Content creation
Our content creation services range from strategy and planning through to execution and analysis, but always with the principles of great story-telling at the foundation. We create content in all media formats that is geared towards your audience. Our team of skilled writers and talented designers develop high-impact materials suitable for a range of channels and uses.
Story-telling
Story-telling is an aspect of communications that many B2B companies struggle with, but at SE10 we have a proven track record of helping companies tell their stories in an effective way that engages audiences and builds following.
Content marketing strategy
In the age of information overload, a strong content marketing strategy is more important than ever for brands looking to differentiate themselves. We help companies put together programs that cover multiple formats and channels to ensure maximum impact.
Custom publications
Content generation
Find out more on our blog
Why editors are calling out press releases as AI – even when they’re not!
Editors are describing press releases as ‘AI-generated’, even when AI hasn’t been involved in the writing process.
Why trying to remove ego from communications often removes authenticity too
Many organisations are uncomfortable putting individual names against achievements that were delivered collectively. As a result, we often see quotes reattributed to multiple people at once or even entire teams during approval processes.
LinkedIn isn’t cracking down on AI. It’s cracking down on generic content.
As LinkedIn takes action against low-value content, the lesson for industrial marketers is not necessarily to avoid AI tools but to rethink what makes content worth reading.
Why leadership visibility is about accountability, not personal branding
Some industrial organisations hesitate to put senior leaders in the spotlight, worrying it looks self-promotional or builds an individual’s profile instead of the company’s.
Is your communications agency reducing your workload – or adding to it?
Industrial organisations hire communications agencies to bring specialist expertise, fresh perspectives, and additional capacity.
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.
One year into GEO: The biggest surprise is what hasn’t changed
Around a year ago, generative engine optimisation (GEO) emerged as a new digital marketing discipline surrounded by excitement, uncertainty, and no shortage of bold predictions.
What should industrial brands actually measure when it comes to GEO?
As generative engine optimisation (GEO) gains momentum, a growing number of tools promise to measure brand visibility across ChatGPT, Gemini, AI Overviews, and other AI-powered search experiences.
Human-led, AI-assisted: How SE10 uses AI responsibly
Generative AI has changed how a lot of work gets done, ours included. But it has not changed what clients are paying for: clear thinking, accurate writing, and a story worth telling.
Should you create content specifically for AI search?
We recently came across a communications agency website that included an about page written explicitly for AI systems.
When editors say your press release is ‘too promotional’, this is what they actually mean
Few pieces of editor feedback frustrate marketing teams more than hearing a press release described as ‘too promotional’.
Is Friday a bad day to send a press release? What our B2B distribution data tells us
Friday press releases aren’t as risky as many PR professionals believe, but they’re not without challenges.
The irony of GEO: Industrial B2B communication was already doing it
For years, many industrial marketers struggled to apply conventional SEO playbooks to highly specialised sectors.
Why journalists attend press events in 2026 – and what brands must offer
Convincing journalists to spend a full day away from their desks has always been difficult.
How one industrial brand protected commercial trust during a CEO transition
Leadership transitions can create uncertainty for employees, customers, suppliers, and other partners long before any operational change actually takes place.
What AI summaries reveal about the value of media coverage
Media coverage has traditionally been evaluated through metrics such as outlet circulation or impressions as indicators of potential reach.
Why your press release is no longer the finished article
At SE10, we write press releases journalistically so editors can use them quickly and easily if they choose.
Why impressions are falling when media coverage is rising – and what to measure instead
Many communications teams are seeing the same pattern emerge in their reporting: more media coverage, lower impression figures.
Your press release is everywhere – but is anyone reading it?
Newswire distribution can place a story on hundreds of websites within hours. That visibility still has clear uses, from disclosure obligations to discoverability.
Stop competing with your partners: Why a shared story earns more impactful media coverage
When multiple parties all have a great story to tell about the same project, competing for attention with the same media is a losing game.
The most valuable insight in your media coverage report isn’t the numbers
Large volumes of coverage and high impression numbers can mask important strategic signals.
Why good industrial marketing teams still struggle to create joined-up campaigns
Most fragmented communications aren’t caused by poor collaboration. They happen because teams are asked to deliver individual assets before anyone has aligned around the story those assets are supposed to support.
How can PR be data-driven when the data isn’t perfect?
Data is playing an increasingly central role in how PR is planned, evaluated, and justified. But in industrial B2B sectors, that data is often fragmented, indirect, or delayed.
