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feature
hot topic
to construct your brand you need to rise above the ordinary
Steven Hallmark, B2B news editor, Smoking Gun PR explains that bravery and compelling story-telling are the silver bullet to get your business noticed and the only way to hit the target with AI searches...
Some B2B companies have a bravery problem – and it may be bad for business.
B2B marketing can be conservative, risk-averse and sometimes
pretty dull. This cautious approach might feel safe, but it’s becoming increasingly dangerous in a world where AI systems determine what gets discovered online. Today’s successful B2B strategies recognise a fundamental truth:
communication is about telling a story that lands emotionally and builds lasting memories with your audience. This means moving beyond product-centric narratives to explore the broader challenges driving the construction sector – from skills shortage to net zero targets, from material cost volatility to planning delays that plague every project. Whether you’re a modular housing specialist tackling the
aff ordable homes crisis or a timber frame manufacturer promoting sustainable construction methods, your communication should refl ect the specifi c expertise and vision that sets you apart. It should be brave rather than beige, inspiring audiences rather than sending them to sleep with corporate jargon. The stakes have never been higher because AI search models are fundamentally reshaping how business information is discovered online. For construction companies, this represents both threat and opportunity that most are missing entirely. AI systems largely ignore traditional advertising methods such as banner ads, pay-per-click campaigns and sponsored placements. Instead, these models are designed to index and evaluate content that carries informational weight. News stories, in-depth articles and thought leadership pieces are far more likely to be picked up, ranked and surfaced by AI systems than overtly promotional material. This shift underscores the critical importance of earned media
strategies. When a respected trade publication covers your innovative approach to off site construction or your response to Building Safety Act requirements, that coverage carries authority that AI systems recognise and prioritise. Thought leadership articles, white papers and strategic PR coverage are now essential touchpoints in how AI understands and ranks expertise within the construction sector. Businesses that fail to invest in meaningful, high-quality content risk becoming invisible to the AI systems now powering modern search. While
advertising retains value for brand building, it no longer drives discoverability as eff ectively as authoritative editorial content. This is where strategic PR becomes indispensable. PR provides an opportunity to deliver deeper storytelling that resonates with specifi c challenges facing architects, contractors and developers. Rather than simply listing product features, eff ective PR can explain how your solutions address real industry pain points – whether helping contractors meet stringent fi re safety regulations or enabling developers to deliver aff ordable housing at scale. Consider how forward-thinking companies have transformed their market position by positioning leadership as thought leaders on modern construction methods. Rather than generic product promotion, these companies focus on sharing insights about productivity gains and quality improvements, earning coverage in respected trade publications. This approach doesn’t just build brand awareness – it establishes companies as go-to experts when AI systems process queries about their specialisms. The most eff ective approach combines this AI-friendly content
strategy with consistent brand building across industry media. Sustained positive coverage, strategic thought leadership and targeted communications establish brands as sector leaders while building editorial authority that AI systems value. According to the 2024 LinkedIn-Edelman B2B Thought
Leadership Impact Report, 75% of B2B decision-makers say thought leadership content has inspired them to research products they weren’t previously considering. However, only 15% fi nd most thought leadership material to be good or excellent, highlighting the massive opportunity for brands that get it right. The future belongs to construction companies willing to
tackle industry’s biggest challenges head-on through their communications. Whether addressing retrofi t revolution, workforce development or sustainable material sourcing, the most successful communicators put their expertise at the service of industry-wide solutions rather than narrow product promotion. Communication strategies must become more sophisticated, data-driven and human-centric to succeed in this new environment. Success will belong to those who can eff ectively articulate their unique value, demonstrate genuine innovation and connect with stakeholders on a meaningful level while ensuring their expertise is discoverable by AI systems shaping modern search. The future of B2B communication is about being brave and speaking with clarity, precision and genuine insight that resonates with industry professionals while building editorial authority that drives AI-powered discoverability.
JM202
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