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Content & Storytelling

Industrial organisations rarely struggle for expertise. The challenge is communicating it in ways that people genuinely want to read. This section of the Engine Room explores how to turn complex ideas into clear, credible, and engaging stories. We examine everything from thought leadership and corporate messaging to authenticity, structure, and editorial judgement, helping organisations communicate with greater clarity without sacrificing technical depth.

Uncovering distinctive B2B content

Could anyone else have written this? The question every comms team should ask

Original insights, perspectives, and data are key to standing out in the trade media, on social media, and in AI-powered search. Yet it’s not always that easy to simply ‘be more original’. The challenge is learning to uncover, capture, and share the expertise from within your organisation before...
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Big number. So what? How to make industrial data tell a meaningful story

A big statistic can attract attention, but it doesn’t automatically make a convincing case. The real work is establishing what the evidence proves, why it matters, and what your audience needs to understand....
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Is repurposing your industrial marketing content really saving you time?

Repurposing content between channels might seem efficient, but reusing a finished article can curb the insights you uncovered from the original conversation with the subject matter expert. Different channels need different editorial treatment and planning that from the start can allow you to demonstrate more expertise without creating...
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Why your best customer stories aren’t convincing anyone new

Your customers trust you, they keep coming back and recommend you to others. So why do your industrial case studies and project stories still struggle to persuade people who don’t already know you? The answer may be that you’re collecting evidence of customer loyalty instead of the evidence...
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Are you relying on the same spokespeople for every story?

Your CEO might be the right voice for your company’s strategy, but not necessarily for its technology, customers, or culture. Here’s why choosing the right spokesperson for each story can make your communications more credible, distinctive, and useful....
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Does writing your own thought leadership really make it more authentic?

Many of the most knowledgeable people in industrial business aren't writers. They're engineers, technical specialists, operational leaders, and commercial experts. So, does authentic thought leadership require them to write every word themselves?...
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Designing visibility for leaders who don’t seek the spotlight

Leadership visibility has become one of the most valuable assets an industrial organisation can build. Yet many still assume it depends on finding leaders who enjoy the spotlight. More often, the challenge is designing communication around how leaders already think, work, and share their expertise....
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The PR lessons we can learn from the World Cup

For six weeks, the 2026 FIFA World Cup has given us a steady supply of entertainment, elation, ego and heartbreak. We’ve experienced the kind of moments that will be replayed and debated long after the final whistle and carried with football fans until the next tournament. At SE10,...
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The nuances of communication in North America: A guide for global industrial brands

Understanding how communication works in North America is key for industrial brands looking to succeed in this fast-paced, results-driven market. From direct messaging to data-led storytelling, adapting your approach can make the difference between being heard and being overlooked....
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Storytelling in Asia: How cultural values shape industrial brand narratives

Asia’s digital rise demands a new kind of B2B communication. Learn why industrial brands must pivot from technical data to human-centric narratives, leveraging local values to build stronger and more impactful connections....
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Keeping global messages consistent while adapting communication across Southeast Asia

As Southeast Asia’s markets continue to evolve at different speeds, global industrial brands are finding that a single regional message is no longer enough. Effective communication now requires a consistent global narrative combined with storytelling that reflects each market’s unique priorities, stakeholders, and media landscape....
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Why your case study pipeline keeps stalling – and how to fix it

Most industrial marketing teams don’t lack good customer reference projects. Rather, they struggle to capture the opportunities early enough to turn them into credible proof. The issue isn’t effort. It’s alignment, timing, and ownership. Here’s how to build a customer testimonial pipeline that actually holds together....
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