The ACE Public Relations team has announced the ‘Share Authentic B2B Content’ campaign to encourage companies to incorporate authentic B2B content into their marketing communications. This type of content imparts valuable information on a particular subject and is typically written up in the form of customer testimonials and case studies, press releases, and market reports, among others. These tools showcase relatable stories and information that help communities to make informed business decisions.
The ‘Share Authentic B2B Content’ campaign helps to dispel misconceptions about the use of generic and off-brand content, especially for the sake of populating channels such as social media, which can ultimately diminish the perceived value of a company. Authentic content, on the other hand, is rich with current information about a company’s scope and is featured throughout brands’ communication channels such as their websites, email campaigns, and social media, and encourages communities to organically engage with this content.
The campaign for authentic B2B content is jointly led by Monika Dürr, a PR consultant with over 23 years of expertise in global customer and practice-oriented communication. “As someone who has been crafting impactful, worldwide PR strategies for decades, I can attest to the power of authentic content in fostering genuine connections and driving business success. The “Share Authentic B2B Content” campaign aims to empower B2B companies to share their unique stories and insights, ultimately enriching the communities they serve,” says Monika Dürr, who is based near Frankfurt, Germany with a strong global network of PR strategists.
“We are thrilled to be partnering with Monika Dürr on our campaign, especially considering the knowledge and expertise that she brings to the table. We share an appreciation for the impact of authentic content in marketing communications,” comments Heidi Thompson, Managing Director, ACE Public Relations. “With the proliferation of social media, companies can easily distinguish themselves — simply with authenticity. It’s a practical approach to marketing communications that benefits all parties involved.”
How to generate authentic B2B content
A company’s authentic content reflects more than just its corporate scope and products it sells, it also includes real-world applications and customer feedback. A paper manufacturer, for example, will feature customer examples of its products, especially with creative or unique applications. This authentic content is featured throughout the brand’s communication channels such as its websites, email campaigns, and on social media. The champion customers highlighted in these stories then have the opportunity to be featured in the media and have their stories shared across all communication outlets, including the brand’s sales channel for future sales opportunities.
ACE’s ‘Share Authentic B2B Content’ campaign provides tips for B2B companies to tap into their internal resources — from their executive leadership and sales teams to CSRs and technical support staff — for the genesis of authentic content that spurs corporate growth.
The ACE team is kicking off the ‘Share Authentic B2B Content’ program with an email campaign to the media, clients, and interested parties. It will also be shared on social media and presented in a video podcast.
