There’s no shortage of great companies with great products that still struggle to gain traction. Not because their solution isn’t valuable, but because the people who need to hear about it never do.
In B2B industries, especially in sectors like manufacturing, technology, aerospace, and industrial systems, the sales cycle is long, technical, and complex.
Buyers do their homework. They rely on trusted sources of information, not advertising, and increasingly, they’ve already made most of their decision before ever reaching out to a vendor.
That’s the reality Rankin PR was built to solve.
What Rankin PR Does
We help B2B companies get featured in respected industry trade publications. It is earned media that shows up in search results, builds credibility, and creates meaningful awareness with your target audience.
These articles are not promotional fluff. They’re professionally written, backed by interviews with your internal experts, and tailored to educate the market while spotlighting your solutions.
They read like editorials because they are. Editors at top trade publications run them as feature stories, not advertorials or sponsored content.
It’s a smarter, more effective way to tell your story, through a channel your buyers already trust.
How We Do It
Every project starts with identifying the right angle. That might be a customer success story, a unique technical breakthrough, or a broader industry trend your company is well-positioned to speak to.
We conduct a focused interview with a subject matter expert on your team, then turn that insight into an editorial-style article that delivers value to the reader and positions your company as the expert.
Because we have long-standing relationships with editors across dozens of trade publications and a track record of delivering content they trust, we can guarantee placement in media that matters. These are the publications your buyers already read.
Once the article is published, our clients retain full ownership of the content, so it can be repurposed across multiple touchpoints:
- Website copy
- Sales decks
- Email campaigns
- LinkedIn posts
- Newsletters
- Brochures
- Case studies
- SEO content
We also track how the article performs – its search rankings, engagement, and any visible lead activity – so clients can see clear results tied to the effort.
What Makes Rankin PR Different
There are a few things that separate us from traditional PR firms:
- Guaranteed earned media placement. You pay to see your articles placed in a real publication, and with our method, we guarantee results.
- Industry specialization. We focus on technical and industrial B2B companies, which means we understand their products, processes, and audiences.
- Professional journalism. We don’t churn out promotional content. We deliver stories that editors want and readers trust.
- Full content ownership. Clients keep everything we produce. That means no licensing issues when repurposing across campaigns.
- Search visibility. Our articles often rank at the top of Google because they’re published on high-authority domains. This puts your message in front of buyers during the research phase of the buying cycle.
That last point is becoming more important than ever. Studies show that 60 to 90 percent of the B2B buying journey now happens before a prospect contacts a sales rep.
Buyers are reading. They’re searching. They’re narrowing their list before your sales team ever gets a chance to speak.
That’s why where your content appears matters just as much as what it says.
Real-World Results: Micro Harmonics
Take Micro Harmonics Corporation (MHC) as one example. MHC makes millimeter-wave components used in defense, telecom, and scientific research applications.
Their technology is specialized and highly technical, and they faced the common B2B challenge: how do you reach the right people and explain your value without dumbing it down?
We worked with their founder to identify key stories—technology breakthroughs, unique manufacturing capabilities, and emerging market applications. Then we wrote feature articles and got them placed in several top-tier trade publications, including Microwave Journal, EE Times, and Everything RF.
The results:
- A 200% increase in sales (with no other marketing)
- Inc 5000 list as one of the fastest growing companies (two consecutive years, and counting)
- A major increase in web traffic and search visibility
- More inbound inquiries from highly qualified prospects
- Stronger brand recognition across their core markets
In one case, a top keyword search brought up their website at #1, followed by eight of the articles we got published. That kind of visibility during the research phase of the buyer’s journey is exactly what makes earned media so effective.
Another Example: ELSCO Transformers
ELSCO Transformers offers high-efficiency transformers for mission-critical facilities like hospitals, manufacturing plants, and data centers. They already had a strong product, a clear value proposition, and a compelling origin story. What they needed was exposure.
We built a PR campaign around their legacy of reliability, recent facility expansions, and customer success stories. These were published in trade publications like Electrical Business and Power Magazine.
The outcome:
- Sales boost of 300%
- Increase in trust and name recognition
- More traffic to high-intent pages on their website
- A sales team armed with third-party validation that they could share with prospects
- A lead that cited one of our articles as the reason they reached out led to more than $500,000 in sales.
Industries We Serve
Our clients span a range of B2B industries, including:
- Industrial manufacturing
- Advanced materials and 3D printing
- B2B technology and electronics
- Aerospace and defense
- Telecommunications
- Energy and renewables
- HVAC and building systems
- Cybersecurity and compliance
- Water/wastewater and infrastructure
- Design and process engineering
- Material handling and logistics
What they all have in common is this: they need to reach technical buyers and executive decision-makers with a story that builds trust and sets them apart.
We Don’t Just Get Coverage—We Help You Multiply It
One of the most overlooked benefits of earned media is how much value you can extract from a single article.
When you publish in a trade journal, you get more than just the article. You get:
- A high-authority backlink (great for SEO)
- A credible third-party endorsement
- A sales asset your team can use in outreach
- A trust-building link to share in newsletters or social media
- A foundational piece of content to build a campaign around
That’s why we focus on ownership. You’re not renting attention—you’re building long-term brand equity with every piece.
How Rankin PR Helps B2B Companies: Why This Works
Earned media works because it meets buyers where they are: online, searching for information they can trust. It builds credibility that no ad or cold email can match, and when it’s done consistently, it changes how the market sees your brand.
At Rankin PR, we’ve spent years refining this model: not just to generate exposure, but to help B2B companies grow. If you’re struggling to stand out or if your ideal customers don’t know what makes you different, we can help fix that.