Even a quarter century after Bill Gates’ famous “Content is King” essay was published, content marketing is still the king of lead generation. This is especially true in the increasingly competitive B2B market where there’s always room for improvement.

In this article, Dina uses her public relations expertise to give recommendations for both communications teams who work with B2B projects and its founders. She outlines five simple tips for creating an excellent content strategy that drives leads.

She insists it is important to maintain a portfolio of use cases and case studies. It allows potential clients to see tools your company can work with and the results you can achieve as well as to get an outsider’s view of your reputation. Investing in quality R&D is also an investment in developing your reputation and credibility. Offering a “test drive” and launching pilot projects have the same positive impact.

Another two tips Dina shares are taking the guesswork out of the equation and demonstrating your industry expertise. She believes that competent professionals understand points like market problems and needs, its history, trends, global vision and others. Talking about them in content quickly proves that the product is relevant and the team keeps up with industry developments.

The full op-ed can be found here.