In today’s world, owned PR is necessary for any company that wants to be taken seriously. With owned PR, your messaging reach those interested in your services or products without relying only on third-party publications. In this article, I will give you some tips on how to improve owned PR and help expand your company’s voice.

Collaborations

In such a saturated B2B media ecosystem, probably the most essential aspect of modern marketing is the ability to get targeted reach to your potential clients and prospects.

To do that, it is not enough to only publish a podcast or a blog and let employees share it. You need to find ways to collaborate with current clients, prospects, or supporting partners to increase your content’s reach.

Some examples:

*Build an industry niche podcast where you interview key leaders in your field and interview clients and prospects. Everyone (almost everyone) likes to be interviewed and promoted. For example check out Yoel Israel’s B2B Marketing podcast 

*Create a Q&A interview series that can be featured in your website’s blog section. Again, this is a great opportunity to build relationships with your relevant audience.

*Utilize influencer marketing, partner with influencers let them assist in promoting and spreading the word about your products and services; this is a strong brand-building move. You can also check out B2B influencer marketing platforms like Cyfluencer.com, with who I work and collaborate.

*Create a “contributor” platform on your website. Check out what SAP did with their blog community. This is such a big brand move on so many levels. Increased website visitors, brand awareness, product feature improvements, high volume of user-generated content, and so much more benefits out of this method.

KPIs of collaborations 

Some KPIs can be easily measured through attribution tools like Google Analytics and LinkedIn company page analytics, such as:

*Website visitors

*Company page visitors

*User engagement

*Content reach

*Brand awareness

*Leads generated

And so on.

But there is another set of KPIs that you will discover that will not necessarily be attributed via the analytic tools mentioned.

This includes:

*Relationship building with prospects

*Word of mouth referrals

*Increased customer retention

There are many benefits from this method, and if you choose the right collaboration partners to work with, it can help your owned PR efforts tremendously. And not only that, but also turning influencers into brand advocates, which will have a positive impact in the long term.