I had issues with my ITB when I jumped from doing 5 mile runs to half marathons. Because of this, I picked up cycling. After a season of only cycling and not running, I eased back into it. Even after a break, a small pain developed outside the knee when running beyond a certain mileage so I wasnt completely healed of ITBS. I noticed I could continue to run further if I hobbled on the ball of my feet instead of planting the heel. This lead to a transition to midfoot/forefoot striking with small strides and haven't had issues since then.

Im not an advocate the whole natural running stuff. A change in the way I ran was what was needed for me to overcome this injury.