But why? The simple question that unlocks your industrial story
In the second post of our SE10 values mini-series, our UK associate director Hannah Kitchener shares her personal view on how deep-seated curiosity is the key to simplifying technical jargon, uncovering valuable stories, and ensuring your brand message cuts through the noise. I suspect I was a slightly annoying child. I had a habit of […]
Sparking creativity and why boredom can be a superpower in B2B communication
In the first post of our mini-series on SE10 values, our UK account director Hannah Kitchener shares her personal take on how creativity doesn’t always happen under pressure, but rather when you’ve stepped away, quieted the noise, and allowed your subconscious to connect the dots. A client conversation last week got me thinking about one […]
Why customer stories matter in construction PR – and how to make them work for you
When done well, customer stories offer construction brands a chance to demonstrate their value in the real world – building trust, strengthening relationships, and earning meaningful media coverage in the process. In SE10’s 23 years of experience in construction PR, we’ve found that few tools are as effective – or as complex – as the […]
The art and science of B2B headline writing
Once, headline writing was about making a journalist smile with a clever pun. Now, it’s about making sure algorithms and AI models see the right keywords and brand names. But the truth is, the most effective headlines satisfy both audiences. Here’s a look at how the craft of B2B headline writing has evolved and how […]
Thinking of launching an industrial podcast? Here’s some practical advice to start.
Podcasts offer an ideal format for exploring complex topics, such as those in the industrial B2B world, but the idea of creating a show can feel intimidating. Let us take you through the process, from planning to promotion, focusing on strategy over studio polish. The opposite of fleeting digital updates, podcasts offer the space for […]
Translating complexity: How SE10 collaborates with industrial subject matter experts
Our curiosity-driven approach, editorial roots, and long-standing client partnerships enable us to translate technical expertise into powerful stories — without ever pretending to be the experts ourselves. What’s the biggest challenge in communicating complex industrial innovations? Often, it’s not the innovation itself, but translating its complexity into clarity. If your audience can’t grasp the technology, […]
Your AI-generated customer looks perfect. But have you lost your credibility?
The allure of a perfect AI-generated testimonial is understandable, but as this tactic moved from theory to reality at a recent construction tradeshow, it posed the question: is a flawless image worth potential damage to your brand’s reputation? A few months ago, I wrote about an AI-generated fashion model in a Guess ad published in […]
Is audio enough anymore? Why your B2B podcast needs a visual strategy
New data reveals a clear evolution in the podcasting landscape. While audio remains the dominant format for deep-dive analysis, video is winning the preference of the most engaged multi-format listeners. For industrial brands, this requires a smart, hybrid strategy that maximises the value of every subject matter expert’s minute. For industrial communicators, the podcasting boom […]
Navigating the promise and peril of AI-generated podcasts
AI can now turn a whitepaper into a podcast voiced by your CEO. But should it? We explore how B2B brands can innovate using synthetic media without losing the trust that underpins their reputation. At SE10, we had a moment recently that felt like a glimpse into the future. We fed a blog post into […]
What a fake model in Vogue can teach a real B2B marketer
The uproar over an AI-generated model in a Guess ad is about more than beauty standards. It was a visceral reaction to perceived deception and the replacement of human creativity with synthetic imagery, eroding the trust between a brand and its audience. For industrial businesses, it provides a timely lesson in balancing the powerful efficiency […]