There have always been very defined lines between PR and marketing — each camp clear on their role within the business, their relationship with the media and stakeholders and which activities they were responsible for. Then the new kid on the block arrived and obliterated those lines. The new kid on the block? I’m talking about social media. Although not the sole driver for a more integrated approach to communications, over the last decade all three disciplines have evolved in concert with one another, providing a new world of opportunity for brands to distinguish themselves in a crowded marketplace.

Integrated marketing is certainly nothing new, but increasingly it is becoming more important for businesses to get right.

This sentiment was reflected in the findings of our recent research — The Secrets of Tech Growth — where we spoke to leaders from fast-growth tech firms about how they achieved that growth, what challenges they overcame (and continue to overcome) and what role tech PR and integrated marketing played in all of that.

Joined up for success

Unsurprisingly, both disciplines had crucial roles to play, at different times in a company’s journey to success, separately, and as part of integrated campaigns. With social media being a key ingredient too — something my colleague Emma Walker talks about in her article: Social media: not just the garnish in the sustainable business growth cocktail.

So apart from the fact that social media has changed the comms landscape, why is integrated marketing taking such a focus today, especially when it comes to building B2B businesses and sustaining growth?

There are three factors that make integrated marketing so attractive: budget, objectives and audiences.

Make the most out of your budget

Integrated campaigns help you get the most out of your budgets and maximise your return on investment. For growing companies this is especially important because not all of them have significant funding behind them. Overall, you can re-use and re-purpose your content and design assets across streams, and use PR or earned elements to set the stage for wider marketing efforts when it comes to aspects like nurturing leads. Optimising content across disciplines and channels makes this approach a much more cost-effective model.

Hit multiple targets

An integrated approach to campaigning also means that you can reach more than one goal. Why is this important? Because all businesses are different and have varied goals that communication assets will help them achieve. Just like the lines are blurred between disciplines, these goals often overlap and aren’t necessarily always effective when viewed in isolation. So whether you’re creating awareness, building trust, lead generation, general education or making your business look attractive for investors, combining PR, marketing and social elements enables you to hit those objectives through the use of targeted, audience-centric content and relevant, consistent messaging. From one central theme or idea, you can generate different content assets that can be leveraged across channels and fulfil your different objectives.

Reach all your audiences

This ties in to the third element, which is audiences. Just as your campaigns can have multiple objectives, your business is likely to want to reach multiple audiences. In addition, not all of your target audiences will engage with your brand and its content in the same way on the same platform.

Integrated campaigns ensure that you can reach not only your different audiences, but the right personas within them by providing comms through a channel (or combination of channels) that most appeals to them, be it thought leadership through media, infographics and videos delivered by social media, or whitepapers and blogs via email or content marketing efforts.

Where to start

Taking an integrated approach to your next campaign needn’t be challenging. Before you start make sure you’re clear on your objectives for the campaign. Then make sure these objectives are aligned to the wider goals of the business. This not only helps you create the right tone and messaging for maximum impact, but can also help secure budget and buy-in from senior management or the board when you’re looking to expand or start new projects. In addition, make sure you understand your audience so that you can develop personas to guide your content development and choose the right channels that will get the right message to the right audience. Finally, evaluate and measure your communications campaign throughout the lifecycle of the activity, not just at the end. This will help you make changes as you go in order to reach your objectives and will also help in demonstrating the efficacy of the campaign and ROI.

To find out more on our approach to integrated marketing and how we use our 360 Framework to shape the strategic, tactical and delivery elements of every campaign, get in touch with us.

10 seconds is all it takes. In that time, your prospect can reach into their pocket, pull out their smartphone, unlock it with face recognition, and then head to their favourite social media app to see what’s new and what’s happening. And wouldn’t it be great if your company’s latest social media post was at the top of their social media newsfeed?

Social media has come a long way over the last decade, with the mass adoption of smartphones and tablets driving force this growth. Having instant access to social media while on the move has made it an integral marketing channel. Now, social media is no longer something you should consider for supporting your business goals, but a necessity.

