Are you making lasting connections with potential customers? For B2B companies, connecting with C-level executives at different businesses is vital to generate leads.

But are those executives actually reading the content you produce?

A recent study by The Economist of brand marketers and their B2B audiences highlights the growing divide between company executives and the marketers handling their brands. The survey cites that 93% of marketers will maintain or increase their current content marketing efforts in the New Year, but they may be missing the mark on your brand's overall goals.

With the primary purpose of producing content for most marketers being to increase sales, many unsatisfied execs feel that their efforts come across as self-serving.

The main citied reason for content not making a lasting impression on business leaders is that it seemed like more of a sales pitch rather than compelling information. With 75% of executives researching content to find new business ideas, developing informational pieces that shed light on a particular subject matter would prove more valuable.

This disconnect may be a sure sign that some of your marketing dollars need to be allocated to other areas, such as public relations.

In B2B public relations, there are many different ways a comprehensive PR strategy can assist your business. The study shows that 86% of businesses prefer classic text content over emerging forms, and, even while using solely text, the possibilities to showcase your company's expertise are endless.

A PR team can develop a plan that includes creating white papers, developing blog posts, distributing informative press releases, introducing you as a speaker or attendee to an industry event, or writing bylined articles for a well-established publication.

If you aren't seeing a solid return on your investment from current marketing initiatives, now is the time to try new methods. At Ripley PR, we stay up-to-date with industry news to ensure your brand's content is timely and relevant. Our job is to establish you and your business as reputable experts in your field, and create a desire for the valuable information you publish.



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