Blogs - Whiteoaks PR

The next 12 months could see much private equity (PE) activity in B2B tech. Globally, a $2 trillion PE mountain of “dry powder” (the amount of cash that a PE firm reserves) is said to be waiting for an investment home.

Any influx of PE investment in a B2B scale-up focuses on achieving growth within a specific timetable. That may demand a significant rethink about brand image, profile, customer base and partnerships.

PR is vital, but done the traditional way, it is unlikely to offer much return on investment. It is easy for scale-ups to fritter away cash on retainer-based campaigns that lack focus or incentives.

There is a better way, so here are some questions that businesses with new private equity backing should ask when examining PR proposals.

Is there anything measurable in this campaign to give us confidence?

In the traditional retainer model of PR, little apart from the constantly ticking hourly rate will be measured in a way that matters.

It’s true that PR isn’t an exact science – but there is plenty you can measure meaningfully, such as engagement rates on shared articles or website traffic resulting from articles and comments in the trade or mainstream media.

Using our Performance PR model of fixed fees for fixed outcomes, every piece of work will contribute metrics, whether that’s podcasts and webinars or email campaigns. All these measurements of visibility, engagement and impact can be aggregated to form KPIs. Those KPIs help give you confidence about how your PR campaigns are helping to achieve your business goals.

How does the proposal meet our specific requirements?

KPIs should align with business objectives, not offered as a standard bill of fare. This requires collaboration between you and your PR team to tease out where the emphasis in a campaign should be and who it should target.

Is the priority establishing brand awareness, reinforcing trust, boosting a reputation for innovation or getting in front of senior decision-makers at potential partner organisations or big-name customers?

Fixed fees for fixed outcomes sounds inflexible – is it?

No, it is exactly what you need. The KPIs can be adjusted, as can the focus of campaigns.

When the business you are scaling needs to shift its focus because of market conditions or what competitors are up to, Performance PR will respond and adapt quickly.

How much experience of B2B tech is there behind this proposal?

Some PR agencies are newly-arrived in the B2B tech sector. Others like Whiteoaks, have been providing results-driven PR for a vast array of clients for 30 years and more.

An agency with a long heritage has the reputation and relationships to be trusted by the highest quality media – organisations that really matter to ambitious scale-ups. Experience counts for a great deal in understanding audiences and addressing them in the right way.

What sort of in-house capabilities does this agency have?

Any campaign needs the full range of skills across creative work, marketing, news and thought leadership content, media relations and social media.

Those capabilities should be transparently available in-house so the service clients receive is fully integrated, responsive, adaptable and provided by specialists who talk to one another. That’s specialists in each area rather than “all-rounders”. Fads in communication come and go, but quality always counts.

Is this a truly integrated campaign and why does it matter?

PR and marketing should be fully integrated to ensure delivery of business objectives. Campaigns need to be multi-faceted because today’s audiences are not monolithic.

A B2B business needs to meet them through different channels wherever they are, but without wasting effort and money on initiatives that address the wrong people. Finding the right balance – being ambitious but realistic – takes experience.

Is this PR campaign likely to boost brand awareness or growth within our timelines?

If a campaign is crafted to deliver the right messaging to the right audience consistently, it will raise awareness and persuade prospects to move along the sales funnel.

Campaigns can be structured to feature key landmarks along the way. Triggered interventions such as email campaigns, newsletters or dissemination of eBooks can tip the balance of audience awareness at key moments.

That’s enough questions for now. All the best answers for private equity sponsors of B2B scale-ups are to be found in Performance PR.

Get in touch with us now if you want to find out more.

Imagine a group coming together to plant a sapling in a shared garden. Each person contributes: one brings water, another tends the soil while others shield it from harsh weather. The group watches as the sapling grows. The first blossoms appear, and eventually, they bear fruit.

The group gets to enjoy the fruit that they’ve grown together, and as the tree thrives, they feel a shared sense of pride and accomplishment. Its growth is a testament to their collective effort, care and vision.

This collaborative effort mirrors Whiteoaks’ ownership structure and therefore our resulting ethos, beliefs and values.

Let us explain why.

Employee-owned

A lot of people go to work just to pay the bills. Sure, they might like what they do and feel pride when their company does well – but for most, it doesn’t go much deeper than that. It’s just a job, and at the end of the day, they’re not really getting much back beyond their salary. There’s no real connection, no sense of ownership or investment. It’s just a “clock in, clock out” situation.

Since 2021, we’ve been an employee-owned business. This means that whether you’re a manager or an executive, every single person has the opportunity to directly contribute to – and financially benefit from – the success of our business and its growth.

With this model, when the company succeeds, so do our employees, which means it’s not only about a payslip anymore. This kind of setup naturally gets people more engaged and invested because they’re directly tied to the outcome. Everyone’s working towards the same goal, and it creates a shared sense of pride and responsibility which doesn’t always exist in your average agency.

