Many consumers are now in the habit of researching products and services before they buy. This is even more prominent with the younger generations who grew up with a smartphone in their hand. If you are selling any service or product to them, it's helpful to establish stories about your brand because that is often what validates their decision-making. Consumers might not see your story the first time it is published, but when they are ready to buy, they will find you with their online research.
Likewise, digital footprints are critical, but in the future, you may not have a sales pipeline without appearing in search engines. This is where PR can play the role of content marketing with any business development pipeline.
