Our News & Views - Content Marketing
The industrial technology sector has a rich seam of stories of innovation and invention. Getting your untapped gems noticed by the media and your customers requires specialized content marketing. We can help you develop traditional and digital content that attracts the attention of both your customers and the media, whether it’s for an event, strategic positioning, product launches or ongoing messaging to keep you top of mind. See some examples of our work below.
14 Sep 2023
Continental Shift: Navigating the Industrial B2B media landscapes of China and Europe
In the dynamic world of B2B industrial sectors, effective media relations and journalist interactions play a pivotal role in shaping brand perception and industry influence. When it comes to engaging with the media, China, and Europe present some similarities but also distinct cultural, communication, and strategic differences.
10 Aug 2023
Behind the scenes - 5 steps to a professional podcast
With the right preparation, a manufacturing sector podcast can be a great addition to your content strategy. Around 464 million people globally listen to podcasts, with 40 million of these tuning in between 2022 to 2023 alone, so there’s a good chance that the audience you want to reach is ready to be engaged!
1 Aug 2023
Reporting Excellence: Combining Analytics and Insights to Empower Clients in Meeting Their KPIs
In today's digital age, marketers have access to an overwhelming amount of data and tools that can provide valuable insights into their communications and marketing efforts for clients. However, amidst this abundance of information, it's crucial not to lose sight of the importance of quantitative insights in our reporting.
13 Jul 2023
Messaging: have you nailed yours?
Don’t assume that because you are operating in a deep industrial technology sector, marketing messaging doesn’t apply to you. The power of storytelling to convince and connect with audiences should not be underestimated, and carefully constructed messaging is the backbone of any successful B2B marketing programme.
Messaging: have you nailed yours?
13 Jul 2023
30 Jun 2023
Unlocking the value of AI requires honoring human connections
Earlier this month, my EMG-colleague Adriana Arezza and I had the opportunity to deliver a keynote presentation at our client OQ’s Leadership Workshop. The main topic of the event was customer centricity and our presentation focused on the role of the media in telling customer centric stories.
9 Jun 2023
Effective spokesperson training: Navigating message delivery for B2B industrial players
Modern media training has evolved to meet the demands of today's digital landscape. With the rapid growth of social media and online platforms, PR professionals must adapt their strategies to effectively communicate and manage their clients' reputations, including the training of spokespersons.
19 May 2023
Pitch Perfect: Giving journalists the stories they really want
EMG’s PR professionals reveal some of our trade secrets for building strong media relationships that result in top tier coverage for clients.
10 May 2023
Social engineering: get smart, get savvy, get strategic
Many businesses we come across in the industrial manufacturing sector find it difficult to strike the right balance between the different kinds of content that result in a unique social profile that reflects an authoritative brand, engages audiences sufficiently to create loyal followings and still be a strong sales tool as well.
24 Apr 2023
Conversations on the tradeshow floor are changing and so should our approaches to communicating them
Sustainability, environmental pressures, and digitalization are drastically changing the sales and business conversations our clients are having with their customers and suppliers on the tradeshow floor. Good communicators who want to go the distance must pivot to meet the challenges and opportunities of building brands in this environment.
5 Oct 2021
The Facebook, WhatsApp and Instagram outage: A wake-up call for social media specialists
The Facebook, WhatsApp and Instagram outage that occurred on 4 October was in many ways an eye-opening experience.
8 Sep 2021
How to create virtual events people are excited to attend
We’ve all been there, we’ve all experienced it before, we might even be guilty of doing it to others. Death by PowerPoint. A dull presentation can turn a virtual event into a big flop. It’s all too easy for people to leave or do something else entirely while leaving your event on mute. So how do you keep an audience that could be 1000 of kms away, interested and focused on your event and not the TV or that Facebook post?
21 Jul 2021
What B2B organisations need to know about content marketing
While most people have heard of content marketing, that doesn’t mean they know what it is.
