“PR is rubbish.”

“It’s not for us.”

You might have said it, or even believed it. Maybe your last agency overpromised and underdelivered. Maybe PR has always felt like smoke and mirrors – big retainers, little impact. Maybe you’ve never done PR before, but you’ve heard the horror stories.

We get it. We’ve heard them all. And the truth is, you’re not wrong to be sceptical.

PR, done badly, can be a waste of time and money. Sometimes it can be a costly investment with very little to show from it.  But here’s where we’re different from most agencies: we do things differently from what you might have heard or previously experienced. PR, done right, is a measurable, strategic asset which can help you achieve your business goals. Let’s break down the biggest frustrations and misgivings, one by one.

1. “We’ve been burnt before – PR felt like a waste of money.”

The problem
You hired a PR agency expecting them to make a big impact. Instead, you found yourself stuck in an endless cycle of press release edits, eating up your retainer. Then halfway through the month, they hit you with: “Your hours are up.” You paid the invoice, but the results were underwhelming. This is exactly why PR has a reputation problem. Too many agencies charge exorbitant fees for time without delivering tangible business outcomes. PR should never be a glorified copywriting service. It should be a strategic, measurable function which directly supports your business objectives.

The Whiteoaks way
As the client you deserve full transparency on what you’re paying for and what it’s doing for your business. With our Performance PR model, you know exactly what you’re getting – both in terms of deliverables and measurable results. When you share your business objectives with us, we build a PR strategy designed to deliver real impact. Every campaign is built on set deliverables which achieve defined outcomes. Those deliverables could include: X press releases, Y articles or Z video interviews. And we don’t stop at execution. We measure the direct impact of our work using clear, meaningful metrics such as coverage volume, audience engagement or key message penetration. There is no wasted spend, just campaigns which deliver measurable value to your business.

2. “What exactly are we paying for?”

The problem
The PR pitch was slick. The agency sounded like they knew their stuff but when it came down to actual deliverables? Vague. No clear outputs. No defined impact. You gained no real understanding of what your investment would actually do for your business. For too long, PR agencies have relied on ambiguity when it comes to pricing. Unlike other marketing disciplines – where costs, deliverables and KPIs are clearly defined – traditional PR has operated in the shadows of unclear commitments and subjective success metrics. PR should be as transparent; if an agency can’t articulate what’s included and what success looks like, it’s a red flag. When you invest in PR, you should have absolute clarity on what you’re getting in return. That means knowing:

> What’s included in the scope: How many press releases? How many media opportunities? What kind of thought leadership content?
> How success will be measured: What KPIs will be tracked? How will PR’s impact on brand awareness, reputation or lead generation be demonstrated?
> What business outcomes PR will influence: How does media coverage contribute to your wider commercial objectives?

The Whiteoaks way
When you work with us you can expect a clear, measurable and results-driven approach  – one which holds us fully accountable for delivering impact. Our Performance PR approach is built on defined metrics which prove the value of your investment. From media reach to inbound leads influenced by PR efforts, everything we do is tracked and measured. We’re committed to our ‘fixed fees for fixed outcomes’ model, so you’ll always know exactly what you’re paying for, with no hidden costs or surprises. We work in close partnership with you; we set agreed targets which directly align with your business objectives, backed by a formal service level agreement. And here’s the difference – if we don’t hit those targets, you get your money back. It’s a model which provides peace of mind for you and accountability for us. 

3. “PR will just create more work for us.”

The problem
Too many businesses assume that hiring a PR agency means more work, not more results – and honestly, with the wrong agency, they’re right to worry. They picture themselves drowning in drafts, rewriting press releases, providing endless quotes and getting stuck in a never-ending cycle of approvals. Instead of freeing up their time, PR starts to feel like just another task to manage. For busy teams, that’s a dealbreaker. PR should make an impact, not pile on extra work.nA well-run PR strategy should feel like an extension of your team, delivering results with minimal demand on your time. The reason PR sometimes feels like extra work? Misalignment from the start. When agencies don’t take the time to fully understand your business, messaging and positioning, they rely too heavily on you to fill in the gaps.nThat’s not how it should work.

