Tag: Content

For B2B tech brands, staying relevant and front-of-mind with your audience is critical. While innovative products and services set the foundation for success, it’s consistent and well-crafted content that keeps your brand in the spotlight and drives meaningful engagement. A steady flow of PR and marketing content helps maintain visibility, build credibility and reinforce your authority in the industry.

But, as many B2B tech companies know, creating this consistent stream of content can be a challenge, especially when internal teams are pulled in multiple directions. Here’s why consistency in content matters, and how PR agencies can step in to ensure your business keeps up with the demand.

The power of content

Content is the backbone of any PR strategy. It’s not just about getting your brand out there – it’s about telling your story in a way that resonates with your target audience. High-quality content serves multiple purposes: it positions your company as a thought leader, showcases product innovations and provides valuable insights that decision-makers look for when considering partnerships or purchases.

For B2B tech brands, where buying cycles are long and decision-makers are often meticulous, this type of content is critical. It reassures prospects that your company is credible, knowledgeable and capable of delivering on its promises. Whether it’s an industry report, a blog post on emerging trends or a case study showcasing a recent success, well-placed content can significantly impact how your business is perceived.

Why consistency matters

One well-crafted piece of content is great, but it won’t keep your brand top-of-mind. To build lasting relationships with prospects and customers, you need a steady stream of PR and marketing content across different channels. This consistency creates multiple touchpoints, increasing the likelihood that potential customers will engage with your brand at the right time in their buying journey.

However, consistency isn’t just about frequency. It’s also about the quality and messaging within the content. Each blog post, press release or social media update should reinforce the same core messages and align with your overall business goals. Inconsistent quality or off-brand messaging can confuse prospects and damage your credibility, making it harder to build trust.

The role of PR

For many B2B tech companies, maintaining this drumbeat of high-quality content is easier said than done. Internal marketing teams are often stretched thin, juggling product launches, sales support and various other responsibilities. This is where a Performance PR agency can become an invaluable partner.

PR agencies bring a fresh perspective and have the resources to ensure that content creation remains on track. By working closely with your team, they can craft content that aligns with your brand’s tone and messaging while keeping the output steady and focused. They also have the media connections to strategically place your content in front of the right audience, whether that’s through thought leadership articles, press coverage or industry-specific blogs.

In short, a PR agency can help you maintain the balance between quantity and quality, ensuring that your content continually reinforces your brand’s authority and drives engagement without putting additional strain on your internal resources.

Consistency drives growth

At its core, sharing consistent PR and marketing content is about building relationships. Each piece of content serves as a touchpoint with your audience, nurturing leads and building trust over time. This trust is especially important in the B2B tech space, where buying decisions are high-stakes and involve multiple stakeholders.

A well-executed, consistent PR strategy creates a virtuous cycle: the more valuable content you produce, the more visibility you gain, which in turn leads to more opportunities to showcase your expertise. Over time, this positions your brand as a leader in the industry and drives long-term growth.

Remaining at the forefront

For B2B tech businesses, the challenge is clear: without a steady stream of high-quality, consistent content, your brand risks being overshadowed in a competitive market. But with the right PR partner, you can keep your brand at the forefront, ensuring that decision-makers consistently see your expertise, innovation and thought leadership.

The drumbeat of content is not just noise – it’s the rhythm that drives engagement, trust and, ultimately, growth.

Get in touch with our Head of Content to learn how we can support your content needs.

All you ever wanted to know about B2B PR. The Whiteoaks PRodcast discusses all elements of the discipline from marketing and creativity, to client expectations and recruitment. In this episode, Susan Richter chats with Senior Content Writer and Whiteoaks stalwart, Richard Peters. Richard discusses his 25 years at the company, from what it was like in PR pre-internet and the dreaded fax machine to the modern high tech world writing about cutting edge technology.

By Ella Ford, Content Creator

Nobody enjoys delivering bad news. But there are better ways to do the deed than through an en masse thwacking via video call.

P&O Ferries is under sustained fire for sacking 800 employees without warning or consultation. Through a scripted and cold pre-recorded video call, crew across the entire UK fleet discovered last Thursday that it was their “final day of employment”. And despite references to a generous severance package being offered, full details have still not been given to newly redundant staff.

People have been quick to criticise – and with good reason. But while we all like to think our own business won’t land in a similar crisis, can we honestly say that our communication has always gone without a hitch, even when times are good? It is vital that workplaces establish a ‘norm’ for effective communication. Not only does it power productivity and build trust, but it also puts businesses and employees on the front foot when difficult conversations do take place.