Following the launch of our Secrets of Tech Growth eBook, which reveals insights into the journeys and experiences of fast-growth tech businesses, it was pleasing to hear that some of the CEOs and CMOs interviewed called out social media as a vital tool for business success. In addition to their insights, three common goals emerged: make a splash in the market by generating brand awareness; sell, sell, sell; and, attract and retain top talent to secure further business growth. Social media plays a role a huge role in supporting and driving all three of these business goals. But how?

Generating brand awareness on Social Media

Although the average person has almost eight social media accounts¹, it doesn’t mean that a company should launch a social media strategy on every social media platform. Think about it logically and think about your target audience. What social media platform do they use, prefer, and spend the most time on? Putting a solid content strategy in place to capture and secure their attention will also put your company on their radar. If you’re looking to catapult your brand’s social media visibility, think beyond your corporate social media channels and identify key spokespeople to grow their online identity, consider introducing an influencer programme to bring further credibility to the brand and understand how paid social media tactics can ensure that your content is seen by the right target audiences. Awareness is, of course, a numbers game, but don’t lose sight of quality.

Driving new leads

There are simple organic social media tactics that you can implement to help secure leads, such as populating your social media bio correctly and providing a clear call-to-action so prospects can easily take the next step. But social media has also evolved into a sophisticated lead generation tool. On Facebook and LinkedIn, you can create paid social media adverts that offer content in exchange for their data. Seamlessly taking place in the social media newsfeed, when the data is exchanged, it also integrates with your lead generation platform. And when you couple this smooth data exchange with the ability to hyper target your desired audience or re-target website visitors, it’s a really powerful way to generate high quality leads and sales. In addition to using corporate social accounts, you can also train and mentor your sales team to understand and embrace social media selling – the art of an individual using their own social media channels as a way to enhance and grow their sales pipeline.

Acquiring top talent

Positioning your company as a desirable and credible employer is no longer just the role of your HR team. Social hiring can be achieved through showcasing a company’s culture, vision and values to potential recruits. This can then be taken one step further with an employee advocacy programme where the people from your company share and create authentic content about the business in a standardised way. Employees are arguably a company’s greatest asset, so by becoming a company ambassador, they can increase social media visibility, brand recognition and website traffic.

Social media can play a huge role in supporting ambitious fast-growth tech companies achieve their goals and objectives. And while the above gives you a flavour of what tactics can be used for specific goals, it’s important to note that solid measurements and metrics should always be used to showcase social media ROI.

10 seconds is all it takes to publish a social media post, and 10 seconds is all it takes for a prospect to find, engage and take action.

By Ross Walker, Head of Social & Digital Media

¹ https://www.brandwatch.com/blog/amazing-social-media-statistics-and-facts/

By Emily Fishburn, Account Manager

When it comes to rolling out global PR campaigns, you will be faced with a multitude of choices and challenges to navigate. For example, how to achieve consistent results across all regions, while also making sure work is shared among teams to avoid double effort and fee for the same results.

Local knowledge is always at the heart of achieving results. That’s why we always recommend rolling out global campaigns through a network of local agencies who can work cohesively as one account team.

As a lead agency with experience in executing global PR campaigns, we embrace the task of not only being the primary point of contact for our client, but also having the responsibility to ensure we get the most out of the other agencies we partner with regardless of what country they operate in.

We spoke to our partner agencies that we regularly work with to find out their views.

The secret of success

Two key factors to consider are to thoroughly listen to partners and build a strong open relationship, as highlighted by Robert Brownlie, Associate Account Executive at Los Angeles-based PR firm Bob Gold & Associates.

“When working with a lead agency on a global PR rollout, collaboration and fluid communication are key, building trust and operating as if we are a part of the same agency. In this regard, we want to mutually understand the goals behind success metrics and to be able to study and share what has worked and what hasn’t. This helps us go beyond simply checking in boxes to meet deliverables and enables us to work as a successful team that builds and promotes a powerful client narrative.

“What we don’t want is to operate in a siloed vacuum or to go long periods without touching base. Even if two agencies are operating on separate sides of the globe, it’s important to communicate often and use each other’s resources,” added Brownlie.

This open method of communication gives each agency a platform they can comfortably express which specific tactics will engage the end audience in their region.