Collectively driving results

As we are a Performance PR agency, measurement and results are the very essence of what we do. Our commitment to offering fixed fees for fixed outcomes means we work closely with clients and agree to targets that connect with their overall business objectives. We guarantee that if those agreed targets are not met, the client gets their money back.

Employee ownership brings a natural focus on results. It isn’t just about putting in the hours or doing tasks but delivering outcomes which make a real difference. These outcomes could be increasing brand awareness, improving reputations or driving sales. Every effort is tied to clear goals, and we take pride in meeting and exceeding them.

Everyone is also willing to step up and go the extra mile because we all know the stakes and share the rewards. We take responsibility and hold ourselves accountable for the outcomes. That sense of ownership pushes us to think bigger, to care more and to treat every decision as if it directly impacts us – because it does.

Good results reflect well on us as a business, as well as personally.

Long-term, client-agency relationships

We have honest, strong relationships with our clients because their success is ours too. We don’t believe in short-term fixes or quick gains where it’s not mutually beneficial. We’re here to build something that lasts.

Commerciality as a core pillar

We understand the commercial pressures businesses face and know that meeting objectives and driving growth are non-negotiables. With commerciality as a core pillar of our approach, our team is always looking for opportunities, coming up with fresh ideas and staying adaptable to whatever challenges your industry throws our way. We’re problem-solvers who make smart decisions to ensure you get the best value and the outcomes you need.

What makes us stand out is how we combine our Performance PR approach with the power of employee ownership. It’s the perfect match: a results-driven model backed by people who are genuinely invested in your success.

If you’re looking to get more of a flavour of how Performance PR works and our culture at Whiteoaks then get in touch

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.

The rapid spread of misinformation and disinformation online is the most severe short term risk to the world, according to the World Economic Forum. By influencing opinion before the truth has a chance to catch up, it’s expected to radically disrupt electoral processes over the coming years and increase distrust in media and government sources.

Disinformation, which is different to misinformation in that it involves people intentionally spreading falsehoods, is also affecting the business sector. Malicious actors can easily spread false narratives about products, services or even an industry as a whole on social media platforms. The availability of generative AI tools and deepfake technology has made it much cheaper, faster and easier for convincing fake content to be created and circulated, potentially leading brands to lose control of their messaging. This can undermine customer trust, threaten brand credibility and damage an established reputation.

Granted, it’s impossible for B2B tech organisations to prevent bad actors from sharing false information, but what they can do is adopt best practice steps to help safeguard their brand.

Enabling authenticity with established key messages

A strong, authentic narrative, underpinned by established, specific and detailed key messages, can help shield target audiences from false claims. Generic messaging is prone to mistrust. For example, if an organisation mentions that it is committed to ESG (environmental, social and governance) principles, but fails to explain exactly how, audiences might just believe the term is being used as part of a greenwashing agenda. This is where brands spend more resources on green advertising than actual environmentally-sound practices.

Research has shown that 71% of traditional media content discusses a specific ESG subtopic, such as a commitment to renewable energy sources. In comparison, 16% of social media content fails to give any detail beyond mentioning the term. This is driving a significant increase in negative discussions about ESG on social media platforms from people who believe it to be an empty buzzword.

It’s testament to the danger of generalisations and what they can lead to. If brands can truly back up their ESG claims with tangible initiatives, it’s best to communicate with precision and detail to prevent bad actors from building fake narratives around them. The need for detailed messaging also applies to different content types such as thought leadership pieces and customer case studies, addressing potential misinformation points and establishing a single source of truth.

Monitoring the landscape

Once B2B tech brands have taken control of their messaging, it’s time to look outwards. Social media listening tools can allow organisations to track millions of conversations happening around key topics that are relevant to their industry.

By monitoring specific keywords, hashtags and phrases, these tools can detect emerging disinformation narratives. Brands can then identify any prominent creators of disinformation campaigns, and even where competitors are currently being impacted, which may provide clues as to where future threats could materialise.

With visibility of emerging fake narratives, brands have more time to respond in the most appropriate way. For example, official statements in direct response to mistruth can provide clarity to audiences and ease any fears or concerns. To add further credibility, these messages can be delivered via a verified social media account to reassure audiences that they are engaging with the genuine brand.

Trust is now a valuable currency

The battle against disinformation is ongoing, but it’s not insurmountable. By establishing a clear, authentic narrative, backed by detailed messaging, B2B tech brands can reduce the impact of false claims and maintain credibility. Combining this with proactive monitoring, can ensure organisations are primed to react to threats and prepared to mitigate emerging risks before they escalate.

Disinformation is spreading quickly and convincingly, and trust is now a valuable currency. Brands that commit to transparency, precision and vigilance will be better equipped to safeguard their reputation and foster much-needed long-term trust with their audiences.

