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TECHNOLOGY PR & SOCIAL MEDIA B2B

The crystal ball of prediction content

02nd November 2018 - Rhea Cairns


Neo PR, B2B PR agency, PR tips, B2B Technology P, Content Marketing

It’s coming up to that time of year where everyone is looking ahead and making predictions about what the future might hold. From the future of retail, to what 2019 holds for AI, cybersecurity or healthcare, there are many thought leaders wanting to get heard above the noise and forecast what’s to come.

Forward-looking content is applicable across all industries and sectors. It’s an excellent way to position yourself as a thought leader in the industry and it’s a great tool to drive engagement with customers, prospects and journalists. It also lets you engage with your industry peers as some publications choose to compile different predictions from numerous thought leaders, giving you the opportunity to appear alongside other sector gurus.

But with predictions flying around left, right and centre, and with a small window for when prediction content has the most value in the press, it’s important to get it right. We’ve given you a helping hand with our five top tips.  

1. Stick to the stuff you know

It might sound obvious, but don’t try and predict what’s coming up in an industry you have no idea about. Keep it relevant to your company and your expertise to give it more credibility. That being said, you don’t need to predict things that link directly to the products or services you sell – as long as it’s relevant, industry commentary goes a long way in the press. Think outside the box and get creative with your predictions; if it’s been said before, it’s not worth saying again.

2. Say it better with numbers

Once your crystal ball has told you all you need to know, see if you can find some stats to back up why and how your prediction might just come true. If you can, conduct your own industry research to see if your predictions reflect the current state of the industry; original statistics are an excellent way to inject some originality into your content and make it stand out from the crowd. 

3. Don’t play a game of buzzword bingo

Stay clear of industry jargon. When it comes to writing the content, pack it full of short, punchy statements that really illustrate your point. Yes, you’ll need to use key industry terminology, but just make sure each word or phrase has a reason to be in there and then you can guarantee it’s jargon-free.

4. Two, three or four heads are better than one

If you’re stuck for ideas, or you want to make sure you’re not being too far-fetched, discuss your forecasts with your team. Colleagues from different departments may have a different spin on an idea that’ll take it from zero to hero; having a chat with your product team is a good place to start as these guys have a good understanding of the industry landscape and keep a close eye on competitors too.

5. Let’s get visual

A written piece is always a good place to start, but don’t dismiss turning your predictions into a web- and social-friendly graphic to increase shareability and give it a unique look. Publications and blogs are always on the lookout for imagery to accompany the content they receive, so it’ll put you one step ahead when getting it placed. Lastly, make sure you keep it on brand with your company colours, fonts and imagery so that it’ll look great on your website and social media channels too.

So, what does the future hold for your industry? We predict that our top tips will really help your business – get in touch to find out more. Email prworks@neopr.co.uk or call +44 (0) 1296 733 867.

Sam (the dog!)
Louise Howard
Hattie Thompson

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