16 Dec 2020
The Five Things We Learnt in 2020
This year has been a crazy time to be in B2B communications. In fact, it’s just been a crazy time all in all. As we all did our Christmas shopping this time last year, nothing could have prepared us for what 2020 had in store.
The Five Things We Learnt in 2020
16 Dec 2020
4 Nov 2020
Is COVID-19 a Game Changer for the global PR industry?
A global survey by the PR network Eurocom Worldwide among medium sized enterprises in the B2B and technology industry identifies changes in PR and marketing communications practices triggered by the COVID-19 pandemic in 2020.
30 Apr 2020
Podcast: Communications through a crisis and beyond
These are unprecedented times. The world of communications will inevitably change in the wake of the coronavirus pandemic, with a new normal being ushered in.
31 Jan 2020
Reaching the Food Ingredients Customer
Personalized marketing is now a standard approach in B2C marketing but are you using the best insights and customization to turn your food ingredient B2B prospects into buyers?
Reaching the Food Ingredients Customer
31 Jan 2020
29 Jan 2020
Staying one move ahead in crisis communications
An effective crisis communications strategy is more important than ever, as complexity levels increase and required response timelines decrease.
Staying one move ahead in crisis communications
29 Jan 2020
10 Jan 2020
Oerlikon's recent campaign success illustrates that the sky's the limit when a great marcoms partnership is formed
Industrial technology marketing communications agency EMG is a firm believer in developing true partnerships with our clients. Our recent work with Swiss-headquartered international technology group Oerlikon is a great example of what happens when collaboration between client and agency bears fruit.
20 Dec 2019
Q&A-style press conference scores at K 2019
Milliken and PureCycle wanted to do things a little differently at K 2019. They chose a Q&A-style news show format for a press conference that was organized and moderated by EMG.
Q&A-style press conference scores at K 2019
20 Dec 2019
12 Dec 2019
The blog cocktail: layering information one blog at a time
You’ve done a press release, sent it out to everyone who would be interested and shared it on LinkedIn. Your job of getting the message out is now done and it’s time to relax. Right? Wrong!
5 Dec 2019
How to stand out and thrive in a downturn
What’s the best approach to communicating in uncertain economic times? EMG considers a few platforms to help industrial technology innovators stand out.
How to stand out and thrive in a downturn
5 Dec 2019
28 Nov 2019
Create winning content for C-suite high flyers
Winning big in industrial technology communications means reaching the upper echelons with clear and actionable insights. Try to summarize the fundamental positioning of your news in three to four keywords. It’s not easy is it? But it is important.
Create winning content for C-suite high flyers
28 Nov 2019
7 Nov 2019
Understanding the Industrial Technology Influencer Niche
Influencers and thought leaders are a topic that sparks the interest of many B2B companies, but the question marketing communication professionals have is: how does it work? The answer is all about finding the right connection.
1 Nov 2019
Content and structure insights that grabs the industrial technology journalist’s attention
Even in today’s multi-media world a well-written press release is still central to a successful industrial technology marketing communications campaign. Done properly, it will help you gain multiple channel coverage and draw widespread attention to your new product or business venture. Traditional press release writing follows a fairly simple but critical formula that is very similar to journalistic writing. Having been a journalist for almost 20 years before taking up my current role at EMG, I want to share some key tips on how to write your release and how to get it noticed among the crowd. Both the content and the structure are essential to success.
11 Sep 2019
Balancing short and long form content to drive leads along the customer journey
For years, the general consensus in the social media age has been to opt for “snackable” content that can be quickly understood and leaves little to the imagination. With short attention spans and a wealth of other content feeds vying for their attention, the aim is to hit the reader over the head with something that shocks, surprises or amuses in the form of short videos, memes or controversial tweets. This is effectively scroll-stopping content that forces us to look.
22 Aug 2019
A strong integrated communications strategy brings results
EMG was requested to help Norican Group Asia Pacific develop a comprehensive multi-channel communications support package for China DIECASTING 2019 held in Shanghai, comprising media engagement, video and social media content. The goal was to promote their new product lines and get across their messaging to the media.