The Whiteoaks way
Our team has deep expertise across media, content, creative, digital and social media, and we take ownership of every element, so you don’t have to. We’ve specialised in B2B tech PR for nearly 30 years, which means we already understand the complexities of your industry. We are attuned to getting to grips with technical concepts and we translate your expertise into compelling narratives to position you as a thought leader. From day one, we get under the skin of your business. We define your positioning, map out your audience and build a strategy which aligns directly with your commercial goals. We pinpoint what drives your customers, where they engage and what influences their decisions so every campaign lands in the right place, with the right people, at the right time. PR should be a growth engine, not a time drain. 

4. “Our leadership team won’t sign off on PR.”

The problem
You see the value of PR. You know it can raise your brand profile, position your company as an industry leader and drive engagement. But your leadership team isn’t convinced. They don’t want vague promises about ‘raising awareness’. They want clear ROI, tangible business impact and data which proves PR is worth the investment. If they can’t see a direct link to commercial goals, they won’t sign off.

The Whiteoaks way
We know the key to securing buy-in is to make PR measurable and show how it can accelerate business objectives. Fortunately, that’s exactly how Performance PR operates. It directly supports commercial priorities like launching new products, generating leads or scaling quickly. Instead of saying, “we’ll increase awareness,” we can demonstrate how PR will deliver real, quantifiable results:

> If you’re launching a new product we say: “We’ll secure X high-profile media features to drive awareness, credibility and demand from day one.”

> If you want to drive leads into the business, we say: “We’ll create thought leadership content and media placements which fuel inbound marketing and push potential customers into the pipeline.”

> If you’re under pressure to grow fast, we say: “We’ll position the company as an industry leader, attracting customers, investors and partners to support your expansion.”

When PR is structured like this, it’s a results-driven investment which leadership can’t ignore.

If you’ve been let down by PR before or you’re sceptical about whether it’s worth the investment, let us prove that it can be done differently. Get in touch to see what Performance PR can look like in action.

Establishing real and lasting brand visibility can seem like an intimidating prospect for many B2B tech business, especially for those entering new markets or launching innovative new solutions.

Even a manufacturer unveiling IoT-ready machinery or a start-up launching a revolutionary AI analytics tool can struggle to achieve brand recognition, despite offering something truly unique.

Often, the missing piece of the jigsaw is the human angle that reveals the depth of knowledge and passion within the organisation.

Why personalities matter

Leaders are often overlooked in brand-building efforts. One approach that can shift the focus from products to people is executive profiling: highlighting the views of key spokespeople so they become go-to voices on industry trends and important topics.

Many organisations focus on product features instead of the perspectives and insights that really set them apart as organisations.

Leaders are typically hot on trends and have an opinion on the direction an industry/business should or will take.

By positioning these executives as credible, reliable commentators, a business can connect with audiences on a more personal level.

This strategy harnesses the passion behind new technologies and translates it into stories that resonate beyond technical details, creating a sense of familiarity and trust.

When executives become influential voices, they aren’t just promoting a product, they are sharing viewpoints that align with big-picture trends in the market.

Whether highlighting the impact of sustainability on manufacturing processes or offering data-driven insight into customer demands, they spark curiosity.

That sense of curiosity is exactly what drives brand awareness, because it encourages potential clients and media outlets to keep watching for updates and further commentary.

Creating authentic, timely messages

Executive profiling hinges on developing narratives that feel both relevant and authentic. For many

businesses, the first step is to pinpoint industry themes that match their expertise, whether that’s supply chain efficiencies, green initiatives or breakthrough data applications.

By clarifying these themes and matching them with the right spokesperson, a business can speak in a voice that resonates with the wider sector.

Workshops and strategic content planning help leaders find their own style and tone. This ensures they offer something distinct whenever they speak or write.

