How to bring 'boring' industries to life with Ayo Abbas and Michelle Garrett

The Built Environment Marketing Show: marketing strategies and tactics for architects and engineers

This episode is repurposed from my guest appearance on Michelle Garrett's PR Explored show live on LinkedIn. The lively discussion talks about marketing and PR strategies for so-called "boring" industries. We talk about how to find compelling stories in B2B sectors like construction, engineering, and manufacturing, and why these industries offer a sea of potential riches for marketers willing to dig that bit deeper.

We share:

• How to identify stories in technical industries by looking beyond features to find the human impact, problem-solving angles, and business outcomes.
• Ways to extract compelling narratives from engineers using the "so what?" questioning method to uncover the real benefits and outcomes.
• Why we feel B2B marketing is way more rewarding than B2C
• How to manage client expectations in technical PR
• What effective content repurposing looks like in practice

Resources and links

Abbas Marketing

Garrett Public Relations

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About the show

The Built Environment Marketing Show is hosted by marketing consultant and content creator Ayo Abbas from Abbas Marketing. It is a show that is unashamedly about marketing for architects and engineers, as well as bringing forward voices that we don't always get to hear.

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