It’s been a while since we updated our clients and contacts on what we’re getting up to – and in the fast-moving world of B2B marketing comms, a lot has changed.
We recently celebrated the 13th anniversary of the launch of Engage Comms and shared our learnings from 13 years in business. From a global pandemic to the advent of AI, it’s been an exciting journey.
Reflecting on where we originally came from as traditional PR/comms professionals, where we are now in 2025 feels like a full circle moment – read on for why.
B2B Podcasts with Impact
Did you know that we’re now bringing our ‘old school’ broadcast PR skills to a new platform? Podcasting isn’t a bandwagon we wanted to just jump on because everyone else was doing it, but it has become a channel where we can help clients like Money Advice Liaison Group (MALG) take their influence, expertise and network to the next level. As an organisation whose aim is ‘working together to improve the lives of people in debt’, in-depth one-to-one conversations that supplement the more bitesize sessions at their virtual and face-to-face events, was a natural evolution.
We take care of everything from podcast strategy and episode planning, to guest sourcing/briefing, production, editing, distribution and promotion. It’s all the same skills we used to use back in the day running radio campaigns for clients like NHS Blood & Transplant, but we and our clients are now more in control of the content and can engage more deeply with their niche audiences.
Interested in finding out more about podcasting for your organisation? Whether it’s a one-off piece of audio content to support a thought leadership campaign, a mini-series tied into a specific agenda, or an ongoing commitment to sharing expertise, we can support with the whole process.
Carousel Content
While we’re not ones to follow general social media trends, preferring a more tailored approach that most suits our niche, specialist clients, we always keep abreast of what content types are most effective in the B2B space. The growth in popularity of carousels that allow users to digest bite-size written content at their own pace is very welcome for us as comms professionals (see one we recently did for ourselves about maximising research reports).
It’s a clear sign that audiences on platforms like LinkedIn are prepared to engage with much more than just 5-second video clips, offering the opportunity to showcase expertise in a useful, concise and impactful way. Uploading pdfs to social posts feels like a step back in time but, done right, it’s actually the future. It’s the new version of a press release – having to get key messages across in a punchy way to cut through the news agenda ‘noise’.
Professional Video
87% of B2B marketers now use video marketing, showing it’s not just for consumer brands. But, while TikTok, YouTube and other social media channels made anyone with an iPhone a content creator, there’s a move back towards more professionally shot and produced video, especially in the business world.
Check out our showreel showcasing what we can produce working with our videography partners to bring events, case studies and experts to life. Our latest client video can also be viewed here.
The new (old) Twitter (X)
We’ve been closely monitoring the rapid decline of Twitter (now X) as a useful B2B comms and engagement platform since it started being Elon Muskified. Improvements to LinkedIn has offered a good alternative tool for keeping abreast of our clients’ agendas and engaging directly with their target audiences, but we have also been monitoring and experimenting with new platforms. While Meta’s Threads hasn’t really proven suitable for our B2B clients in niche sectors, Twitter challenger BlueSky is now home to many of their key stakeholders. Give us a follow here if you are on there or talk to us about whether it should become part of your social media channel strategy.
Face-to-face events are back!
It’s been five years since the Covid-19 lockdown and we are all now used to virtual events and webinars but, over the last few years, we’ve seen a huge comeback for face-to-face events, providing those working remotely with an unmissable opportunity to network and connect in real life. The client conferences we are working on for this Autumn are set to be their biggest, and most interactive, yet.
Working with our operations/logistics partner, we can deliver every aspect of event management from intimate report launches to major industry conferences. Get in touch for a quote.
Going back to basics to get the most out of AI
The most exciting development we’re currently facing in the world of B2B marketing is exploring the possibilities of AI (no, we’re not scared of ChatGPT taking our jobs). AI tools are extremely powerful for content creation but, audiences are going to start quickly glossing over ‘off the shelf’ blogs and social posts that have clearly been written by an AI bot. To maximise the potential of AI for more streamlined and effective content generation, organisations and brands must get the basics right first. Only if you have clearly articulated your proposition in a unique and engaging way on your website and ensured that stakeholders are part of your inter-connected online presence will AI tools produce anything worth reading about your company. And to get this right, there is no shortcut.
Our brand communications strategies lay the foundations for a coherent, unique, engaging, inter-connected online presence – which will make utilising AI as a companion for content creation dramatically more effective. We’ve always said that B2B marketing communications has to be about quality over quantity – and this is more important now than it’s ever been. We’re here to guide you through the integration of AI in a way that supports sustainable growth and development.