Here are five evergreen tips for effective communication in the workplace:

 

1. Communicate with purpose

In today’s hybrid workplace, internal communications go far beyond the morning huddle and company-wide email. While you blend and switch between face-to-face and online communication, always be clear and precise. Think about to whom you are speaking, what you are going to say, and the core message you wish to express.

Also remember that less is more – especially now that the average professional receives over 120 emails per day! Do you have the proper digital tools to help cut through the noise?

 2. Dialogue, not monologue

Good communication is not just about getting your own point across. It really is a two-way street, built on shared dialogue and mutual understanding. And the most productive conversations happen when everybody is empowered to both speak well and listen well.

Take the time to demonstrate that you’re actively listening, even when it’s through a screen. It’s an underrated skill, but when done correctly, active listening is a superpower. Not only does it help you digest more information, faster, but it also gives you the tools to build trust by making others feel understood and validated.

 3. Keep it transparent

Open and honest communication is vital to any healthy relationship. No matter how challenging or uncomfortable it may be, make sure you’re consistently interacting with high levels of integrity. By normalising transparent communication, you are creating a culture of mutual trust and straightforward feedback in daily working life.

If there are possible changes on the horizon (good or bad), transparency is a powerful unifier. Forewarn people when bad news is on the table. Share what you know, when you know it – even when you don’t have all the answers.

 4. Own your mistakes

Even the best communicators get it wrong sometimes. Whether it’s a casual oversight or a mistake that directly impacts others, it is always important to be honest and willing to own the mistake. Showing vulnerability is not a weakness but a core strength; it proves that you can put aside personal pride for the good of the team. Being able to admit when you are wrong is a trait that garners respect and sets a great example for others to follow.

 5. Be empathetic

Remember, there is at least one person behind every email. Think about your audience and show understanding, concern, and care through your language. If you are breaking news, imagine how you would feel receiving it and what your own response would be. In face-to-face and virtual meetings, it may be easier to determine the tone of what is being said, but responses are often more instant and emotional. This is where active listening comes in. Accept and allow different perspectives and emotions from people and show that you genuinely care. A little empathy goes a long way, no matter how difficult the conversation.

If businesses treat their employees well and follow these communication essentials when things are running smoothly, they stand the best chance of riding out any potential storms before they evolve into a full-blown PR crisis.

 

By Richard Garfield, Specialist Content Writer

Over the past couple of years, businesses have had to quickly adapt and change the way they promote their products and services. While the ever-changing marketing landscape may seem daunting, here are five key trends to keep an eye on during 2022 to ensure your content marketing plans stay on track.

#1 Empathetic marketing

Recent events have led marketing teams to take a more empathetic approach, which we are likely to see continue throughout 2022.

It’s a way of seeing your customer through their eyes and speaking to them as people and not simply as potential buyers. To do this you need to be clear who your customers are, what challenges and pain points they face and what motivates them into action. Answering these questions will be useful in producing content that evokes relatable emotions which will build trust, create better customer experiences and develop more authentic relationships.

#2 Hyper-personalisation

It’s well known that customising messages will improve customer engagement, especially when it comes to email marketing.

While this has become pretty much standard practice, a newer trend is now emerging with hyper-personalisation. This goes deeper than simply using a customers’ name as it taps into an individual’s preferences, desires and needs.

Basically, this uses data to deliver more personal and tailored products, services and information to create unique interactions with individuals. Hyper-personalisation can increase customer loyalty and create more enjoyable interactions.

#3 Shorter video content

During 2021 video content became a central part of many content strategies. TikTok alone grew by an impressive 173% and with Instagram embracing a shift towards video, so the importance of video content will surely grow in 2022.

As average times for watching videos continue to fall, short videos suit fast-paced social media platforms. According to Hootsuite just over 39% of businesses already use short video content to sell their products and services, with 30% reporting that it provides a higher ROI than their own websites.

When done well, video can create a deeper connection and capture the attention of potential customers more readily.

#4 Audio content and podcasts

Audio content has become more and more popular in part due to podcasts which are available live or on-demand. In a recent survey from HubSpot, 80% of businesses polled said they plan to invest either the same or more into podcasts and audio continue for the year ahead.

We expect this trend to continue in 2022 with more content that is directly linked to a brand being available as they are a great way to share information while listeners are doing other things such as driving to work, doing household chores, or working out.