You can’t control what the media publishes. Here’s what you can do instead.
Once an interview is done, editorial control sits with the publication – not the brand. For communications leaders in industrial B2B sectors, that can feel uncomfortable.
Does LinkedIn have any value left?
LinkedIn is becoming harder to love, especially as AI-generated thought leadership floods the feed.
The double shift: Balancing motherhood and work in industrial public relations
Across our global team, we look at how the challenges of parenting and a culture of flexibility drive professional excellence at SE10.
When we say ‘PR’, are we talking about the same thing?
PR is one of those terms that gets used often and is assumed to be understood.
Why your one big PR announcement didn’t make the impact you expected
PR is one of those terms that gets used often and is assumed to be understood. But in practice, it can mean very different things to different people, impacting expectations, budgets, channels, and results.
Does it matter if your PR agency team actually likes each other?
A strong PR strategy is only part of the story. We explore how the way an agency team works together can shape outcomes more than many clients might realise.
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.
Is your PR strategy talking to the market – or just the boardroom?
In the rush to show activity and satisfy internal stakeholders, it’s easy for industrial brands to get stuck on a content treadmill.
Storytelling in Asia: How cultural values shape industrial brand narratives
Learn why industrial brands must pivot from technical data to human-centric narratives, leveraging local values to build stronger and more impactful connections.
Slow approvals are hampering your media coverage – how to speed them up
We examine why speed matters to editors and how industrial brands can streamline governance to secure the coverage they deserve without compromising accuracy.
The case for choosing a smaller agency
It’s about how a smaller company is able to compete against the titans of industry because it’s more nimble, flexible, attentive and passionate
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.
Your first media interview: A practical look at turning nerves into confidence
You’re an expert in your field but not an experienced public speaker – and that’s okay.
Solving the global-local communications challenge
For global industrial organisations, the challenge is not choosing between global consistency and local relevance.
Is mobile-first always the right approach for industrial B2B PR?
While mobile dominates many areas of digital communication, journalist engagement with press releases may follow a different pattern – particularly in technical, trade-focused sectors.
Flexible, focused, and ready: How SE10 scales to meet client needs
When your business priorities change, you need partners who can pivot with you.
Purpose under pressure: Protecting meaning in an always-on world
Where every message is interpreted, shared, and compared at speed, purpose cannot be sustained by campaigns alone.
Purpose from the inside out: Why internal alignment can’t be assumed
When an industrial organisation’s purpose is tested every day by operational pressure and performance metrics, it must be constantly reinterpreted and reinforced to deliver positive business impact.
Communicating purpose internationally: When good intentions meet local meaning
While purpose is a valuable strategic asset for global industrial organisations, it’s also a source of risk that needs to be managed with both discipline and local insight.
Why purpose matters more than ever in 2026
Purpose is a term that has become ubiquitous in the corporate world, but in a time of intense pressure and scrutiny, what does it really mean and just why is it so important for business success?
Why industrial sectors need more women in leadership
On this year’s International Women’s Day, SE10 Account Director Mariana Santos reflects on the strong presence of female professionals in industrial PR — and why male-dominated industrial sectors need more women in executive roles.
Working well with others: SE10’s approach to seamless multi-agency collaboration
At SE10, we know that great outcomes stem from clear roles, mutual respect, and a shared focus on the client’s success. Here’s how we approach working alongside other agencies – and why we believe everyone stands to gain.
Why editorial judgement is so important for jobsite video shoots
For industrial projects on live sites, things rarely unfold as planned, making the ability to adapt even more important – and the best way to do so with confidence on site is to think like a journalist.
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.
Authenticity isn’t about typos: what really signals human expertise in the age of AI
In a digital landscape dominated by AI-generated articles, human-written content still performs better in search results and earns greater trust. As questions surrounding authenticity intensify, industrial brands built on precision must look beyond surface-level cues.
How one year at SE10 has changed our digital marketing manager Bolly
Bolly Methakittiworakun joined SE10 as a digital marketing manager at the beginning of 2025 and it feels as if twelve months have just flown by!
Beyond the buzzword: What thought leadership really means in 2026
In a landscape shaped by algorithms, hot takes, and generative AI, genuine leadership now demands more than opinion alone: it requires evidence, conviction, a willingness to prioritise depth over volume, and the confidence to be visible beyond owned platforms.