Listen to the locals

When operating as a lead agency, understanding the core differences in region and listening to each agency’s requirements can be the difference between success and failure.

Alain Blaes, General Manager at Munich-based communications consultancy PR-COM said: “In our experience, openness to understanding a regional agency’s needs is paramount to a successful campaign, as media landscapes vary drastically between regions. From big picture topics such as media strategy, to individual by-line topics, what works in one region may not work in another, and no one knows these ins and outs like a local agency.

“The German media values a local touch. A common misconception is that out-of-town executives will be shoo-ins for interviews with the business press when they visit Germany, but that isn’t the case. German journalists want to hear experts comment on their strategy, and back their statements up with experience in the local market. They aren’t interested in the marketing-speech common in the US, for example.”

It’s also worth adding, that these regional nuances might not be what your client wants to hear, but it’s your responsibility to not just share this with the client, but actively work with the regional agency to establish what will work – and what techniques will be effective.

Don’t break the budget

When planning a PR campaign that will ‘take the globe by storm’, realistic budget planning is crucial, as highlighted by Lauren Brush, Associate Account Director at Dubai-based Active Digital Marketing Communications Agency.

“The most difficult thing for US or European companies to understand is how expansive the Middle East is. Organisations often believe that a similar budget that equates to one European country will suffice for the whole MENA region, which isn’t the case. The Middle East consists of very different countries and they all approach journalism and target audiences in different ways. For example, in Saudi Arabia there needs to be a focus on digital as the media landscape isn’t as vast, while the UAE has a wide media landscape that includes both English speaking and Arabic journalists, which often requires additional translation costs.

“When multiple agencies work together, collaboration is key and sometimes agencies can tend to try and compete with each other in front of the client. This is often counterproductive, so establishing respect and two-way communication from the outset is crucial. That’s why working with Whiteoaks is easy, because it’s clear that we work as a partnership which helps achieves stronger results for the client.”

Our approach

At Whiteoaks International, we believe that local insight is priceless and pride ourselves on being able to lead the deployment of global PR campaigns for clients by working with local PR agencies across the globe through the WIN PR Group, an instant international PR network that covers over 70 countries. Our approach allows clients to tap into a wealth of local knowledge while benefitting from consistent strategic planning and account management delivered by the Whiteoaks team. We develop the best option that will meet your needs for global PR, whether that’s working with agencies from our WIN PR Group, selecting your own local agencies and working within our IPM structure, a combination of these two approaches, or leveraging active relationships with your local network of PR agencies and adopting the Whiteoaks IPM approach.

Whiteoaks Team Talk – Session wrap-up

It’s safe to say that the new normal is starting to become… well, normal. We’ve adjusted to new operating practices and are focused on ensuring business as usual, especially when it comes to PR and marketing.

This sentiment was reflected by recent research by the PRCA; according to its confidence tracker, after an initial period of disquiet confidence levels are surging. The PRCA’s director-general, Francis Ingham, says this shock has given way to “a calm confidence in the fundamental strength of our industry”.

But what does this look like? What issues are companies experiencing in the new environment? And how are they adapting their tactics? Where does creative fit in?

These questions formed the basis of our latest Team Talk Session. The informal session was attended by our clients and prospects who shared their own experiences and insights.

Live in the now, think about the future

One of the key themes of the discussion was that it is a critical time for brands and how they present themselves, and talk to their clients and the market. In fact, it’s never been more important to be human, authentic and relevant, something we discussed in our first Team Talk Session.

But it’s also vital that brands look ahead; as we move on how do we keep things fresh, keep the interest of our audiences and keep creativity flowing?

PR remains an effective tool for brands in the current circumstances and as we move beyond. In large part, this goes back to the fundamentals of PR which is building credibility and delivering messages effectively. The brands that are winning are the ones that have had their communications successfully distributed through the lens of a journalist resulting in authentic and meaningful stories being delivered directly to audiences.

The session also covered how PR can be used to unite owned, paid and earned media, elements that don’t work well in isolation. Instead, it’s this combination that drives improved results and, importantly, impact. Earned-led campaigns will drive conversations which can then be amplified across supporting channels.