#5 Optimising content with infographics

We expect to see the trend of consumers actively choosing content with visual displays such as infographics over content that is purely text in 2022.

Studies have shown that people can process images 60,000 times faster than text and in the same vein, people tend to remember only 10% of information through sound, while they remember up to 65% of information they see visually.

While images can be powerful on their own, when mixed with text they have even more impact, as audiences respond well to the combination of words and images. Articles with relevant images receive 94% more views compared to articles without images. Well-designed, attractive visual content, such as infographics, photos and animations, can increase visual interaction with consumers can drive emotions and help them along with their buying decisions.

Content teams must keep abreast of key marketing trends if they want to attract and retain their target audiences in 2022 as after all creating exciting content is what gets businesses and their brands noticed. However, this does not mean they can simply jump on new trends and ignore basic marketing practices, as without a unified content and marketing strategy this is unlikely to pay off in the long run. Making sure your content and marketing is aligned with the rest of your business and by clearly defining your marketing goals, will allow you to make the most of these trends.

If you have any questions or would like some help with your content marketing, get in touch with us.

Hannah Buckey, our Head of Content chats to us about her experience of working at Whiteoaks and the path that led her here.

It’s that time of year when the mystics grab their trusted crystal ball and take a long hard look into the future. For those of us in B2B PR & marketing, that approach just doesn’t work! Instead, we rely on educated guesses and the wise words of our experts.

We asked our Creative Director, Mark Wilson; Head of Content, Hannah Buckley; and Head of Digital and Social, Ross Walker for their take on what to expect from next year.

Mark on creative

#1 Focus on video and animation

We all had to work within the confines of the pandemic which meant finding other outlets or avenues for creative. Things like photo shoots, for example, couldn’t happen, so we had to find alternatives. Which is where video and animation shone and as a result, we can see can more of this next year. We are also going to see the use of video and animation in different media and areas, and across different platforms. Just look at the Channel 4 reality series that was produced exclusively for broadcast on Instagram.

#2 More green

Obviously there’s been a lot of focus on sustainability, not just because of the recent COP26, and I think will influence all areas next year. More brands will be shouting about their credentials and efforts next year – and will be pressed to prove it. But more than that, there’ll be pressure in the digital sphere to prove sustainability; how can digital brands be more energy efficient. If you consider the internet produces nearly 4% of the world’s greenhouse emissions, there is definite work to be done.

#3 Return of the DM

No. Not the direct message. I’m talking more old school. The direct mail. While direct mail like junk mail has had a steady presence in our lives, it will be the desk drop that is staging a comeback. This can be used as a way to get your brand to stand out, be more personalised and targeted. I think it’s just a really ripe area for creativity, especially because people are tired of receiving emails marketing emails, dozens a day. As we hopefully make a return to our offices next year and away from being in front of our screens 24/7, a physical, tangible thing will be well received.

Hannah on content

#1 Increased demand for a wider variety of content types

In today’s time-strapped environment, people are a lot more selective about what they consume, which has led to greater demand for videos and podcasts, to supplement more traditional types of marketing and PR content. These types of content are easy to digest, can be more widely shared and reach more audiences while staying true to the brand’s messaging.

#2 More data-driven content

This is really a circular thing and recognises the role content plays in the bigger picture, in terms of company goals and objectives.

With this, there will be more of a move towards data informing the types of content being created and at the same time there’s a push for content to provide tangible results that can be evidenced with hard data to show how content is helping to meet those company goals.

#3 More brands sharing more opinionated content

This is a more upfront up front way to engage with audiences, particularly as people are now a lot more discerning and know when they’re being sold or marketed to.

With that, some brands are being bolder with how they communicate with their customers and prospects to cut through the noise and make their voice heard.

This approach requires businesses to strike the right balance between being outspoken and potentially controversial, and remaining true to their brand’s messaging and values.

Ross on social and digital

#1 Employee advocacy

The term has been used quite a lot and it’s becoming more and more important for brands to adopt these programmes into their marketing. Essentially it’s about leveraging employee networks to promote the brand, ensuring they’re amplifying the messaging. But…all in a meaningful and authentic way! The obvious benefits are brand awareness and transparent engagement with target audiences. In addition, LinkedIn for example, is more inclined to push individual posts and content over those coming from corporate pages.

#2 Evolution of paid social

Next year it’s going to be more important than ever to stand out and leveraging paid social campaigns can really be beneficial, especially around brand awareness and lead generation. It’s a great way of building engagement and being more targeted. It does need to be underpinned by a solid content strategy to make sure your audience is consuming that content and interacting with your brand.

