For three decades, Jeff Elliott has been a thought leader in the industrial sector, partnering with small companies and multinational corporations alike with his company PowerPR. Below, Elliott lays out the challenges facing companies who need to reach educated and discerning audiences for their often highly specialized products and services and offers insights on establishing a trusted connection through media.
MPT: What are some of the obstacles to building trust within the industrial sector?
Jeff Elliott: In today’s competitive industrial market, gaining credibility and trust can be challenging. Independent media coverage has proven to be one of the most effective ways to establish authority and demonstrate reliability. By focusing on newsworthiness and merit, companies can ensure their stories are featured in reputable publications, significantly enhancing their market presence and influencing customer decisions.
MPT: What’s an example of this in practice?
Jeff Elliott: For EonCoat, a company producing innovative protective coatings, this approach has been transformative. Over the past fifteen years, their technological advances and dedication to solving industry challenges have resulted in more than 200 articles published in respected trade publications. Each well-crafted article not only highlighted their expertise but also differentiated their technology by focusing on real-world applications and customer success stories.
MPT: What are some of the key advantages to this approach?
Jeff Elliott: There are several. First, articles in trusted publications are perceived as unbiased and authoritative. Repeated exposure in respected media builds recognition and trust, helping potential customers feel more confident in their decisions. Also, telling a customer’s story within an article creates a doubling effect of trust and credibility, as it showcases real-world results and customer satisfaction. Finally, for complex technologies specific to industrial markets, these articles provide a platform to clearly and effectively tell your story, often with a depth not possible in other formats.
MPT: Do you see this approach as one piece of a broader effort?
Jeff Elliott: Independent media coverage also complements other promotional efforts. Data shows that well-placed articles can build trust and authority, which in turn makes advertisements more compelling. When used together, articles and advertising create a synergistic effect—articles provide the credibility and authority that make audiences more receptive to ads, while ads broaden the reach of the articles by driving traffic to the content. Reposting articles, sharing key excerpts, and integrating mentions in advertising campaigns can significantly extend the value of both, ensuring a cohesive and effective promotional strategy.
Published trade articles remain available and relevant for extended periods, serving as enduring endorsements. Prospects often encounter these articles during independent research, making the discovery feel organic rather than promotional. For industrial firms, this approach is particularly valuable, as it establishes authority, builds trust, and showcases expertise in solving real-world challenges.
MPT: What advice would you have for other industrial companies looking to build trust with their potential customers?
Jeff Elliott: EonCoat’s success story highlights how strategic media outreach can drive meaningful results. For companies aiming to strengthen their industry position, independent media coverage offers a powerful means to demonstrate value, establish trust, and ultimately, foster growth.
Moreover, this enhanced visibility and credibility can also contribute to increasing the overall value of your business, making it more appealing for various opportunities such as attracting new partnerships, securing investor interest, entering new markets, improving employee recruitment, retaining top talent, and, when the time comes, achieving a higher valuation in a potential sale.