And when creativity is added to the mix so much the better. Especially now when there’s more of a focus on boosting engagement, humanising communications and ensuring that how brands are positioning themselves now translates into a longer-term strategy.

Used correctly, creativity can drive competitive edge and create a unique experience to engage customers and prospects. It’s about making the audience stop and think, and making brands stand out from the crowded marketplace they are operating in.

Also, creativity isn’t just for B2C campaigns in fact there is a case to be made that this is more important in B2B communications due to the higher risks which are involved. It can also be shown in many different ways and could be as simple as tone or a visual. But a great creative idea, simply told, has more chance of sticking in the mind of the audience.

Out the box thinking

For example, with the massive spike in video calls and webinars in lieu of physical meetings and events, how can PR and marketing professionals fight the fatigue?

One of our clients in the broadcast sector used some out of the box thinking to make its virtual event stand out in light of the fact that the broadcast industry’s flagship trade show, NAB hosted in Las Vegas, was cancelled. ATEME hosted a 24-hour webinar series to maintain engagement with its global customers, with live sessions streamed via Zoom starting in France and moving across the world.

Adding value

PR remains an effective tool for brands in the current circumstances and as we move beyond. In large part, this goes back to the fundamentals of PR, which is building credibility, and forming the nexus around which other elements such as marketing and social media can add value.

In our next Team Talk session on 15 May we’ll focus on the topic of measurement, while also hearing from our clients about their issues and experiences so far. Keep an eye on your inbox and our social feeds to find out more.

By now, I think it’s safe to say that there isn’t a single industry that hasn’t been affected by the current crisis in some shape or form. Although arguably the exhibitions and events industry was one of the first to really feel the impact.

In what felt like a matter of weeks, the global events landscape changed drastically. Probably the most significant turning point was the cancellation of Mobile World Congress in February, a move which marked the start of a ripple effect across the industry. Since then we have seen event cancellations across all industries including NAB, Retail Expo and most recently InfoSec in June.

For event organisers, cancellations cause a great deal of disruption, anxiety and lost revenue. For marketing and PR professionals it’s a similar challenge. Not only do event cancellations come at a great cost to marketing budgets, revenues and sales, but many organisations have planned their marketing campaigns, product launches and strategies around industry events, all of which have been thrown into disarray.

And with organisers unable to re-organise events when we don’t have a timescale for returning to business-as-usual, the question for marketers is: what should they do?

Impact for marketing campaigns

There’s no doubt that running marketing campaigns in this current climate is challenging. Sure you can delay campaigns – in fact according to Marketing Week, almost nine in 10 marketers have already done so – but with the current crisis looking set to continue indefinitely how long should you wait?

While some planned content and events may not be appropriate at this time, organisations shouldn’t cut off all marketing and communication as meaningful relationships can be built and maintained even during a crisis. The key is that content is useful, particularly at a time when many employees are stuck at home.

Where activity was reliant on physical events, marketers need to think instead about whether this can be digitised. Can a new product be launched digitally instead? Can you create your own company event to relay the same content? Can you use social media to amplify and reach the right audience?

Think outside of the box

In the past few weeks alone, we have already seen many companies turn towards video content as a replacement for physical events. This has come in a variety of forms – from pre-recorded webinars to live virtual or digital events. Some are taking advantage of channels such as Facebook and LinkedIn Live to live stream presentations, talks or short events, while others have created their own interactive virtual conferences using virtual event platforms.

This shift is also something that we’re seeing in our own client base. With this year’s NAB Show in Las Vegas cancelled, both Nevion and ATEME chose to hold their own events to ensure that any content created for the show was not wasted.

Nevion, the self-styled Architects of Virtualized Media Production, created its own virtual “NABshow”, which it called “Nevion Alternative Broadcast Show – At Home with the Architects”. The concept was to create an experience as close to the real event as possible, combining online face-to-face meetings in the week in which NAB should have taken place, with online presentations/webinars before, during and after the event. The purpose of the initiative was not only to inform customers, prospects and partners, but also to engage actively with them. PR and social channels were used much in the same way as they would have been for the real “NABshow”, i.e. to promote the planned activities but also underline in the market the expertise and experience of Nevion. The outcome was an exceptional week of meetings, and the highest attendance of any Nevion-organised webinars by some considerable margin.

