But, “gadgetry” mustn’t get in the way of telling a good story.
This article states that while content marketers have invested in technology and marketing solutions, PR professionals bring an editorial mindset to the table for companies looking to reach targeted audiences. He adds that technology is most useful in personalising and customising content, a skill becoming increasingly necessary to breakthrough.
Kingsbury adds that the ability to customise and target with precision is a “powerful combination.” In the case of a B2B business looking to target say 50 people from a handful of companies, technology can be liberating.
Further, Kingsbury notes that technology allows for narrow segmentation and “frees you up to tell stories and to communicate in much more specific ways”. Ultimately, he adds, content is only a relationship-building tool and not the sales pitch itself.
[3 minute read]