4 Jun 2019
Should a robot generate your content?
An increasing use of robots and automation is changing how many industries do business. Some firms are even using automated artificial-intelligence software to generate written marketing-related content. What might this mean for you, and for the copywriters currently generating your content?
Should a robot generate your content?
4 Jun 2019
22 May 2019
EMG's 4th Customer Summit focuses on Account Based Marketing
Understanding your customers is at the heart of an Account Based Marketing (ABM) strategy and is especially applicable in a B2B business environment where customers require (and sometimes even demand) your understanding of their business, and provide them with tailored solutions.
16 May 2019
Quick SEO and keyword tips for B2B marketers
If done correctly, SEO is an organic way of having your B2B website or blog rise to the top of search engines without having to pay for it to be there. But before you can make your content SEO ready, you need to ask a few questions.
Quick SEO and keyword tips for B2B marketers
16 May 2019
6 Dec 2018
Podcasting is a great communication tool - what are you waiting for?
People love stories and being in the know and this is what podcasts are all about. And they are growing hugely in popularity. The ever-present smartphone is home base for this content and more and more people are downloading podcast apps and listening to all kinds of specialist content.
9 Nov 2018
Do they really want to know this?
Creating communications content that will strike a chord with your audience is the obvious approach to marketing. But it only truly works if you look at things from “the outside-in” rather than “inside-out”.
Do they really want to know this?
9 Nov 2018
16 Jul 2018
Telling your story and positioning your brand in Africa
Africa is a fast-growing market, one that offers immense growth opportunities for its local and international investors. The last ten years has seen an upswing in the number of investors that are making Africa their next investment bet.
14 Jun 2018
Technologies may change the face of communications but not the core
At EMG, we’re welcoming the digital revolution in marketing. New technologies like augmented reality (AR) and virtual reality (VR) are changing how many of our clients are reaching out to customers. We see it first-hand at tradeshows.
23 May 2018
Keep Calm!
You might have noticed the ‘Keep Calm and Communicate On’ logo that has appeared on our email signatures? If you click through you’ll find some great thinking from across the team that reflects on our latest customer survey.
Keep Calm!
23 May 2018
5 Apr 2018
Why we like podcasts
In recent years, we have seen a move away from the written word. Photos, infographics, online presentations and videos now appear to dominate websites and information platforms. This is particularly true in a technical /engineering business-to-business environment. Why try to describe something in words, when a diagram can do the same thing more effectively.
Why we like podcasts
5 Apr 2018
27 Mar 2018
Keep calm and communicate on
As part of our annual voice of the customer survey, we spoke to 40 marketing and communications professionals. Digital transformation and disruption were front of everyone’s mind. Every respondent mentioned the increasingly faster pace of marketing and a lack of time.
Keep calm and communicate on
27 Mar 2018
15 Mar 2018
Has content become too vanilla?
Content came up, unprompted, in every single interview of our survey. While some customers already have established strategies in place, others are just dipping their toes for the first time. It seems though that content marketing has finally reached a tipping point with industrial technology communicators. That's great, but a word of caution – beware of vanilla-ization.
Has content become too vanilla?
15 Mar 2018
31 Jan 2018
Building a social media presence for Trelleborg Wheel Systems
Building a social media presence organically takes both time and commitment. So, when Nicole Kipping from Trelleborg Wheel Systems wanted to promote the Industrial & Construction Tires business as part of growing the company’s overall presence, she came to EMG.
20 Dec 2017
In communications, every mission is critical
We caught up with Director Global Outbound Marketing, Berry Medendorp at SPS IPC Drives in Nuremberg and asked him about the transformation process and the way customer communications and content management have to adapt.
In communications, every mission is critical
20 Dec 2017
7 Mar 2017
‘Native content’ programme maximizes exposure for DSM Dyneema
DSM Dyneema has a unique product for the maritime/offshore industry and wanted to leverage digital marketing techniques to reinforce and expand its brand in this key sector. So it turned to EMG for both advice and execution.