A confident manufacturing lead who understands how IoT devices can reduce environmental impact, for example, is more compelling from a media perspective than a generic message about improving productivity.

Authenticity is crucial, because journalists and audiences alike respond positively to ideas that reflect real-world experiences and firsthand knowledge.

How Performance PR boosts impact

A well-rounded Performance PR approach focuses on using every coverage opportunity to advance brand visibility and reinforce awareness.

A single interview or commentary can unlock new angles for editorial pieces and social media discussions. Each time an executive appears in a respected publication, the business’s reputation is enhanced.

These benefits accumulate when leaders consistently offer timely viewpoints on newsworthy topics.

Over time, this leads to more interview requests, higher quality placements in top-tier publications and steady growth in awareness levels for the business.

Prospective clients, partners and investors begin to see the brand as a key reference point, not just for products but also for strategic thinking and industry insights.

Building momentum and lasting awareness

Consistent exposure can transform an unknown brand into a recognised name, provided leaders keep sharing informed perspectives.

Once executives become trusted commentators, they can remain visible on multiple platforms and use the opportunity this affords to showcase and explain how their organisation’s innovations solve real world problems.

As industries evolve, leaders will need to evolve their roles, understanding and processes to learn and grow in their field.

They might develop new angles as technology develops or respond to emerging issues with fresh insights.

That flexibility helps executives and the brand they represent to stay aligned to changing consumer preferences, regulations and market conditions.

Standing out in a competitive landscape

Executive profiling has a vital role to play for any business that is aiming to elevate its visibility and gain a foothold in a crowded sector.

By pairing real expertise with timely commentary, leaders can help their organisations transcend ordinary marketing chatter, sparking a deeper conversation about what their solutions can achieve.

When integrated into a Performance PR strategy, each piece of thought leadership, interview or event appearance builds on the one before.

This cohesive approach helps make leaders within the business the voices people turn to for guidance, while at the same driving ongoing momentum for the organisation itself.

Want to learn how we can help turn your organisation’s leaders into industry trailblazers? Get in touch.

We’re thrilled to share that Whiteoaks has once again been recognised as a Top 50 B2B Marketing Agency in the 2025 B2B Marketing UK Agencies Benchmarking Report.

This achievement reflects our team’s commitment to delivering performance-led campaigns that drive real impact for our clients.

For over 30 years our clients in the tech space have trusted us to deliver integrated B2B tech PR campaigns that perfectly combine media relations, content strategy, digital PR and social media elements to boost brand visibility, drive credibility and support lead generation to enable growth.

Commenting on this recognition, Whiteoaks CEO, Hayley Goff, said:

“This is a testament to the hard work and expertise of our team. We take pride in delivering measurable results for our clients, helping them cut through the noise and achieve their business goals.”

Download your copy of the report, and get in touch to discuss how we can support your brand’s growth.

No matter how strong or innovative a technology business’s product or solution is, standing out as a thought leader can still be a significant challenge.

Putting an overriding focus on product features and functions is likely to be misguided.

After all, differentiating yourself from the competition isn’t always about highlighting what you offer, it often comes down to demonstrating how you think about key issues.

Expert-led roundtables offer a way to shift your brand from simply commenting on events to actively steering the narrative, creating powerful conversations that help people see you as a genuine authority and thought-leader in the market.

Shaping the conversation

A roundtable brings together a range of voices, from commentators, journalists and analysts to in-house experts and business customers.

Instead of delivering a monologue, the host organisation fosters an open debate that resonates well beyond the virtual or physical room and highlights the important role they play in the industry conversation.

A mid-sized cybersecurity firm, for instance, might struggle to gain traction next to bigger names day to day, but by hosting a roundtable that includes its key spokespeople and a respected industry reporter, it can spark an honest, dynamic discussion that commands attention.

Audiences become more invested because these talks provide a range of insights, not just promotional pitches.

