Having attended the inaugural launch event of the Sphere Network, a connection hub that supports cybersecurity and data-security marketers in their roles, it was insightful to hear senior marketers from leading organisations discuss some of the key challenges they face daily.
In particular, the issue of content was a hotly debated topic as marketers struggle to get the balance between quantity and quality to show value to the broader business. At the same time, they experience friction from various internal stakeholders who want to tell their department-specific stories. Marketers often feel torn trying to please different stakeholders, but as a priority they need to keep the target audience front and centre if they want to deliver a message that resonates with the audience that matters – their customers.
The value of spokespeople
To achieve this, marketers benefit from working with a selection of key spokespeople to whom they can turn for the latest industry insights and relevant information. These internal champions have a valuable role to play in providing credible and knowledgeable insights that resonate with the audience. This goes a long way to establishing the spokesperson and organisation as an authority on the topic and aids fostering trust as the content covers real issues and trends that their audience is grappling with.
Spokespeople are a valuable tool in a marketer’s arsenal for developing relevant, timely content that resonates. Through the development of regular content, these specialists also become recognisable industry leaders representing their brands and are often called upon to speak to the media as trusted sources on the latest trends unfolding in their industry. These people are also likely to be invited to speak at industry events, further extending the reach of the brand across different touchpoints to engage with the audience.
Not all spokespeople are created equal
Industry-leading spokespeople have an uncanny knack for communicating complex ideas in a captivating way that draws the audience into the discussion and fosters engagement. However, not all spokespeople are created equal and to be a credible, industry-leading spokesperson requires a vast industry knowledge, deep insight into the latest trends, and the ability to offer a unique, sometimes provocative perspective on topics and issues that is both original and thought-provoking.
However, more than having the necessary knowledge, being a company spokesperson requires confidence and the ability to articulate information clearly and concisely. With the right training, it is possible to help these people to effectively identify thought-provoking topics and industry-leading content as well as effectively communicate with a diverse audience to extend the message in a way that it is understood and memorable.
Speak with the communications specialists
With 20 successful years in business, the team at C8 Consulting is perfectly placed to help you address your PR and communications challenges. Whether you’re looking to grow internationally, beach head and rollout across new markets, or seek to champion your next growth stage, C8 Consulting is here to help you. Do get in touch.