Why changing times present a B2B communications opportunity
|Posted by Rikke Wivel on February 17, 2020|
These have been some very exciting weeks for me, as I join EMG. I’ve been meeting with my new colleagues to discuss our vision and strategy. At the same time, I’m being introduced to our clients, who include some of the most innovative industrial technology companies out there. These are changing times and we are continuing to change with them.
Today, we’re living and conducting business in a cross-platform disciplinary world, where the lines between our professional and private lives are blurring. As a result, the marketing landscape has evolved into one that features diverse opinion leaders, messages, and content types. Getting your message across today involves creating great stories, truly connecting with the people you want to reach, and communicating with integrated international campaigns. It’s about looking far beyond words alone.
Changing times, fresh opportunities
The changing environment presents a challenge and an opportunity for every industry, in both B2B or B2C. Success means keeping up with everything that is happening in content marketing, including the areas of social media, online videos, podcasts, and...you name it.
I believe the opportunities in this changing landscape are even bigger for industrial technology companies than they are for the B2C giants. These companies have traditionally found it harder to communicate the complex technologies behind what they do. It means that a rich seam of untapped stories of innovation and invention exists that has just been waiting to be told. But now there are so many content forms available to tell that story in a way that cuts through. For example, you could demonstrate your process through an online video or an interactive schematic. All the new content types mean such an opportunity to show what’s behind the scenes and the glory of the innovation itself.
So how do you get your message across? I think that the essence to remember is that the industry buyer is also a consumer, who navigates and digests content in the same way. My advice to companies and communicators would therefore be to take the best practices in B2C marketing communications and take them into B2B. At the same time, you can bring some new aspects into your strategy, and achieve an even better execution.
For example, you could take the learnings from software companies, who have had to explain highly difficult concepts to consumers. The most successful ones managed this in a simple way. They used videos and infographics to get their point across and directly engage with them.
But there are so many other creative ways to engage with your target audience. In fact, I believe that when done correctly, today’s industrial technology companies can really give their B2C counterparts a run for their money when it comes to creative content.
Ensuring great industrial communications
Great communications is all about getting the messaging right, knowing your target audience and where to find them, before finally delivering that message.
With this in mind, I have always had a great fascination and admiration for communicators in the fields that are harder to communicate. In B2B, the audience is more niche and diverse than it is in B2C. Then when you throw complex technologies into the mix, you really need communications superpowers to get that message across.
For me, the basic role of a great industrial communicator is to support the craftsmen, disruptors and thinkers, who are helping to drive change. It’s a great responsibility that you can’t take on lightly. After all, it means communicating around the flame-retardant materials that protect firemen during their rescue efforts, and the bio-based materials and additives that lead to zero waste. It could involve telling the story behind high-heat resistant polymers that protect car batteries in electric vehicles, or even the packaging that ensures safe medical dosages. I believe that progress at these companies is vital if we are to achieve a truly circular global economy. This is why excellent marketing communications is so important.
Lifting today’s innovators
With this challenging brief in mind, I’m so excited to be joining EMG, where we’ve always had one eye on the future, and are looking at new platforms, techniques, and technologies.
I love that that we are specialized in these highly complex industries, as it allows us to offer 360-degree content-driven campaigns for our international clients. I’m also happy in how we value our international team of technical and scientific writers, and content strategists. At the same time, it’s so cool to see how the work of our designers and videographers is helping to get our client’s message across in new ways.
All this knowledge and expertise allows us to help you mine stories and narrative out of your business and package them for use across multiple channels. We can then work with you to shape your strategy and develop a communications plan that blends traditional media relations and advertising, trade shows and events, as well as social media, and influencer marketing.
I’ve always had great admiration for the true industrial disruptors who make things happen. I’m so pleased to now be leading a strong team that can really lift today’s innovators with true communications superpowers.
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