Can B2B PR really be at the cutting edge of creative campaigns? Isn’t that kind of innovation reserved for B2C marketing?
We’re here to tell you that’s simply not the case.
As our Creative Director, Mark Wilson, likes to say:
“Creative is what ties it all together. It breathes life into digital, social, messaging and PR. Without creativity, it’d be as dry as a bone.”
Whether it’s media relations, social media and content or creative – every element plays a significant role in integrated campaigns.
What is ’creative’ in PR?
Creative might seem like a broad term, but it can include:
►Branding
► Digital e.g. display banners, email and infographics
► Social media content
► Live action video
► Print e.g. whitepapers, brochures
► Podcasts
► Web design
► Video – both animated and live action
So how do we use these creative elements to maximise the impact of Performance PR campaigns?
Amplify, engage and maximise
Creative’s role is to make messages go further, resonate with new and existing audiences and to make ‘calls to action’ more impactful.
So how does creative do this?
1. It brings visual appeal
Make no mistake, whether you’re selling to B2C or B2B, first impressions matter and that first impression often comes down to visual appeal.
Colours evoke meaning, shapes engage us and when both are applied consistently, it helps our customers form impressions and ultimately build trust. Branding is a perfect example of this.
Our media-saturated world means we are constantly exposed to visually stimulating content – whether it’s in our hands, on our walls or on the big screen. Therefore, to stand out in PR, we use assets like interactive case studies, infographics and videos to make sure our message cuts through the noise.
2. It supports narratives
Narratives are fundamental components of PR campaigns. They communicate key messages and have the power to shape perceptions.
Good creative brings these narratives to life, communicating them in ways words cannot and captivating the audience. Visual storytelling, design elements and multimedia assets can simplify complex subjects and make narratives more memorable.
Many B2B tech campaigns rely on the same formulaic approaches to storytelling – overused visuals, generic messaging and uninspired executions. These ‘safe’ methods are predictable and make standing out in a crowded market difficult. The audience has seen it all before; the standard infographics, tech-heavy whitepapers or flat corporate videos.
The most successful campaigns are those which break away from the norm and experiment with fresh, unexpected approaches. This might involve tapping into emerging design trends or using unconventional storytelling techniques. An example of this could be transforming a case study into an interactive digital experience or using animated explainer videos to turn written content into a more engaging experience.
3. It can simplify and improve understanding
In a world where attention spans are short, messages must be conveyed efficiently and the right visual design can make all the difference.
We know that people are more likely to recall information presented in visual form. This is where infographics, data visualisations and interactive media come into their own.
When faced with a mass of data or technical content, graphics, charts and diagrams can break down information into digestible, easy-to-understand formats.
Where a product’s impact might take multiple paragraphs of explanation, a well-designed infographic can convey the same thing, helping an audience to grasp key points much more easily.
4. It boosts engagement
It’s no secret that interactive and multimedia content drives more engagement, higher views and keeps your audience from skimming past. It invites users to participate. When people engage, they spend more time with your message and are more likely to share it.
This principle doesn’t just apply to short-form content like social media posts; long-form content benefits too. Webinars and podcasts can explore a topic in-depth, and offer a much more immersive experience. Imagine your brand hosts a live webinar where potential customers can ask questions about their business challenges. You have the opportunity to showcase how your product or service can provide solutions in real time.
Good design can also encourage users to click exactly where you want them to, to follow a specific journey and arrive at the desired outcome – whether that’s filling out a form, signing up for a webinar or downloading a whitepaper. Design which enhances their experience will increase the likelihood of these conversions.
Measuring creative’s effect on Performance PR
The beauty of Performance PR is the ability to measure the impact of every component in an integrated campaign, including creative. Creative content needs to look appealing but it also needs to pull its weight in delivering results.
In Performance PR, we use KPIs to measure three key areas: visibility, engagement and impact. These metrics can help us to understand how well creative assets are performing.
Effective design improves how well audiences remember your message. The better the recall, the more likely they are to talk about your brand. This can lead to higher organic mentions, shares and word-of-mouth visibility to further amplify the campaign’s reach.
We can also gauge how our creative efforts affect audience engagement. We look for higher ‘Click Through Rates’ across email campaigns and paid media while likes, comments and shares on organic social posts denote how well the content has resonated. Did it inspire a response, a conversation or an action?
Finally, we can measure the direct impact of creative and design. We can track how users interact with content – such as what they clicked on, how long they stayed on the page and when they dropped off – to better understand how creative influences their journey through the sales funnel. Conversion rates reveal how designed elements guide users towards actions like signing up for webinars or downloading resources. Metrics like video views and email open rates reveal which content formats deliver the best results.
At Whiteoaks, our creative team has the insights and experience to bring your brand’s message, ethos and purpose to life – reaching your audience and driving lasting, impactful results. We believe creative isn’t just an afterthought or a communication ‘accessory’, it’s an integral part of any campaign which can make all the difference in its success.
Get in touch with us if you think creative is what’s missing in your PR campaigns. Let us see how we can help strengthen your message, connect with your audience and deliver real results.