Meanwhile, a trusted analyst taking part might challenge assumptions or request deeper analysis, encouraging genuine back-and-forth.

This authenticity boosts credibility and ensures that participants and observers walk away with a better grasp of your point of view on the market, adding weight to any future coverage and positioning you as a reliable source of industry knowledge.

Transforming debate into visibility

As roundtables involve shared opinions rather than one-sided sales messages, the content generated has a value that endures far beyond the event itself.

A recording can be sliced and diced to produce engaging videos, while the day’s discussions can be reworked into blog posts and thought leadership articles.

There is a good chance that journalists in attendance at the event will reference your experts in any subsequent coverage, while analysts might cite your brand in their research reports or on social media channels.

This kind of exposure is likely to have more impact than simply making a company announcement, because it stems from genuine objective interaction between roundtable attendees.

The result is often higher-quality editorial placement, increased trust and an enhanced reputation as a thought leader.

Being front and centre during lively discussions shows that you’re part of the industry’s evolving narrative, which makes it easier for people to remember and reach out to you when they need a reliable voice to comment on hot topics and issues.

Building on expertise

While these events can be a powerful tool, hosting them effectively takes careful planning.

The right moderator helps keep the conversation focused and ensures each participant has their moment to share or debate key points.

The topics chosen should reflect current market issues that matter to your audience, so that a roundtable highlights a brand’s depth of insight without feeling like a sales presentation.

A B2B tech PR agency experienced in Performance PR can simplify the process, from helping shape the conversation itself to securing credible voices that elevate the debate.

As media experts, they can also help by following up targeted media opportunities and converting the output of the event into content that can be shared more widely.

Reaping the rewards

The benefits businesses can glean from expert-led roundtables are many and varied.

They create a valuable opportunity to forge new relationships, deepen existing ones and inspire ongoing editorial coverage.

In an environment where trust is both precious and hard-earned, offering a forum for open, honest debate can make all the difference.

Get in touch today to discover how these expert-led events can help you stand out in a crowded technology landscape and build lasting credibility with the audiences that matter most.

Just before Christmas, Elon Musk directly addressed the use of hashtags on X, stating that the system doesn’t need them anymore and urging users to stop adding them to their posts.

This reflects a broader trend in the social media space, where hashtags are becoming less essential for post discovery.

X, Instagram and LinkedIn

In May 2024, Instagram’s chief Adam Mosseri acknowledged that while hashtags can align posts with certain communities, their overall impact on post visibility is minimal.

LinkedIn expert Richard van der Blom also found in his research that hashtags no longer help to expand post reach in that app either.

You might remember that LinkedIn actually resisted hashtags for a very long time only to add them again in 2018, when it put a bigger emphasis on hashtag use for content discovery.

But today, the emphasis is shifting once again.

All change

In February 2024, LinkedIn phased hashtags out from its Creator Mode on-profile displays. And through the year, the platform conversation topics and keywords began to be relied on more heavily to surface relevant information for professionals.

Hashtags still serve some use, mainly to help find and build communities.

However, based on current trends, platform feedback and our own observations over the past year, they should no longer be a primary strategic consideration for digital content recommendations.

Hashtags will remain effective in specific cases like industry events or awareness days, where they help add context to the conversation, but moving forward, it’s best to avoid hashtags that simply repeat the terms already included in the post.

The future of hashtags

Instead, as the platforms’ search functionalities evolve, the focus should be on incorporating relevant SEO keywords within the text, as this is more likely to enhance post reach and make it easier for the target audience to find content in busy feeds.

In 2025, generic hashtags will no longer suffice, but two or three highly tailored industry-specific hashtags will likely still serve a purpose.

In a world where social media platforms are now akin to search engines, and algorithms are better able to recognise user intent, that approach should be the new best practice.

Get in touch to find out more about how we can help you implement an impactful social media strategy that delivers on both your campaign and business objectives.

Are you frustrated with missed PR targets and lack of transparency?