Talk to us today about how to safeguard your brand in the age of disinformation.

It feels like we blinked and suddenly we’re staring down the end of 2024. With the festive season in sight, it’s the perfect time to not only anticipate the wave of mince pies coming our way, but to also look ahead at what 2025 might bring to the world of B2B tech PR.

Our team of experts – who’ve been in the thick of it all year – have been taking stock of the latest shifts and trends. They’ve put their industry insights to work, making some thoughtful predictions about what the next year has in store for our sector.

Here’s what they had to say…

1. The walls between sales and PR will crumble

Sophie King, Associate Director

Brace yourselves! Next year, B2B PR and sales will finally work hand-in-hand to focus on what truly matters to businesses: driving growth. PR will play a more integral role across the sales journey, with earned media, thought leadership and reputation management becoming vital in nurturing leads and moving prospects through the funnel. The lines between PR and sales will continue to blur as PR is embedded into every sales touchpoint, creating a seamless experience that aligns with business objectives.

As PR gains momentum, sales teams will look to harness this interest immediately, adapting their approach to turn insights into action. More sales-aligned metrics and shared goals will help teams stay focused on achieving measurable impact together.

For other PR agencies, the realisation is coming that aligning campaigns with sales is now essential to demonstrate true business value. At Whiteoaks, we’ve been leading this approach for three decades, making sure every campaign contributes to real business growth.

2. Zero-click content is King. Are links really dead?

Natalia Kaczmarek, Digital Content Manager

Nearly every social media platform’s algorithm is now prioritising native content and, sometimes, exclusively. So to hold their audience’s attention, B2B tech brands are going to need to go all-in on zero-click content.

But let’s be clear: zero-click isn’t the death of links; it’s the art of knowing when not to use them. If you’re a brand making content which is rich, useful and fully engaging right in the feed, you’re able to give your audience goods upfront.

Brands that do this will be rewarded by the algorithm – giving greater reach and visibility to content that doesn’t try to whisk users away. If your posts still rely on a punchy headline that links out, you’re playing last year’s game.

In B2B circles zero-click content can be used for building authority and trust, all within the social feed. High-value insights shared directly in-feed will help to position brands as thought leaders with real, instant access to their expertise. And it gives them a licence to get creative: carousels which break down complex ideas, punchy success stories, or straight-up practical tips from industry insiders – all delivered with zero hoops to jump through.

3. If PR can’t show its value, it’ll get the axe

Hannah Buckley, Head of Content and Service Development

If 2024 taught us anything, it’s that B2B tech won’t be catching a break on budget pressures in 2025. The financial squeeze is here to stay, and companies are going to keep demanding that their agency be accountable for every pound spent.

Leaders want proof – real proof – that PR efforts are moving the needle. They’re looking beyond the media hits to metrics like lead generation, website traffic and the sales team’s success. Data is going to be a lifeline for PR professionals to prove that every campaign is pushing the company’s agenda – whether that’s getting leads, breaking into new markets or directly supporting sales. PR teams that can’t measure up won’t last, so the time to show accountable results starts now.

4. If your content is not moving forward, it’s moving backwards

Mark Wilson, Creative Director

If B2B tech brands want to stand out, they’re going to need to give their audiences content that they can immerse themselves in and which provides genuine value. The age of static content is fading fast.

Next year, expect things like eBooks, whitepapers and case studies to be packed with videos, animations and interactive elements. Imagine an eBook where you don’t just read about a concept – you see it come to life. By adding multimedia and interactivity, B2B brands can make their stories much more memorable. A case study, for instance, could include a quick customer video or an interactive timeline. When it comes to thought leadership, interactive charts, quizzes or sleek motion graphics will impress audiences with facts and build connections with them, giving them a sense of your brand’s expertise.

When content is truly engaging – people are more likely to act, meaning dynamic content has the power to be a lead-gen goldmine.

What’s your take on our team’s predictions – are you on the same page? If you’re a B2B tech brand reading this, how do these insights align with your own view of PR and your goals for 2025? If any of these ideas resonate with where you’re headed, let’s chat about how we can help bring them to life for your business.

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 28th November 2024, over 23 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 275 million sign-ups. Unlike Bluesky, Threads has massive backing from Meta, making it easier for the platform to attract users and maintain momentum. According to Axios, Meta announced earlier this week that an additional 35 million people signed up for Threads accounts in November, with sign-up rates rising over the past two weeks compared to the beginning of the month.

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.

Can B2B PR really be at the cutting edge of creative campaigns? Isn’t that kind of innovation reserved for B2C marketing?

We’re here to tell you that’s simply not the case.

As our Creative Director, Mark Wilson, likes to say:

“Creative is what ties it all together. It breathes life into digital, social, messaging and PR. Without creativity, it’d be as dry as a bone.”

