It will soon be London Technology Week (11-17th June), providing an opportunity for businesses to discover and showcase disruptive technologies, seek growth advice, debate the issues and learn about innovations just around the corner.
But with no shortage of tech firms emerging with the latest ‘big thing,’ how do B2B tech businesses stand out?
Quick and dirty?
I like to think of PR as a one night stand. It’s quick, fun but the high is short lived.
If you think about your PR programme, it’s made up of short stories which are released to the world in short bursts. The story peaks and then the ‘fun’ is over (at least til the next story). But content is the exact opposite. It’s more like a long-term relationship which needs investment and nurturing but it’s worth it. Put both content marketing and PR together and you have something extremely powerful.
PR will help you get your brand in the right place and in front of the right eyeballs but it’s most successful as part of an integrated content programme.
That news-story might catch the eye of the CEO when scouring the morning news but it’s most powerful when you use it to pull your target audience through to your owned media whether a LinkedIn Pulse blog or a thought-leadership white paper.
So when thinking about how you stand out think about how content and PR can work together to drive the results you need.
Who said a long-term relationship had to be boring anyway?