In the age of AI, generic content has never been easier to create. However, content creation without a strategy will not help B2B companies succeed in the generative AI age. Content strategy involves defining exactly the audiences to be targeted with content, what themes and content pillars will be relied upon to create interest and engagement, and what content formats will be produced (blogs, customer Q&As, videos).
As an agency with a background rooted in journalism, we assist different B2B companies in defining their content strategy to amplify and grow their brand awareness.
A content strategy, to be effective, must be anchored to real business goals. The strategic approach needs to map directly back to audience personas, or ideal customer profiles (ICPs), as well as define specific content pillars that speak to and reach such audiences. Otherwise, all the actions undertaken will be untargeted and unlikely to best support a business when it comes to content.
We’re a team of senior-only PR professionals, with backgrounds in journalism, who understand how to build a content engine from scratch that aligns tightly with your objectives.
The most ineffectual strategies end up with content siloed away, which threatens messaging consistency across a brand’s touchpoints. In fact, conflicting messages being presented to a buying audience, especially in the age of LLMs parsing information, can throttle a potential sales process before it has even begun.
Our experienced team, in which no one has under five years of industry expertise, means we provide a comprehensive system that makes sure content is consistent across all brand touchpoints, be it an owned channel like a website, or an earned channel, like a thought leadership placement in a media outlet.
A content strategy is never static. It must change and adapt to audience engagement levels as well as the evolution of a company itself. What once worked might not work today, while a company may also seek to venture into a new industry or vertical.
Due to this, we build long-term processes to continuously assess and refine content strategy to reflect current-day objectives and audiences. This results in creating trusted, multiyear client relationships that provide a clear and flexible strategic direction for content aligned firmly to commercial goals.
Our team delivers impactful PR programs across a host of channels and has the skills to assist with any communications challenge.
Explore our PR case studies to find out how we've delivered results and business impact for our clients.
“The team at Wise Up didn’t just get us media coverage, they got us the right press in top-tier outlets that Modern Hydrogen needed. They delivered a clear strategy, excellent execution and real outcomes.”
“We’ve found a long-term trusted partner in Wise Up PR. The agency is highly skilled in corporate communication for defense brands and has delivered great results for Echodyne.”
“The team at Wise Up PR has helped us at a key time for TransactPay. It has provided everything we could need - high-quality content, skilled media relations strategy and execution and also assistance with our social media. They've been the perfect partner to TransactPay and helped boost our brand recognition amongst our key audiences. I can't recommend Wise Up PR enough.”
“Wise Up PR has clearly demonstrated the value that strategic media relations deliver beyond just one announcement. What has stood out from day one was that the team really understands deep tech, can create a clear PR strategy and, ultimately, get results from its targeted media outreach. By working together, earned media is now an integral part of how Emesent builds awareness, as well as communicates our most important milestones.”
“My past experiences with PR agencies haven’t always been positive, but Wise Up PR completely changed that. They’re incredibly knowledgeable about the defense industry and move quickly to the pace we need. For AimLock, the team drove high-impact media coverage, as well as running an incredibly effective organic LinkedIn strategy that generated interest and engagement from hard-to-reach defense sector buyers and partners. This work has forged authentic connections for AimLock across channels and with our key audiences.”
“The Wise Up PR team has been a great partner for us across high-quality content creation and media relations support. Their expertise in supporting emerging technology companies aligns perfectly with our goal of shining a light on the Pacific Northwest's technology ecosystem on the world stage.”
“Wise Up PR has been a great partner to LevelTen Energy for our Pan-European press office. We really value the team’s in-depth media relations expertise, responsiveness working across time zones and ability to deliver excellent results.”
“Wise Up PR clearly understood our brief and brand from day one and crafted editorial-led, engaging content, instead of forgettable promotional material. The quality of the content from their team of former journalists has delivered genuine, tangible value for Runa, opening doors with prospects in new and exciting industries for us.”
“Wise Up PR has really delivered for IronVest. It nailed our brief by building a highly successful strategy that took our brand into some of the biggest media outlets in the world. The team is also filled with PR experts and offers its clients an excellent level of care and support.”