Whether it’s media relations, social media and content or creative – every element plays a significant role in integrated campaigns.

What is ’creative’ in PR?

Creative might seem like a broad term, but it can include:

►Branding

► Digital e.g. display banners, email and infographics

► Social media content

► Live action video

► Print e.g. whitepapers, brochures

► Podcasts

► Web design

► Video – both animated and live action

So how do we use these creative elements to maximise the impact of Performance PR campaigns?

Amplify, engage and maximise

Creative’s role is to make messages go further, resonate with new and existing audiences and to make ‘calls to action’ more impactful.

So how does creative do this?

1. It brings visual appeal

Make no mistake, whether you’re selling to B2C or B2B, first impressions matter and that first impression often comes down to visual appeal.

Colours evoke meaning, shapes engage us and when both are applied consistently, it helps our customers form impressions and ultimately build trust. Branding is a perfect example of this.

Our media-saturated world means we are constantly exposed to visually stimulating content – whether it’s in our hands, on our walls or on the big screen. Therefore, to stand out in PR, we use assets like interactive case studies, infographics and videos to make sure our message cuts through the noise.

2. It supports narratives

Narratives are fundamental components of PR campaigns. They communicate key messages and have the power to shape perceptions.

Good creative brings these narratives to life, communicating them in ways words cannot and captivating the audience. Visual storytelling, design elements and multimedia assets can simplify complex subjects and make narratives more memorable.

Many B2B tech campaigns rely on the same formulaic approaches to storytelling – overused visuals, generic messaging and uninspired executions. These ‘safe’ methods are predictable and make standing out in a crowded market difficult. The audience has seen it all before; the standard infographics, tech-heavy whitepapers or flat corporate videos.

The most successful campaigns are those which break away from the norm and experiment with fresh, unexpected approaches. This might involve tapping into emerging design trends or using unconventional storytelling techniques. An example of this could be transforming a case study into an interactive digital experience or using animated explainer videos to turn written content into a more engaging experience.

3. It can simplify and improve understanding

In a world where attention spans are short, messages must be conveyed efficiently and the right visual design can make all the difference.

We know that people are more likely to recall information presented in visual form. This is where infographics, data visualisations and interactive media come into their own.

When faced with a mass of data or technical content, graphics, charts and diagrams can break down information into digestible, easy-to-understand formats.

Where a product’s impact might take multiple paragraphs of explanation, a well-designed infographic can convey the same thing, helping an audience to grasp key points much more easily.

4. It boosts engagement

It’s no secret that interactive and multimedia content drives more engagement, higher views and keeps your audience from skimming past. It invites users to participate. When people engage, they spend more time with your message and are more likely to share it.

This principle doesn’t just apply to short-form content like social media posts; long-form content benefits too. Webinars and podcasts can explore a topic in-depth, and offer a much more immersive experience. Imagine your brand hosts a live webinar where potential customers can ask questions about their business challenges. You have the opportunity to showcase how your product or service can provide solutions in real time.

Good design can also encourage users to click exactly where you want them to, to follow a specific journey and arrive at the desired outcome – whether that’s filling out a form, signing up for a webinar or downloading a whitepaper. Design which enhances their experience will increase the likelihood of these conversions.

Measuring creative’s effect on Performance PR

The beauty of Performance PR is the ability to measure the impact of every component in an integrated campaign, including creative. Creative content needs to look appealing but it also needs to pull its weight in delivering results.

In Performance PR, we use KPIs to measure three key areas: visibility, engagement and impact. These metrics can help us to understand how well creative assets are performing.

Effective design improves how well audiences remember your message. The better the recall, the more likely they are to talk about your brand. This can lead to higher organic mentions, shares and word-of-mouth visibility to further amplify the campaign’s reach.

We can also gauge how our creative efforts affect audience engagement. We look for higher ‘Click Through Rates’ across email campaigns and paid media while likes, comments and shares on organic social posts denote how well the content has resonated. Did it inspire a response, a conversation or an action?

Finally, we can measure the direct impact of creative and design. We can track how users interact with content – such as what they clicked on, how long they stayed on the page and when they dropped off – to better understand how creative influences their journey through the sales funnel. Conversion rates reveal how designed elements guide users towards actions like signing up for webinars or downloading resources. Metrics like video views and email open rates reveal which content formats deliver the best results.

At Whiteoaks, our creative team has the insights and experience to bring your brand’s message, ethos and purpose to life – reaching your audience and driving lasting, impactful results. We believe creative isn’t just an afterthought or a communication ‘accessory’, it’s an integral part of any campaign which can make all the difference in its success.

Get in touch with us if you think creative is what’s missing in your PR campaigns. Let us see how we can help strengthen your message, connect with your audience and deliver real results.