Public Relations Can Help Fill the Industrial Marketing Gap Developing as SEO and Content Marketing Decline
Is public relations the answer to the burning marketing question?
Everyone's asking what to do as Google search quickly loses its steam.
- Traffic is falling
- Keyword rankings are falling
- Visitor/lead conversion rates are falling
- Leads are falling
- and, connect rates for reps reaching those leads are falling
Aside from that, the SEO and content marketing model is alive and well! The point is, it's not effective for many industrial marketing goals today.
So how do we plug the gap? The key is to become known and trusted, and to be broadly cited in LLMs as more turn to AI for augmented search.
Public relations may be the answer. It builds awareness of your story, your company, your leaders and subject matter experts, and the problems that you help buyers solve.
To help me dig into the fundamentals, emerging trends and potential of PR to boost industrial marketing, I chat with Greg Matusky, founder of Gregory FCA, one of the 40 largest PR firms in the US. Greg comes ready to talk about a range of topics including the decline of the familiar SEO & content marketing playbook, AI disruption, and how public relations is poised to become an important tool.
Connect with Greg for insights into public relations, content marketing and AI.
Check out Greg's Gregory FCA website and The Disruption is Now podcast | |
The Resurging Importance of Public Relations as Google Search, SEO & Content Decline - Greg Matusky on Industrial Growth Institute Episode 72
Episode Recap
Summary
We discuss the evolving role of PR in the digital age, emphasizing the importance of storytelling, effective communication, and the integration of AI tools.
The conversation highlights the significance of video content, crisis communication strategies, and the value of hiring journalists to enhance PR efforts. Gregy shares insights on adapting to AI in content marketing, the importance of research, and the need for companies to focus on audience pain points.
The conclusion seems clear - industrial companies should embrace PR as a critical component of their growth strategy in an increasingly automated world.
Takeaways
- AI is fundamentally changing business practices, including industrial content marketing and PR.
- PR is about telling your story clearly and effectively.
- The role of PR is evolving with the rise of AI and digital media.
- Companies should focus on creating more content to improve visibility.
- AI tools can enhance the writing process and improve communication.
- Video content is becoming increasingly important for engagement.
- Building relationships through video and podcasts can enhance PR efforts.
- Crisis communication strategies need to adapt to the fast-paced digital landscape.
- Hiring journalists can improve the quality of PR outreach.
- Understanding audience pain points is crucial for effective communication.
Takeaway Quote from Greg Matusky
- "PR is about telling your story clearly."
Outline
00:00 The Disruption of AI in Business
02:12 Understanding the Role of PR
06:04 The Evolving Landscape of PR and Marketing
11:24 AI's Impact on Content Creation
18:25 Adapting to AI in Content Marketing
20:27 The Importance of Video in PR
23:31 Building Relationships Through Video
25:39 Crisis Communication in the Age of AI
26:56 The Value of Hiring Journalists and young public relations professionals
30:36 Navigating PR Strategies
33:15 The Future of SEO and PR
38:44 Focusing on Client Pain Points
41:10 Employee Retention and AI
44:34 Taking Risks for Growth
47:47 Telling the Story of Private Equity
50:30 Recognizing AI's Potential
54:09 The Future of AI and PR
58:01 The Role of Research in PR
01:00:48 Creating Value Through Communication
01:03:09 The Importance of Effective Communication
01:05:42 Identifying Company Faces for PR
01:07:08 Managing Long-Term PR Trends
01:08:23 Balancing Automation and Job Security
01:10:20 The Board's Role in PR
01:11:13 Resources for PR Professionals
01:12:35 Connecting with Greg Matusky
01:13:34 The Critical Role of PR in Industrial Companies
Do You and Your Team Recognize the Speed and Magnitude of Change Sweeping Industrial Sales and Marketing?
The impact of traditional SEO and content approaches to marketing has collapsed by nearly 80% in effectiveness over the last 18-24 months. Research shows that buyers are ≈80% likely to buy from the vendor who is #1 on a shortlist they've prepared before they even spoke to anyone.
This is not the environment your team and infrastructure are built for.
We need to understand the changes and how to adapt.
That's what I've outlined in this recent paper.