How much editing of PR images is acceptable?
Images and video have long been important assets for representing your brand authentically. As graphics software and generative AI tools become increasingly powerful and accessible, it is vital that authenticity is preserved by not crossing the line from editing to misrepresentation.
Why ‘people buy from people’ matters more than ever in the age of AI
At a time when trust in institutions is declining and AI-generated content is flooding the internet, true credibility comes from sharing the authentic experience and insight of named individuals.
How AI is actually changing media relations (and how it isn’t)
Since ChatGPT launched, the conversation around AI has been dominated by in-house efficiency gains but in 2026, we are now seeing a tangible impact on industrial media relations.
AI, trust, and proactive reputation management in the industrial sector
As reputation is increasingly formed within data systems and AI-driven information environments, companies must shift from reactive communications to proactive, intelligence-led reputation management.
Ads are coming to generative AI – but you still can’t buy trust
As advertising enters AI platforms such as ChatGPT, industrial marketers face a familiar question in an unfamiliar interface: does paid visibility undermine earned authority? The short answer is no – but it does sharpen the difference between being seen and being believed.
Where to start with GEO when you can’t do everything at once
The shift to an AI-driven web can feel overwhelming, a cascade of new demands on already stretched resources. But preparing for it is a logical, phased process, not an everything-at-once panic. Here’s a practical roadmap to guide your efforts.
SEO isn’t obsolete. It’s the foundation for generative engine optimisation (GEO).
As AI changes people’s browsing behaviour, many are asking if SEO is now redundant. The answer is no. Instead, SEO has become the foundation that makes a successful GEO strategy possible.
AI can write your press release in under five seconds. Here’s why you shouldn’t ask it to.
AI tools that can write and optimise press releases instantly are a tempting proposition, but when a team at the heart of the AI revolution, such as Google DeepMind, is choosing not to use them, we need to ask why.
Your website is no longer just for humans (and that’s a good thing)
The internet is undergoing its biggest architectural shift since the smartphone. AI now acts as a gatekeeper to your audiences, and for industrial businesses that can earn its trust, there are immense awareness and reputational advantages.
Heading to Vegas in 2026? Why your bauma strategy needs a rewrite
For European construction brands exhibiting at CONEXPO, success requires more than simply shipping the stand from Munich to Las Vegas.
Trust in 2026: The six communication pillars every global industrial brand must tackle
Amid economic, technological, and geopolitical disruption, stakeholder trust is the ultimate currency for global industrial brands — and increasingly difficult to secure and maintain.
The PR resolutions shaping SE10’s direction in 2026
What will effective industrial communication look like in 2026? The SE10 team shares the PR resolutions that will shape our approach to strategy, storytelling, and media visibility in the year ahead.
How our values of reliability and accountability make SE10 a true communications partner
In the last of our values mini-series, our UK Associate Director Hannah Kitchener explains how at SE10, that trust is built on two principles: the reliability that ensures seamless service and the accountability that translates every communication investment into measurable, strategic growth.
Our values in action: What ‘humanity’ means at SE10
In the third part of our values mini-series, our UK associate director Hannah Kitchener explains how SE10 applies empathy and consistency to build lasting trust and uncover the authentic human narratives that deliver brand impact.
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.
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.
SE10 predicts the top B2B PR trends of 2026
B2B PR is a discipline that’s as strategic as it is creative. After a transformative 2025 that saw rapid advances in technology, creativity, and collaboration, SE10 PR is already setting its sights on what’s next.
2025’s top industrial communication challenges and what they mean for your strategy in 2026
The data from our most read blog posts of 2025 confirms the central challenges that have defined the year for industrial B2B marketing and communications leaders.
Trust, travel and tech: SE10’s highlights of 2025
As 2025 comes to a close, SE10 is proud to celebrate the achievements, creativity, and commitment of our global team, in London, Chicago, and Singapore.
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.
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.
How SE10 works with clients: Flexible partnerships, clear expectations
We’re often asked at SE10: how do you work with clients? It’s a simple question – but one that speaks volumes. What people really want to understand is: how will our team fit in, and what will it be like to work together?
Beyond the specs: What construction equipment design communicates
Design has always been a key but underrated factor in how construction equipment is perceived and marketed. As the sector evolves, it will only become more important for establishing a manufacturer’s identity and telling their story.
To translate or not to translate: are local language press releases still necessary?