Traditional PR has left a bad taste in the mouths of many B2B tech businesses… As an industry, it’s time to face up to that and move away from vague, costly and hard-to-measure campaigns!

Performance PR brings a new approach, focusing on accountability and results-driven growth.

Want to learn more?

It’s time to cut through the noise

Performance PR blends social media, content, media relations and creative work. When all elements align, the result is a cohesive, impactful campaign that leaves a lasting mark and delivers a clear return on investment.

Learn why Performance PR is a smarter, more measurable way to ensure every campaign hits the right note from our eBook.

Establishing your brand as a thought leader in its field is crucial to building credibility and trust with your audience, and hinges on your ability to consistently share relevant insights and expertise.

While creating compelling content is essential, the channel through which you disseminate this content is equally important. In this context, LinkedIn stands out as a platform uniquely suited to achieving this goal.

With over a billion users globally, LinkedIn offers a professional environment where decision-makers and influencers connect, share and collaborate.

Recent data highlights a 23% increase in posts from chief executives globally year on year, on LinkedIn, highlighting the growing recognition of its potential for establishing expertise.

By offering tools to engage in industry discussions and share insights, the platform allows individuals and organisations to position themselves as trusted sources of information. It provides a focused audience of professionals who value relevant and actionable content, making it an ideal space for building thought leadership.

Individual vs. company pages: A balanced approach

Organisations can maximise their presence on LinkedIn by adopting tailored strategies for both company pages and individual spokespeople.

A well-maintained company page enhances brand visibility by sharing timely articles, media coverage, and insights into industry trends. Features like LinkedIn News make it easier to align with trending topics, positioning the brand as a trusted voice within the industry.

For individuals, such as C-suite executives or subject matter experts, sharing personal insights and engaging with peers fosters authenticity and builds authority.

Participating in LinkedIn’s collaborative articles – where recognised professionals contribute to industry-relevant discussions – further boosts credibility. Combining organisational authority with individual expertise ensures comprehensive and impactful engagement.

Key features that enhance thought leadership

LinkedIn’s unique tools support meaningful engagement and amplify influence. Its newsletters feature, for instance, allows users to share in-depth insights with a loyal subscriber base, driving sustained engagement.

LinkedIn says that newsletters have seen substantial growth over the past year, with a 59% increase in the amount of people publishing newsletter articles on the platform, and a 47% increase in engagement on newsletters.

Collaborative articles offer professionals an opportunity to contribute expertise, enabling them to engage with relevant industry themes in a dynamic way.

Importantly, LinkedIn’s algorithm has shifted from favouring posts published at specific times to prioritising valuable and engaging content regardless of when it is posted.

Content from weeks ago can resurface if it continues to generate interactions, making it crucial to focus on creating posts with timeless value. These posts should provide insights or knowledge that remain relevant over time, ensuring they are impactful whenever they are rediscovered

Interestingly, LinkedIn has also introduced daily puzzle games to enhance user engagement. Reports indicate that 80% of users who play these games return the following day, and 76% return a week later. This initiative aligns with LinkedIn’s mission to connect professionals by providing engaging content that encourages regular platform visits.

The platform’s algorithm rewards content that provides value and insight, prioritising posts with timeless relevance over those tied to specific publishing times. This ensures that well-crafted content continues to reach audiences long after its initial publication.

Additionally, LinkedIn facilitates connections with niche and nano-influencers, creating opportunities to expand reach and build relationships with trusted voices in the industry.

Analytics tools offer valuable insights into content performance, enabling users to measure success, refine their strategies and focus on what resonates most with their audience.

Together, these features create a robust framework for establishing a strong presence on the platform.

Best practices for maximising LinkedIn impact

Success on LinkedIn requires consistent, high-quality content that addresses industry challenges and emerging trends. Posts should offer genuine value to audiences, avoiding clickbait and focusing on authenticity.

Engaging with industry conversations by commenting on and sharing relevant posts helps build relationships and increase visibility.