#3 Bet on organic social

With all the changes that have happened this year – enter the Metaverse! – there’s no guarantee that organic will continue to be effective; especially with the focus on paid and the fact organic reach has been steadily declining over the last few years. However, organic still has a definite role to play so we’ll see brands taking full advantage of that.

If you have any questions or thoughts on the trends, let us know! Or get in touch if you’d like to see how you can capitalise on them in 2022.

By Ella Thompson, Senior Account Director

The value of crisis comms has really come to the forefront in recent years for obvious reasons. But having a crisis comms strategy in place encompasses so much more. Most experienced marketers will have dealt with some form of crisis in the past, however large or small, but it’s worth repeating that a crisis, according to the Institute for Crisis Management is a “Significant business disruption which stimulates extensive media (and social media) coverage. The resulting public scrutiny will affect the organisation’s normal operations and also could have a political, legal, financial and governmental impact on the business.”

Undoubtedly there have been many lessons learned from the pandemic, but moving forward, how do those lessons apply to your overall strategy? Taking a step back, there is a multitude of different disruptions that can happen to a business from cybersecurity hacks to natural disasters, and a good crisis comms plan will have a plan of action in place for as many eventualities as possible. In the event of a crisis, the media want the exclusive and this can have an impact on the accuracy of initial reports. This becomes even more difficult for companies because in the social media world, unsubstantiated rumours can be reported as fact and spread quickly, audiences may believe a company is hiding something if it does not respond immediately to a request for information.

There are many pitfalls in dealing with the media in a crisis and plenty of real-life examples from some of the biggest companies in the world on how not to handle a crisis. First off, you need to reach your target audiences quickly and minimise the spread of misinformation. Regardless of how much you know at the time, it’s important to take action quickly, stick to the facts, don’t speculate on what could have caused the crisis or the extent of it because that is when misinformation can spread. Your spokespeople need to be responsive and offer straightforward and accurate information.

While external communications with the media are important, internal communications should play a big part in your plan as well. Your employees need to know what is happening. By doing this you avoid your employees speculating about what is happening and therefore reduce the spread of misinformation. It can also be very important for morale. If your employees feel that they are being kept in the dark then this will not endear them to the company and you could see people’s loyalty waiver. Therefore, it is important to have a dedicated resource or channel to communicate with employees and respond to their desire for information.

One of the major changes to crisis comms over time is the speed in which you are expected to respond to crises – over 20 years ago information didn’t spread nearly as quickly, so companies would have far more time to gather the information on what has happened and then make a statement. Nowadays in the age of social media and rapid news cycles, companies have to react quickly to these problems. They need to act quickly and state what they know then gather as much information as possible to stay on top on the spread of misinformation. Social media has now become the main source of communicating with their stakeholders, allowing the company to quickly reach a large proportion of their audience.

Although the channels and speed at which you need to communicate your message during a crisis have changed quite drastically – the core principles of crisis communication will stay the same over time:

– Plan for tomorrow
– Respond rapidly
– Work with local authorities
– Position your management front and centre
– What you say must reflect what you do
– Be open and honest
– Demonstrate concern and convey integrity
– Speak with one voice
– Talk to stakeholders directly

If the future of crisis communications follows in the same path that it has taken so far then it is imperative for companies to have a comprehensive plan that allows them to adapt, change and communicate effectively in the event of any crisis. Companies are being held to account of their actions now more than ever and they are given less time to explain themselves – but if you stick to the core principles then it could be the difference between success and failure.

A crisis doesn’t mean the end for a company, it is how they deal with that crisis that determines their outcome.

By Hannah Buckley, Head of Content

A popular topic of discussion in the world of PR and marketing is the role of content and the question ‘is content still king?’ is one that comes up from time to time. For us at Whiteoaks, there is no doubt that content is still king. After all, what else could you rely on to do everything from building trust with your audience and guiding customers through the sales funnel, to demonstrating your expertise and boosting brand awareness?

Content is multifaceted and, with a solid content strategy directing your efforts, every single piece can open you up to a world of opportunity.

No matter your business objectives, whether it’s increasing brand awareness, community engagement, lead generation, or anything else, a well-executed content strategy will set the stage for success and help you achieve your goals.

When it comes to content marketing, for example, those who have a strategy in place are much more likely to be in the category of successful companies, according to a recent Statista report.

