Chapter 41: Case Study: B2B Digital PR Excellence

Key Takeaways - Thought leadership is the goal: Establish credibility by becoming the leading expert in your niche. - Content is the engine: High-quality, educational content builds trust and generates leads. - SEO and PR are linked: Create content that earns backlinks from industry publications. - The AEO advantage: Original research makes you the definitive source that AI assistants cite.

B2B (business-to-business) PR has a more niche audience and a longer sales cycle. The goal is to build authority and generate qualified leads.

HubSpot: The Content Authority

HubSpot's strategy is built on providing immense value for free. Through their blog, academy, and library of templates, they answer every possible question a professional in their space might have. Why it Works: This builds massive trust and positions the brand as the standard in the industry. It is also an SEO powerhouse, driving millions in organic traffic.

Campaign Example: Research Reports

Every year, HubSpot surveys thousands of professionals to create comprehensive industry reports. - Owned: They publish the report behind a lead-gen form to capture data. - Earned: They pitch the report to journalists. Because it contains unique data, it earns significant media coverage and high-authority backlinks. - Shared: They create infographics and bite-sized stats for social media. - Paid: They run ads to ensure the report reaches key decision-makers.

The Lesson: For B2B, the best PR is often to become the leading expert in your field by providing information that helps your audience do their jobs better.

Chapter 41 Toolkit: B2B Content Strategy

Practical Exercise

Exercise: B2B Content Idea Identify one topic where your company (or one you know) has unique data or expertise. Outline a major "link-worthy" piece of content based on that data. Define who would want to cover it and why it is useful for their audience.

DPRI CONNECTION

B2B excellence is about Content Marketing and Thought Leadership. These activities produce high Domain Authority, Citation Authority, and Lead Generation outcomes.

Next: Reputation takes years to build and minutes to destroy. Chapter 42 examines major crises and the lessons learned from slow responses.