Media mentions should also be highlighted, reinforcing authority and aligning content with broader industry narratives. Importantly, posts should prioritise offering insights directly on the platform, as LinkedIn deprioritises posts with external links that redirect users elsewhere.

By combining thoughtful content creation with community engagement, individuals and brands can effectively position themselves as trusted thought leaders.

LinkedIn’s value goes beyond visibility; it fosters lasting relationships and supports business growth. A consistent and strategic presence builds trust, enhances brand credibility and drives lead generation. As a professional network, LinkedIn provides an ideal platform for showcasing expertise, aligning with industry trends and engaging with audiences meaningfully.

A strong LinkedIn strategy creates a virtuous cycle of engagement, where valuable content attracts followers, amplifies reach and opens doors to new opportunities.

Unlock LinkedIn’s potential

LinkedIn’s professional community and advanced features make it an indispensable tool for building thought leadership.

By focusing on value-driven engagement and leveraging the platform’s unique tools, individuals and organisations can strengthen their industry influence and connect with key audiences.

Discover how our performance-based services can help you achieve tangible results through strategic LinkedIn engagement.

Get in touch with our team today to unlock your brand’s full thought leadership potential.

As we approach the end of 2024, the social media landscape is being both shaken and stirred, leaving many B2B tech brands wondering whether they should rethink their social strategies entirely. With engagement on X continuing to decline and users migrating en masse to new platforms like Bluesky and Threads, the question is: should B2B tech brands consider migrating to either of these platforms? 

The answer isn’t black and white, but there are several important factors to consider when evaluating these emerging channels.  

The decline of X 

X was once the go-to platform for real-time news, industry updates and engaging with influencers and thought leaders. However, in 2024, engagement on X has continued to drop and its content now just doesn’t quite hit the mark for many users. On top of this, X has rolled out a number of controversial policy changes, with the most recent one allowing accounts to continue to view tweets from users who blocked them.  

In the aftermath of Trump’s re-election and Musk’s appointment by the president-elect to run the Department of Government Efficiency, several high-profile celebrities, academics and reputable media outlets, such as The Guardian, have left X, further diminishing its appeal. Interestingly, on the same day that X saw the highest number of U.S. visitors, it also experienced the highest rate of account deactivations. 

Estimates of X’s global monthly user base differ significantly. The highest estimates, cited by research agencies and major business outlets, suggest 611 million users in April of this year, decreasing by 6% to 588 million by September. Despite the decline, there’s no denying that this is still a substantial user base. Therefore, it’s important for companies to assess whether this audience aligns with their target market and evaluate their trends in engagement levels this year, before making any rash decisions. 

So, where is everyone going?  

A big shift we’ve seen is towards Bluesky. It’s still in its early days, but the platform has been quietly gaining traction among journalists, celebrities and industry insiders, gaining more than one million new members after the U.S. election.  

As of 11th February 2025, over 31 million users have signed up to Bluesky, according to a stat-tracking site. For B2B tech brands, Bluesky could offer a unique opportunity to engage with thought leaders and media professionals in a more organic, less crowded space. Plus, it has a very familiar look-and-feel, harking back to the good ol’ days of Twitter.  

Then there’s Threads, which has been growing slowly and steadily since its launch in 2023, with the platform recently reaching over  320 million monthly active users. Unlike Bluesky, Threads has massive backing from Meta, making it easier for the platform to attract users and maintain momentum. 

So, there definitely is movement across the social media networks, with people and businesses opening accounts on new platforms to test the waters, see who is already there and what features are on offer.  

Unfortunately, there isn’t a one-size-fits-all answer to which platform can offer the most value at the moment. It all comes down to your specific audience and goals. Brands might find that a hybrid approach works best: maintaining a presence on X, while exploring new opportunities on both Threads and Bluesky. At this point, we wouldn’t recommend closing your X account altogether. It’s still a significant platform with a strong user base, and it’s important to recognise that coming off it could be seen as a political statement that might not align with your brand values. 

