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If you sell consumer tech or fashion, PR is relatively easy. Journalists are always looking for the next trend.
But what if you sell HVAC components? Or compliance software? Or logistics consulting?
Most B2B founders believe the lie that “PR doesn’t work for us because our industry is boring.” They resign themselves to writing dry press releases about software updates that nobody reads.
Here is the truth: Journalists love “boring” industries. Why? Because boring industries have data. They have money. And they solve expensive problems.
You don’t need to be “sexy” to get coverage. You just need to be useful. Here is how we use our Full-Funnel Digital PR™ framework to build massive authority for niche B2B brands.
1. The “Data Study” (The Great Equalizer)
You might not have a celebrity spokesperson, but you likely have terabytes of internal data. Use it.
- The Problem: A generic pitch: “We are the leading provider of shipping logistics.” (Delete).
- The Story: A data-driven report: “70% of Florida shipments are delayed due to X.” (Published).
Journalists are desperate for original statistics to cite in their articles. If you package your boring internal data into a “State of the Industry” report, you become the primary source. This earns high-DA backlinks from major business outlets that would never cover your product launch.
2. Newsjacking with Expert Commentary
When a crisis hits your “boring” industry, you need to be the first one in the reporter’s inbox.
- Scenario: A new regulation changes how payroll is processed.
- The Pitch: Don’t pitch your payroll software. Pitch your CEO’s opinion on how this regulation will bankrupt small businesses.
This is called Newsjacking. By inserting your expert commentary into a breaking news story, you position your brand as the thought leader. You aren’t selling software; you are selling safety.
3. Solve the “Villain” Problem
Every industry has a villain. In B2B, the villain is usually Inefficiency, Waste, or Risk. Stop talking about your “solutions” and start talking about the “villain.”
- Boring: “Our cybersecurity tool has a new dashboard.”
- Interesting: “Why ‘Shadow IT’ is costing Manufacturing firms $5M a year.”
Stories about money lost always get clicked.
4. Leverage “Unlinked Mentions”
If you have been in business for a while, people are probably talking about you—they just aren’t linking to you.
- The Tactic: We scan the web for every mention of your brand name or your CEO’s name.
- The Ask: We reach out to those journalists and say, “Thanks for the mention! Could you link that to our original research here?”
This is the lowest-hanging fruit in Digital PR. It turns “vanity mentions” into “SEO value.”
Conclusion: Boring is Profitable
Don’t apologize for your niche. In Digital PR, “boring” usually means “essential.”
If you are ready to stop writing press releases and start making news, let’s build a campaign that turns your expertise into authority.