ATEME took a similar approach and launched ‘24h of ATEME’ – a series of live webinars to maintain engagement with customers around the world. The event took place over 24 hours – as a global business this was something ATEME could facilitate – and comprised a series of live sessions which took place via Zoom. Sessions started in France, before heading across the Atlantic to the US East Coast and West Coast, followed by Australia, South East Asia and then finally back to Europe for the finale. Customers could jump in and out of the stream at any time to join the sessions they found most relevant and ask questions in real-time throughout.

The event itself was an interesting and unique concept that helped to unite customers across the globe in the current crisis. Importantly, the event topics were not driven by ATEME but by customers who provided input on the issues and challenges they wanted to discuss, and event topics planned accordingly – an approach which works particularly well in times of crisis.

The future of events

While the cancellation of events provides a huge headache for marketers and businesses alike, it’s clear that not all is lost. Opportunity still exists to engage virtually and try out new tactics that perhaps wouldn’t have been considered before.

What will be interesting to see is whether these new ways of marketing and communications will stick once the pandemic ends. Will virtual events be the new normal as companies realise they don’t need to attend industry events to achieve results, or will we simply just forget and revert to business as usual? There will always be a desire to share information face-to-face, but the impact of the pandemic might just change the format and shape of events not just now but for the future too.

By Mark Wilson, Creative Director

Creativity. The very word fills some with anxiety, while others seek it out and embrace it. The reasons for these opposing views are many; creativity is intangible, ethereal, it means different things to different people, and there’s no formula to follow in order to get it. Yet, everyone desires it.

For me, creativity is about seeing things in an alternative way, presenting concepts in a distinctive light, and at its core, problem solving. It is displayed all around us through the obvious disciplines like art, music, theatre, and through less obvious avenues like cooking, gardening and even maths.

In the communications world, creative ideas are the building blocks for successful campaigns that reach the desired audiences and achieve specific objectives like boosting awareness or lead generation. Here, it’s not just about using imagery or graphics, but about understanding the core message, the single-minded proposition which will captivate audiences and change behaviour.

Creativity is inherent in everything we do — and it’s more important than ever before considering how many competing messages there are out in the marketplace. For example, if you write a about a well-known topic in a unique way or provide a distinct point of view, that’s creativity at play.

While advertising and marketing are built on this concept of creativity, it is not exclusive to these industries, nor is it exclusively in the realm of B2C. Creativity has a vital role to play in PR, social and digital, as well as in the overall B2B space.

Of course it’s evolving; moving away from the rather stereotypical view of creativity in B2B as the use of stock images of business settings, meetings, people working in offices — you know the ones I mean.

The growth of design services and the use of a more creative mindset in B2B is certainly challenging that stereotype. Why can’t business audiences enjoy creativity? After all, end audiences, regardless of context, are still human.

I would argue you can be even more , through the use of personalised messaging and graphics that will inspire, engage and work towards the ultimate goal of unlocking curiosity. This applies to a host of collateral, from personalised short videos, and direct mailers, to digital banners or interactive online experiences. The possibilities are endless.

While there may not be a magic formula for creativity, it’s worth noting that — just as in all forms of communication — whatever you do, needs to have a strong idea behind it, aimed at the right target audience, saying the right things. It needs to be relevant.

I believe all people are creative. It’s not a skill reserved for graphic designers or copywriters. And we should be nurturing this; people have diverse life experiences and perspectives, and therefore bring different views to the creativity table. The trick is how to capture and transform them into messaging and meaning that audiences can relate to. It’s about making it work for you and your objectives, not jumping on the bandwagon.

When thinking about creative campaigns, ask yourself this all-important question — is this the right thing to do or is it just what everyone else is doing?

At Whiteoaks our newly established Creative Department is working hard to transform the fruits of our creative labour into tangible results for your business that align with your objectives. Whether that’s standalone creative concepts or full campaigns, branding, digital or print assets, we’re here for all your PR and content marketing assets.

Get in touch to find out how we can help.

There has been much debate in the PR industry about measurement — mainly because measuring earned communications success has always been complex and often has an indirect influence on a brand when compared with other marketing activities.