Next steps 

Before jumping onto any new platform, our social media experts recommend conducting an audience audit. This will give you the data to determine where your audience is most engaged and where you’ll get the most value. Whether you choose Threads or Bluesky, being an early adopter and exploring these platforms is crucial for staying ahead of the curve. But make sure you’re doing it for the right reasons – based on where your audience is, not just on trends. 

If you’re keen to understand which platform is right for your brand, our social media experts will be happy to help. Get in touch today. 

For B2B tech brands, standing out from competitors, gaining recognition as innovators and establishing trust as industry experts can often feel like a never-ending challenge. This is why thought leadership content is such a valuable tool for a business to have in its arsenal, offering a platform for B2B brands to demonstrate their knowledge, insights and future-focused thinking.

However, in a crowded marketplace, to really stand out among the crowd and reach the right audiences, thought leadership might need to be delivered in formats that extend beyond well-written articles and whitepapers. One medium that is gaining significant traction as a tool for establishing thought leadership is the podcast. Once purely consumer-focused, podcast formats are now permeating the business world.

The number of podcast listeners in the UK alone is expected to reach 28.1 million by 2026. For B2B tech brands, this presents an exciting opportunity to capture the attention of new audiences and position themselves as leaders in their field.

Why podcasts work for building industry expertise

One of the major advantages of podcasts is that they bring expertise to life in a way that few other formats can. Traditional blogs and whitepapers have their place, but podcasts literally give a voice to experts, allowing them to explore complex topics in an engaging, conversational manner. It’s an opportunity for the speaker to get their individuality across as they discuss interesting ideas or subjects. This combination of expertise and personality can humanise brands and deepen the connection with audiences.

Complex topics, such as cloud migration, cyber security or AI, can be explored through dynamic discussions Technical details can be distilled into more easily understood, digestible snippets for audiences. And these discussions don’t have to be confined to internal spokespeople. Guest speakers, such as customers or partners, can provide a different perspective.

The podcast format also allows for individual episodes to focus on specific verticals, customer pain points or emerging trends, with external experts able to share their insights on different topics.

There are also benefits for the listeners themselves. Busy decision-makers may sometimes struggle to find the time to read blogs and articles. A recorded 20-minute deep-dive into a particular topic could be the perfect listening material for the morning commute, lunchtime break or evening exercise session. By regularly listening to familiar voices, listeners can feel a closer connection with the hosts, thereby creating a stronger emotional bond with the brand.

From production to promotion

Podcasts are relatively low-cost to produce, but the production process itself requires time, resources and expertise. These are all elements that many B2B tech companies may not have readily available. It’s not just about hitting record and speaking into a microphone. A professional, well-produced podcast needs careful planning, expert editing and high-quality sound to engage and retain listeners.

This is where creative support comes in. Working with production experts can streamline the process, helping with everything from creating the concept of the podcast to recording, editing, and managing distribution. Collaboration with specialists also ensures that the podcast aligns with the company’s overall messaging and branding, contributing to a polished and consistent image.

But even the best-produced podcast will fall flat if it doesn’t reach the right audience. Once episodes are live, promoting them strategically across different channels, such as social media, can boost visibility. There are also opportunities to repurpose some of the valuable content into other assets, such as blog posts, social media posts and email newsletters, enhancing content distribution and engagement.

A new channel to enhance thought leadership efforts

Podcasts are a prime opportunity for B2B tech brands to enhance their thought leadership efforts. With a winning combination of in-depth expertise and engaging, conversational content, podcasts allow companies to humanise their brand, build stronger connections with audiences and explore complex topics in an accessible way.

While the production process requires time and expertise, partnering with creative professionals ensures a polished and impactful end product. With the right promotion, podcasts can reach and resonate with key decision-makers, helping brands to stand out as industry leaders in a crowded space.

Get in touch to learn more about how we can help you develop your own podcast to reach key audiences.