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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.

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....
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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?...
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More than a milestone: How industrial brands can make anniversaries matter

Anniversaries offer more than a reason to celebrate. For industrial brands, they’re a strategic opportunity to strengthen relationships, reinforce purpose, and create content with lasting impact....
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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...
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From blank walls to brand pride: Turning physical space into a B2B communications asset

From blank walls to brand pride: Turning physical space into a B2B communications asset

Inspired by a client’s use of beautiful construction project photography, we reflect on how to turn blank walls – in offices, training centres or factory corridors – into a strategic tool for building internal pride and external trust....
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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....
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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...
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Lessons from the nuclear sector in changing public perception

At the inaugural Nuclear Power Expo in Piacenza, SE10’s team discovered a sector reshaping its narrative and winning hearts and minds. From student engagement to strategic outreach, the nuclear industry is showing how bold, purposeful communication can change perceptions – and offers powerful lessons for any industrial brand...
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How listicles drive results for industrial B2B content marketing

In a world of shrinking attention spans, listicles can cut through the noise in industrial B2B sectors. We explore how strategically crafted listicles can simplify complex information, boost engagement, and drive leads for construction, energy, and manufacturing companies....
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How to communicate sustainability in the packaging industry

Sustainability is top of the agenda for manufacturers in the packaging industry worldwide. Aware of their role in global pollution, these companies have increased the use of circular packaging, funded programs to help producers adopt climate-friendly practices, and developed innovative solutions to reduce greenhouse gas emissions throughout the...
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How to create a compelling company magazine

Despite the prognostications of decades past, print magazines are alive and well — and making a comeback. Several well-known consumer magazine brands have returned to print this year, offering readers the chance to unplug, immerse themselves in rich, in-depth storytelling, and enjoy the tactile luxury of a screen-free...
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The SE10 PR Experience #2: Cross-cultural communication

In this episode of The SE10 PR Experience, we delve into the multifaceted world of international public relations with insights from SE10’s diverse team – Damian Joseph, Ricardo Rosa and Mariana Santos. Starting with a discussion on cultural awareness, this podcast episode explores the challenges and nuances of...
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