Businesses operate in an increasingly challenging environment. Today’s savvy senior executives rightly want to know the business impact a campaign has had and not how many clippings the PR team has delivered.

Measurement is not a myth

First and foremost, campaign success and business impact can absolutely be measured. However, it is important to recognise that it also needs commitment and support from the client to ensure an agency has access to the right tools and information required to complete the analysis. In some cases, this may require an additional investment in fees or third-party costs to deliver the desired analysis. But it’s about being clear about what you are trying to show and importantly how that data is going to be used.

A case in point is our collaboration with Omnico Group; together we identified that our integrated campaign generated £12 million in qualified sales leads. This was achieved by putting the right tracking mechanisms in place across each communication channel (earned, owned, paid, etc.) to highlight the return on investment (which actually didn’t need additional investment just effective collaboration with the client).

Download: Omnico Group case study

Introducing Whiteoaks Insights

Our measurement approach has always been valued by our clients and was highlighted in our recent client satisfaction survey which found that 89% of our clients were happy with our reporting, measurement and evaluation service, However, with the growth in data and reporting tools, there is still the need to evolve in this area.

Today, we are officially launching Whiteoaks Insights which is a dedicated brand for our research, measurement and evaluation services which can be utilised throughout the campaign lifecycle.

Our 360 Framework uses Whiteoaks Insights as standard to identify the business objectives, define the target audiences and create the right positioning and audience-centric messaging before the tactical plan is developed to ensure each campaign meets the broader business objectives.

Clients benefit from using Whiteoaks Insights services by gaining exclusive insights to inform communications strategy, including brand perception analysis, audience-driven intelligence and competitor analysis before embarking on a campaign.

Data-driven research can also provide a valuable role within a campaign creating compelling content and strong news hooks to drive brand visibility and audience engagement. Finally, Whiteoaks Insights can be used post campaign implementation to evaluate brand perception change and audience advocacy.

Measurement as Standard

Measurement has always been at the heart of our approach to PR. Since 1999 we have offered clients tangible results with set performance commitments and formal service level agreements and measurement continues to be a critical part of our mission and vision.

In fact, our approach to campaign reporting is audience-centric and looks at visibility, engagement and impact of the campaign on the target audience to ensure we continue to demonstrate the value and role of PR for B2B businesses today.

If you are interested in hearing more about our Whiteoaks Insights services, please contact us here.

The lure of potential growth, scalability, enhanced profitability and market domination fuels the merger and acquisition (M&A) market. Over the last three years the value of global M&A deals has increased year-on-year to reach $3.8bn in 2018 (Statista). And in the UK alone, 9,000 deals took place (Statista). A successful M&A can combine a wealth of collateral, including: people, assets, ways of working, values, branding, technology, IT software, marketing assets and… social media channels.

Once the principles of an M&A have been carefully planned, developing a combined social media strategy might not be a top business priority, but it should be considered. Although social media might have started as a hipster trend, it’s now flourished to become an incredibly important tool in the marketing and business mix. It allows businesses to instantly connect with customers, partners, prospects and employees. We are more digitally savvy and spending more time on social media than ever before (wearesocial). And despite the rumours, we are willing to exchange our data on social media.

Where to start?

There is not a single rule on how to approach combining two social media strategies and infrastructures following an M&A because each business is different. Should the social media accounts remain, merge, rebrand, or completely close all together? Each M&A should be assessed on a case-by-case basis and should align to the wider business direction. But where do you start? Conduct a social media audit to identify which channels you might need to take ownership of and understand the positioning and performance of the channels. You should consider the following:

What social media channels exist? Who has access? What are the passwords?
How well established are the channels? What audience are they targeting? How engaged is the audience?
What is the channel and/or content strategy? Customer service? Brand awareness? Lead gen?
What third-party digital and social media tools are they using? What’s included in the contract? And when does it expire?
Do any employees have brand social media accounts, such as the senior management team or sales?
Do you have a PR and social media policy? Identify if the business owns the rights to the channels or whether they’re owned by the individuals.