So how does that play out in the real world? With 70% of B2B decision-makers saying that content marketing has helped them achieve their lead generation goals, let’s see how you can align your content strategy with this goal…

#1 Define your target audience
If you’re aiming to generate leads, the starting point is ensuring you can reach your intended audience. This means developing personas which encapsulate who those audiences are so that their needs and wants are front of mind when it comes to what you create and how you share it. This will help to ensure your content not only reaches them but also resonates.

By segmenting your audience based on these personas, you can tailor your content more precisely to meet their different needs. As experts in your industry, you understand the challenges your customers are facing, therefore, you can align certain pain points to different segments and create content with the intention of helping them to overcome those issues.

Taking this approach will also help to cement your identity as an authority within your industry.

#2 Nurture the relationship
A vital part of content marketing is understanding that different content is needed for each of the different stages of the buyers’ journey. After all, the requirements and intentions of someone at the awareness stage are likely to be very different to those of someone who is almost at the point of making a decision about whether to buy from you. As such, this should be a key consideration of your content strategy to ensure you influence leads and nurture the relationship.

Mapping out the different stages of the journey and determining what types of content are right for each stage, whether that’s evergreen content you’ve produced previously or new content you need to create, will help you with this and will be crucial to achieve your ultimate goal of turning a lead into a customer.

#3 There’s more than one channel
From print media, such as trade publications, and third-party websites, to social networking sites and your own blog, there are a great many channels on which you can now share content in its many guises.

By understanding how your target audience interacts with each channel, the types of content that perform well on each and what they want from content, you can share content to greater effect.

Some channels may be more effective at generating leads at different points in your campaign. By monitoring this, you can ensure your efforts are optimised and each channel is used as effectively as possible.

#4 Don’t stop once you convert…
A vital point to remember about using content for lead generation is that engagement shouldn’t stop purely because you’ve managed to convert. Rather, content is key to retention.

Your customers are also an excellent source of content as once you’ve built that relationship you can approach them for testimonials which you can then feed into your content strategy and use for future lead generation. With research finding that testimonials can help businesses generate 62% more revenue from every customer, it’s certainly a valuable type of content to have at your disposal!

As you can see, when it comes to content, the possibilities are endless and armed with an expertly crafted and well-executed content strategy you can make the most of every opportunity it presents.

Hook, Hampshire, 30 March 2021: Whiteoaks International, the award-winning tech PR agency, has been selected by Egypt-based SaaS provider el-Brokers to lead its introduction into the UK market.

elBrokers.com provides a web-based CRM/content management and productivity tool designed to help realtors and small estate agencies manage leads, property listings, create professional reports and streamline the listing process, on a subscription basis.

The campaign is designed to grow awareness of el-Brokers in the region and increase its customer base. It is built on a social media and influencer relations strategy, supported by a media relations and thought leadership content programme.

“We were impressed by the credentials and experience of the Whiteoaks team in helping fast-growth tech businesses. But we were especially attracted by the strength of its digital offering which really resonated for us as a new entrant to the UK market and a web-based business,” says el-Brokers founder, Youssef Abdelwahab.

The campaign will also feature a corporate profiling element and is due for kick off in Q2 2021.

“el-Brokers is a disruptor and an innovator with a unique offering that can deliver value to the real estate market, all of which places it right in our realm of expertise,” says James Kelliher, Whiteoaks CEO. “We’re delighted to be working with the team to launch this solution into the UK market and further el-Brokers’ reach.”

The elBrokers.com platform is currently free to use and offered on a six-month trial.

Hook, Hampshire, 15 March 2021: Whiteoaks International, the award-winning tech PR agency, has been chosen to launch Palo Alto-based Fanplayr into the UK market.

Fanplayr is a digital platform that boosts conversions on e-commerce sites using AI and machine learning to analyse user behaviour.

The UK launch campaign centres on a media relations strategy, including media briefings and a strong thought leadership component. Its main objectives include increased brand and product awareness, and supporting sales growth.

“Our Italian agency, Noesis, who is a Whiteoaks partner, recommended the team to us. We were impressed by their retail tech experience, the approach they proposed and by their business model that is geared toward results and achieving return on investment,” says Enrico Quaroni, VP Global Sales & Marketing at Fanplayr.

James Kelliher, CEO of Whiteoaks, says: “Fanplayr is the ideal fit for Whiteoaks based on our expertise within both the retail and technology markets. We are looking forward to working with them and getting the business firmly established in the UK.”

Fanplayr has offices all over the world, including the US, Europe, Japan, Australia and South America.