Over the past 23 years, SE10 has advised B2B industrial clients on how best to manage translations – particularly for international brands with global market presence.
Beyond turnover: Why SE10 staff build careers, not just campaigns
From eight to 15 years and counting – meet the team members who’ve helped shape SE10 over the long haul. Their reflections offer insight into what makes people stay at a PR agency – and what sets us apart.
What happens when AI image generation makes your brand the default?
We asked Google Gemini to generate an image of a construction site and the unbranded excavator it featured looked very much like a Caterpillar. Is this the ultimate branding victory or a dangerous slide into genericism and risk?
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.
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.
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?
Is supplier communication the missing link in your industrial brand strategy?
For our clients at SE10, we typically focus on relations with the media, customers, employees, and dealers but a recent client milestone celebration highlighted how treating suppliers as true partners can be one of the most authentic and resilient brand strategies there is.
What GIS 2025 revealed about building trust in an electric and connected future
For us, as a specialist industrial communications agency, the show was a timely reminder that the real purpose of innovation communication isn’t just to showcase technology, it’s to stand out from competitors and guide customers confidently through change.
Aims, games, and using our brains: How our hobbies are helping us work
At SE10, our team is made up of people who bring creativity, curiosity, and focus to their work, and those same qualities show up in what we do outside of the office.
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.
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.
Top of the Pods! SE10’s favourite podcasts for PR and pleasure
Great ideas in communications rarely come from staring at a blank screen. They come from curiosity, drawing connections between disparate fields, and a constant appetite for new perspectives.
How SE10 is navigating the ‘infinite workday’
Microsoft’s 2025 Work Trend Index highlights a growing issue in modern work culture: the ‘infinite workday’, where meetings, messages, and mounting expectations stretch far beyond traditional hours.
Should PR agencies rebrand as GEO or LLM influence agencies?
Influencing an ‘AI audience’ is a critical new facet of public relations but the future of our profession will be defined not by a replacement but a strategic expansion that continues to champion the enduring value of human connection.
Influencing the knowledge base: Why your next media pitch might be to train AI
Your media pitch has a new audience: artificial intelligence. As AI chatbots use publications’ archives as training data, the goal of media relations is evolving.
The new handshake: Why media relations in 2025 needs a partnership approach
The way we build relationships with trade media is evolving. The traditional separation of earned and paid media is giving way to a more integrated, partnership-first model in response to commercial realities and the rise of AI search.
The new, pragmatic language for B2B sustainability communication in 2025
Returning to Sustainability LIVE in London, change was in the air – and the vocabulary. The era of abstract sustainability goals is over, replaced by a laser focus on tangible action, commercial value, and the specific language of decarbonisation, resilience, and nature.
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.
Quality over quantity: Why ‘less is more’ is key to B2B media relations in 2025
Today’s fragmented, AI-driven media landscape is making it harder than ever to make your voice heard. The real path to influence is no longer about being everywhere, it’s about precision.
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.
The power of perspective: How seeing the whole construction project builds better stories for each phase
Working with specialists from across the construction lifecycle, SE10 gains a privileged view of the shared and different priorities of each project phase, enabling us to understand the bigger picture and tell stories that deliver greater value for our individual clients.
Building your industrial PR measurement dashboard: 7 key areas to track
A long list of clips in trade publications is no longer a credible measure of success. The real work lies in translating activity into a compelling narrative of value for the C-suite.
Small teams delivering big: Why boutique agencies are winning in B2B comms
As clients move away from large, generalist firms to smaller, specialist teams, we share how we’re delivering global impact in industrial B2B PR without a global headcount.
An American perspective on where PR and B2B industries are headed next – part two
In an era of macroeconomic uncertainty, the future of industrial B2B communication won’t be defined by digital trends alone. From the role of dealer networks to the massive infrastructure projects shaping the country, here’s a guide to the real-world trends that matter most.
What a fake model in Vogue can teach a real B2B marketer
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.
How heavy equipment brands can elevate their communication at the 10ᵗʰ GIS Expo
The countdown to the 10ᵗʰ edition of GIS Expo in September offers a timely reminder to brands in the lifting and heavy transport sectors that staying visible means staying ahead of the conversation.
An American perspective on where PR and B2B industries are headed next – part one
From how AI is changing communication to the new challenges of digital forums and social media, here’s a candid look at the immediate shifts and opportunities facing industrial brands.