Remember your customers

Before making any decisions, think about the short- and long-term outlook, and the customer. Minimise as much disruption as possible for customers and clearly communicate to them what they need to know. Retaining and migrating customers is essential. Don’t be surprised if a competitor runs a paid social media campaign targeting your followers following your M&A going public. This is a common tactic.

Once a new social media strategy has been agreed, consider how it should be communicated internally, to whom and what level of information they need to know and action. Prioritise teams that are directly connected with social media such as customer service, sales and marketing.

Understand the landscape

When considering social media best practice on how to approach M&A, it’s important to understand the limitations of each social media network. This varies considerably from platform to platform. For example, you can easily delete a Twitter channel, but you can’t delete a LinkedIn page. On Instagram you can easily change your name, if it’s not taken, but on Facebook you can’t, you must apply for a name change.

There’s a lot to consider and navigate following an M&A. But remember to keep it simple when it comes to communication, put the customer first, align your efforts with the wider business direction and make sure you know what you can and can’t do on each platform.

Ross Walker, Head of Digital & Social

Why create content? Do you ever stop to think about what the time and resource is for?

In the B2B technology sector, we believe content aimed at the right audiences can increase brand awareness and reputation, as well as play a critical role in helping generate leads for sales teams. It can be used and repurposed to demonstrate your brand’s leadership, skills and knowledge in a particular area. It’s also a way to show your customers and prospects that you understand their professional challenges – we call this ‘Content with Intent’ – and are committed to helping not only overcome them, but also helping them to reach their broader business objectives.

How to make your content work hard

Generating content is only one step in a much larger process. The campaign and the content within it needs direction, creativity, investment and a measurement plan. And more than that, each piece of content needs longevity and the ability to be used in different ways. For example, it’s great to have fresh content on your website but how can you make that blog work harder for you? How does it tie into other campaigns? What about social media? What about a whitepaper or research project?

I’d like to share this five-step strategy to help you get the most out of planning your content, using a piece of proprietary research as an example at each stage:

1. Define your ambitions
Each piece of content, be it an email, webinar, social media post, eBook, blog, video or article needs a purpose. Whether it’s to demonstrate knowledge, drive downloads or boost webinar registrations, this needs to fit into the broader campaign objective(s), which we, at Whiteoaks, define and deliver in a fixed, results-based way. The goals of the campaign ultimately influence your choice of assets, messaging, keywords, and the mix of channels you use.

If we take the example of a research project and working with an independent survey company, as we do, this will allow you to better understand an industry issue and speak to a sample of your target audience. This adds credibility to your narrative and helps position your business as a thought leader, allowing you to apply insight to the raw data.

2. Perform a content audit
In the process of developing your campaign you need to take the time to find out what content you already have and decide what you need to generate. Again, think about longevity; compelling marketing content can be repurposed for different campaigns, for different audiences and different channels. So thinking long term about how you can get the most out of your assets is key and will provide better ROI.

Building on the research example, while you could just create a report, press release and infographic from the results, but your content audit would first show you what you already have, and whether blogs, articles, podcasts or social media tiles could be used to augment the results.

3. Get it out there
You’ve got your objective, audience defined and content drafted, now you need to get your message out there. Whether it’s a thought leadership or social media campaign, a media relations programme, or a combination, as we’d often recommend in an integrated marketing campaign, you need to plan it, publish it in various channels with UTM links, and keep a close eye on how it’s doing. It’s also important you keep track of where it is — in terms of where it’s hosted, like a dedicated landing page, and where it’s located internally so that sales teams can make use of the insight for nurturing prospects and so other colleagues are informed.

For instance, your research report could be gated content hosted on your website, while an infographic could be ungated and sections from it promoted as GIFs on social media to drive people to the report.

4. Measure it
Measurement is crucial for determining ROI. It also helps you understand what approaches, assets and calls to action are performing best so you can adjust the current campaign. You might change something that’s not working or do more of something that’s working well — and this gives you a foundation on which to build future campaigns.

For a project like a research report, your KPIs could be focused around report downloads or if you host a webinar to discuss the results you could measure registrations for the event. Other typical metrics include unique website visits, time spent on a specific web page, subscriber / follower growth, downloads (for gated content, for example), shares, likes or retweets (for social media), sign-ups and attendee numbers (for webinars), and click throughs from emails. Measuring effectiveness will be easier using marketing automation software, Google Analytics, IP tracking and other tools.

