First, I wanted to give you the opportunity to check out this post as video:

"B2B content marketing is so easy, anyone can do it." I've heard this idea thrown around countless times. And I can't help but shake my head at the notion. Yeah, sure, anybody can write a blog, but that doesn't mean it's going to have an audience. It takes a lot more than basic writing skills to create successful B2B content.

Photo Credit: Frank McKenna

Public relations is changing in the blink of an eye.

There’s just one problem. Some Public relations practitioners and many PR clients are running a little behind.

"Get me some PR."

Unfortunately, PR doesn't work like that. You can't just order it and have it delivered or pick it up at the store. It requires a well thought out PR strategy and flawless execution to be effective.

B2B marketing trends are like a compass. While you move forward in your business endeavors, marketing trends help to keep you on course.

Thought leadership is one of those buzzwords that gets bruited about without a lot of substance behind it.

What exactly does it mean? 

B2B content marketing has become the white bread of content marketing. It's on every B2B marketer's menu and unfortunately a lot of it is as exciting as white bread. It lacks texture, and flavor and gusto.

Beyond that, it's often missing a solid foundation. Simply content without a strategy it isn't a solid part of B2B marketing strategies.  

And yet...done right it works. According to Content Marketing Institute, content marketing costs 62% less than outbound marketing and generates 3X as many leads." 

So how do you get your B2B content marketing up to snuff? What do you need to do differently?

PR faces a conundrum. We have loads of examples where a solid PR strategy has contributed to a brand's growth and visibility. But PR teams still struggle to prove the value of PR to their C-suite executives. 

The value of content marketing for PR and social media has become a slam dunk when it comes to digital marketing. And as new networks and platforms emerge, it becomes even more essential. 

Some may compare curated content for marketing to picking up something off the street and giving it as a gift. But this is all wrong, both in the intention and strategy of content curation. A better comparison would be combing through stores to find the right gift and wrapping it carefully to surprise a loved one.