

We have more channels of distraction than ever. 

More isn’t always better, and that’s where we are today.Today, everyone is a creator—from influencers to publicists and marketers, even your neighbor next door. We have more channels competing for our time and attention. A lot has changed since the halcyon days of social media. The competition for eyeballs is great. It’s better to niche down and create content for a very specific audience, but don’t even try to please everyone. Of course, that’s not a license to be offensive, which brings me to my next point.

It means that creating great content must be purposeful and relevant. More than ever, you must think like a movie studio; if you’re going to spend the effort to create great content, what’s the distribution plan? What’s the marketing plan? Is there something newsworthy about it?

Cancel Culture Thrives on Viral Viruses

In today’s world, a very real question brands have to ask themselves: is viral content worth the risk? We live in a very divided time, and often, what strikes a cord is something that’s divisive to others (see: Budlight Controversy) . It’s easy for brands, be they purpose-driven or otherwise, to respond to the cancel culture with bland content to avoid a PR crisis.

Creating great content that goes viral in the best way, without offending a person or a group really requires diversity of perspectives at the content creation table.

We’re All Just Living in This Moment Together

Remember that moment during the COVID pandemic when we were all doing the exact same thing? There was a second there when the world felt very united. We had a common enemy: the virus. A common enemy is a great storytelling level, and lots of brands jumped to be part of the most important cultural moment of our lifetimes. That moment has passed, and it seems we’ve gone from one crisis to another for years now.

Even as I write this, in an election year, there are still things that unite us–your customers. Animals, from dogs and cats to sheep and donkeys, unite us. Rollercoasters (people love them or hate them) are divisive, but they still unite us. Simple pleasures like swimming in a lake or taking a nap under the dappled sun of a big shade tree are a shared experience. Nostalgia is a great uniter.

It’s more important than ever to tap into the zeitgeist of the time, know your audience very well, and be alongside them on their journey. It’s often a surprise when a beautifully created, well-crafted, branded, but bland video doesn’t go viral. I’m often left wondering—what would make it go viral? What planning went behind the distribution of the video? Was there something a viewer could really get emotional about? What was the plan to get people to view it?

So what’s stayed the same?

Create the best, most memorable content you can create.

Today: decide on your overall content strategy, put the time and effort into greatness, think like a movie studio, and create a plan.

Original Post: 2010

So, in honor of The Story, let me tell you one. About 4 years ago, I talked with Judson Laipply, whose own viral video in 2006, “Evolution of Dance,” received 70 million views in under 8 months. At the time, it was the #1 most viewed video of all time on YouTube (way before Gangnam Style). Judson’s performance tells a great story in an entertaining, unique way. When I asked him about his own viral video, he said that he put it up on YouTube as a fluke and that, in fact, someone in the audience recorded it and sent it to him. Judson was as surprised as anyone at the response; he wasn’t already famous (like some other viral video creators) Â, and he didn’t have a huge social media following at the time.  Since then, he’s done several follow-ups but none so successful as the original. Today, Judson is a working motivational speaker. The point is completely of the moment. Yep. Complete accident? Yep. Repeatable? Probably not. With all due respect to Judson, we’ve all been there and done that.

It’s pretty rare that branded material go viral. If you look at the most popular YouTube videos of all time (YouTube Charts), not a single one is a branded video. Almost all of them are music videos (YouTube being to this generation what MTV was to mine). Coincidence? No.  Does that mean that branded content can’t still be powerful? No. Check out the videos in particular categories. The all-time #1 video in the auto & vehicles segment is a COMMERCIAL. The Volkswagen/Darth Vadar commercial originally aired during the Superbowl 2011 (you don’t even have to go find it, do you? You remember it). Notably, none of the other Superbowl ads from that year or this year can claim the number one spot in any category. There were some great branded viral videos in 2012; my personal favorite was the Dollar Shave Club, which appears deceptively simple, but once you break it down, you realize it’s the product of a lot of talent and planning.

There is a theme here: either viral is completely planned, thought out, and scripted, or it’s completely of the moment, off-the-cuff. One is time-consuming, expensive, and lucky, and one is JUST lucky.  Which are you?

So go forth, my marketing compadres. Create amazing content in whatever medium you wish. Please. But create amazing content because it’s the right thing to do if you’re going to create content at all. By creating content, you’re saying something about your brand, whether 1,000 people see it or 1 billion people see it. Create the best, most memorable content you can create. And move on. And remember, sometimes it’s about quality over quantity.

 

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