5. Look to tomorrow
Developing a content calendar is a must. This is critical to the planning process, as well as in the content creation stage, as you’ll understand exactly what assets are needed for which campaigns, with associated deadlines. A research report and its associated assets is a good example of populating the calendar with themed content that drives a campaign across a few months and gives you milestones to work around.

Creating a calendar also gives you an overview so that you can easily see where any gaps lie, if there is content that can be repurposed, and makes the whole process more structured. Finally, this makes your content assets work harder over the longer term, which is exactly what you want.

Susan Richter, Marketing Communications Manager

We are living in a time of innovation. The sheer volume and diversity of disruptive businesses being started, invested in or sold is testament to this.

At Whiteoaks we have had the fortune of meeting – and discussing growth strategies with – firms across the globe – from Russia and India, to the US and Australia. It makes tech PR and communications a hugely dynamic and exciting place to work in 2020. It’s true we’ve all been impacted by the pandemic, but moving forward, the focus on growth and success will remain.

With that in mind, it’s important for businesses of all sizes and stages to consider whether communications consultancy is the right strategic support service for their brand – but it’s a particularly important question for businesses undergoing some form of step change or transformation – be it corporate growth, a re-brand, entering new markets, or refocusing and looking at a future post-COVID-19.

The first question any such tech company should ask themselves is “what do I want PR to achieve?”. This may sound a fundamental question, but too often it is ignored by businesses that embark on a PR campaign because they feel they should, or they have been told to by people outside of the company to do so. Worse, it often results in sending out a press release every once in a while to journalists who, with the best will in the world, have never heard of said company, receive (honestly) hundreds of similar news releases, and are therefore are far less likely to report on the announcement.

This creates a vicious cycle.

With no coverage generated, leading to no inbound phone calls, PR can be viewed as a waste of spend, and effectively kill any debate around ramping up budget for some time. For any marketing professional joining these firms, it can be a frustrating experience.

We believe there is a better way, as our credentials explain.

Whiteoaks credentials slideshare template from Whiteoaks International

The starting point for all our campaigns as a B2B Tech PR Agency is to define business objectives – and this is where it gets interesting for fast-growth businesses, as we believe PR should be fundamental to achieving that growth.

We have worked with clients looking for very specific outcomes; building towards a funding round, creating a pathway towards an IPO, entering the US market for the first time or increasing the number of channel partners on their books – and sometimes, all of these goals at once. Each of these objectives would require a very different set of tactical recommendations, using a number of different channels – not just PR. Importantly, by being far more targeted, the ability to measure outputs attributable to PR increases exponentially.

What’s more, the robust, reader-centred content needed to generate results in traditional PR, including media relations, should drive the content chosen across the marketing mix, including web content, social media and sales materials. This adds value to the business and increases overall return on investment in PR and marketing communications.

Businesses undergoing a step change need PR to actually deliver for them, but the perceived lack of transparency around what they are getting for their investment can be a huge stumbling block. How does a set number of hours every month help them achieve their strategic goals? Frankly, it doesn’t.

This is why our deliberately different approach of set fees for set deliverables, linked to clear performance commitments underpinned by a formal service level agreement, continues to resonate so well with tech firms.

Working on the business development side of our business, organisations we speak to tend to have had one of two experiences regarding PR:

They have never invested before – and therefore like the certainty that we can offer in terms of transparency and commitment to results. Oh, and if we fail to deliver what we said we would, they get their money back;
Or they have invested in PR before and had a negative experience with the retainer-based approach, for all the reasons outlined above.

I would encourage any company considering PR investment to first ask themselves how it can aid their growth plans, not accepting any set of recommendations until the agency can directly prove a link between what they are doing and the company’s goals. It sounds simple, but PR justified through filling out a timesheet simply doesn’t cut it anymore.

To hear more about the fast-growth tech firms Whiteoaks represents and discuss how we could help your organisation, click this button tell me a bit more about you.

Let us elevate your PR

Bekki Bushnell, Head of Business Development