Why crossing the divide from PR to content marketing is the best decision I ever made (and why you should do it too!) | Isoline Communications

May 14, 2018


By Anu Ramani

Anu Ramani is a specialist in international B2B communications.

More articles from Anu Ramani

After two decades in PR, I had a fantastic job, the opportunity to work with great brands and an impressive network of media relationships. So why did I find myself struggling with the feeling that PR wasn’t really it for me anymore?

Are there just too many PRs in the tech industry?

First of all, it was pretty obvious to anyone who wasn’t hiding under a rock that the industry was changing. It was impossible not to notice that there seemed to be around five eager PR bunnies to every tech journalist.

Don’t get me wrong; I am not dissing the value of PR. Media relations is valuable. Editorial remains seven times more credible than advertising. But the tech market is saturated with PRs and will need to correct at some point.

Which leads me to my second point. Again, it didn’t take a super sleuth to see that clients were – and still are – demanding different skills from their PR team.

A sea change in client needs?

The B2B technology sales process has gone through a sea change in the last two decades. The modernPR needs to create content that not only engages the audience across every channel, but also provides sustenance for prospects throughout the sales process. Complex technologies involve consultative and educational selling which demands high value content. Sales enablement creates a seemingly insatiable need for content. But that content must NOT be marketing-led. It must provide value for the user.

Is the PR agency model out-of-date?

Sound like a perfect opportunity for tech PR agencies with their story-telling nous? To be fair, some agencies are rising to the challenge, but many are struggling, because their business model is not designed to deliver this high value service. I saw the opportunity to design an agency that could fill the marketneed. From scratch. Without the restrictions of the traditional PR agency model. I like to push myself beyond my comfort zone, I had not forgotten my roots in below-the-line advertising and to be honest I was hungry for a new challenge.

Living by my values

It was time to set up my own content agency and to base it on some key principles and values that I truly believe in. Simply put I wanted deliver great content to senior marketers working for innovative tech brands. I wanted to build great relationships with my client. And I wanted to enjoy working with like-minded people.

Success beyond my expectations

So far it seems to have been a recipe for success. Isoline Communications has grown beyond what I had dared to hope for. And I am now looking for expert content creators who share a passion for the tech industry to join me.

So if you are a smart, proactive and tech-savvy communicator who wants to be part of an exciting future, then I want to hear from you. Get in touch!

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