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B2B Content Template for Blue Chip Brands in MENA
- 1. B2B CONTENT TEMPLATE FOR BLUE CHIP BRANDS IN MENA By: Alexandra Tohme
- 2. WHAT IS THIS AND WHY? For MENA PR managers handling blue chip global clients in the professional services and manufacturing industries (eg IBM, Cisco, Siemens, Kaspersky etc) Outside of product wins and trade events, it can be difficult to maintain “always on” PR content. Good PR allows the audience to somewhat peek behind the curtain, whilst maintaining a carefully crafted but highly relevant message to each subsegment. The following is a demonstration of how to very quickly build a content generation template for your B2B clients, that leaves your team more time to spend on crafting the message.
- 3. FOR THE BRAND LEADERSHIP CREDIBILITY FOR THE CUSTOMER TANGIBLE WE CAN PROVE IT BELIEVABLE WE CAN TRUST IT WHAT’S THE PURPOSE OF PR? Consistent PR must take all sides into account. PR has to serve both the brand and the customer (what does it help each of these audiences to achieve?)
- 4. FOR THE BRAND LEADERSHIP CREDIBILITY FOR THE CUSTOMER TANGIBLE WE CAN PROVE IT BELIEVABLE WE CAN TRUST IT HOW? VISIBLE TO ALL VISIBLE TO OUR BUYING AUDIENCE BRAND EQUITY - EXPERTISE BRAND EQUITY - ETHICS CONTENT PILLARS EVENTS PUBLIC INVESTMENT CLIENT WINS PRODUCT SALES CATEGORY TRENDS IN THE NEWS If we claim something we need to be able to back it up. Further details on how we can do that lead us neatly to our content pillars. These pillars simply tell us what part of the company operation PR managers should draw content from.
- 5. FOR THE BRAND LEADERSHIP CREDIBILITY FOR THE CUSTOMER TANGIBLE WE CAN PROVE IT BELIEVABLE WE CAN TRUST IT HOW? VISIBLE TO ALL VISIBLE TO OUR BUYING AUDIENCE BRAND EQUITY - EXPERTISE BRAND EQUITY - ETHICS CONTENT PILLARS EVENTS PUBLIC INVESTMENT CLIENT WINS PRODUCT SALES CATEGORY TRENDS IN THE NEWS ARTICLE THEMES Roundup of past events Any investment in people (through training and development schemes, including students and professionals) New regional client wins - explained (Focus on 1 geo - multiple products) New product sales (Focus on 1 product - multiple sectors / geo) Talk about regional trends in [categories] Reinforcing positive coverage / mitigating against negative coverage - even addressing events in different territories. Calls for future events Any investment in infrastructure (through building new campus, new offices, new innovation / R&D centers) Talk about digital transformation of [industry or Gov], what you're seeing from an global perspective, and the role your brand plays in getting there faster Further commentary by brand VP that explains impact of news story in commercial terms (to enterprise)