“We really view Wise Up PR’s team as an extension of our own. From the beginning, their team has provided a great mix of strategic PR counsel, supported by the delivery of consistently high visibility media coverage around all the great research Attest is producing. The quality of the media relations results speaks volumes of their work.”
“The team understands how to navigate media on a global scale, and they secured top-tier media coverage that propelled our South Korean-based brand onto the world stage. This coverage drove significant inbound sales inquiries, while their expertise with running awards programs helped us gain industry recognition that set us apart from competitors. Working together proved the real business impact PR can have.”
“Orbbec’s brand awareness in the US and Europe has been transformed thanks to working with Wise Up PR. They provided exceptional media and influencer relations results during a crucial time for us, including a collaboration with Microsoft and a product launch at CES. They are a team of sensor and deep tech experts who can be trusted to not only get your brand and industry but also get the job done.”
“Wise Up PR worked as a true extension of our marketing team. They're sharp, organised and easy to work with and helped to deliver important company announcements and secure great podcast interviews for Triple-A. What I valued most was their understanding of the digital assets space and how quickly it evolves. When our priorities shifted, they adapted just as quickly, without missing a beat and continued to bring fresh media opportunities to the table.”
“What was clear from the get-go working with Wise Up PR was that they are true experts in media relations. The team can do everything a listed company needs from PR strategy, storytelling and content creation, to tactical media relations execution. The results from working together? Top-tier, global media coverage secured on an ongoing basis. The team is nothing short of outstanding.”
“We wanted a PR agency that could elevate BVNK into the biggest media publications in the world, a key aim at a time of accelerated growth for our company. Wise Up PR delivered what we needed and also provided ongoing and outstanding expert media relations counsel and strategy that helped achieve our PR campaign goal.”
Content strategy is a plan designed to produce and distribute content aligned with your business goals, which can be anything from informing audiences or showcasing expertise via thought leadership. Content strategy involves finding a ‘voice’ for the organization, pinpointing a target audience, and distributing content in the form of social media, blogs, videos and other formats. We are a senior-only team of former journalists and have the editorial skills needed to craft a content strategy that really delivers for your business.
Content strategy can absolutely support commercial and business goals, doing everything from driving sales to finding new customers and even attracting investment. The best content strategies are always aligned closely with commercial and business goals and designed from the outset to deliver measurable results for the organization. In fact, if your content strategy is not linked to your business goals, it’s questionable whether it will deliver any tangible results.
Companies should think about creating a strategy for content from their very earliest days. Even right at the start of a business journey, content strategy can help organizations to establish a definable difference between their company and its competitors. Almost every business does this across both earned and owned channels: the key issue to resolve is resourcing and ownership, and managing content consistently. This is why a PR agency such as Wise Up PR can help organizations avoid pitfalls such as investing time and effort into a strategy, but executing poorly or not executing at all.
Content strategy, when done well, can change a brand’s entire position within an industry. Brand positioning needs to feed into content strategy, and vice versa, to ensure that the company’s messaging is smooth, joined-up and not siloed. In fact, having a clear content strategy can help inform brand positioning by identifying new opportunities or even threats from competitors. Brand positioning is the fuel; content strategy is the engine: neither can work without the other.
Content strategy should be both long-term and short-term, and in fact, business leaders should establish both short-term and long-term goals from the very start. Leadership should create a roadmap that looks at it from a monthly and yearly perspective, defining foundational messages and mapping them back to key audiences. Leads should conduct regular assessments to see how it is performing, and adapt if necessary.
Using an agency for a content strategy is a great choice if you have no internal content support available. The longer the investment in content strategy is delayed or put off, the harder it becomes to compete within your industry. Content strategy is now widely accepted as a key business function to drive growth, especially with AI-driven changes in the way people search, with a solid content strategy helping to drive appearances in AI search. We are a team of senior-only ex-journalists who can advise you on a content strategy to help your organization to stand out.
