Crafting Award-Winning Marketing for B2B Social Media

Insights from Lloyd’s Register’s Mark Warner

On the latest episode of Social Media for Business, Innov8 Social’s very own Rebecca Bridgen sat down with Mark Warner, Content and Communications Director at Lloyd’s Register, to unpack the art of building a successful B2B content strategy. With decades in maritime and a strong background in content creation, Mark shared his insights on everything from creating engaging content to measuring success. Here’s a recap of their conversation.

From Navy Aspirations to Maritime Marketing

Mark’s journey into marketing wasn’t the usual route. Originally setting out for a career in the Royal Navy, he pivoted towards content creation in the maritime industry, and the rest is history. “I trained as a journalist,” he shared with Rebecca, “and I fell in love with structuring content that makes an impact.” That journalistic grounding, Mark explained, taught him to craft content that doesn’t just inform but resonates with his audience—a skill that has proven invaluable throughout his career.

Why the Customer Comes First

One of Mark’s key principles? Start with the customer’s needs. “What’s keeping them awake at night?” he asked during the conversation. In Mark’s view, understanding clients’ real-world pain points—whether it’s decarbonisation, regulatory compliance, or alternative fuels—is the foundation of effective content.

Rebecca was quick to agree, adding that breaking down barriers between sales and marketing can help create a customer-focused approach. Mark emphasised that staying close to clients’ challenges makes it easier to craft content that feels relevant and useful, rather than just “more information.”

Building a Content Brand, Not Just Content

Mark and Rebecca also explored the idea of building “content brands”—distinct identities for content themes that audiences can immediately recognise. For instance, Lloyd’s Register’s Fuel for Thought series has become a trusted brand in itself. “People see Fuel for Thought and know what it’s about,” Mark explained. His team reinforces these brands across social media, events, and publications, giving audiences consistent touchpoints.

As Rebecca highlighted, this consistency means that audiences don’t just see another article; they recognise it as a trusted resource from Lloyd’s Register. It’s an approach that helps content stick, making it far more impactful over time.

The Reality of Marketing in an SME

With experience in startups like ShipServ, Mark understands the unique challenges SME marketers face. “In an SME, a marketer is expected to do everything,” he told Rebecca with a laugh. From product marketing to event planning, SME marketers wear many hats and deciding where to focus energy is crucial. His advice? Prioritise content that can be repurposed across different channels to maximise reach.

Rebecca and Mark agreed that in smaller companies, metrics are everything. “It’s not about fireworks content,” Mark said. “It’s about content you can reuse and keep pushing out.” For him, good content isn’t just a one-off—it’s something you can leverage over time.

Measuring Success Beyond Clicks and Views

When it comes to measuring content success, Mark focuses on engagement that leads to real business outcomes. As he explained to Rebecca, while clicks and views are great indicators, what truly matters is deeper engagement from key accounts. It’s about creating content that doesn’t just “flare up and fade”—it builds a lasting connection with the audience.

“When clients engage with certain types of content, we see a difference in their buying behaviour,” he shared. Mark’s philosophy is that good content is a long game, and measuring engagement over time gives him valuable insights into what’s working.

Standing Out in a Conservative Industry

The maritime industry may be traditionally conservative, but that doesn’t mean creativity is off the table. Video content, Mark shared, has been a game-changer for Lloyd’s Register, especially with short, focused segments where specialists break down complex topics. “People want to hear from real people, not just see another stock image,” he explained.

Rebecca pointed out that this human touch resonates across audiences, and Mark agreed, adding that interactivity—like microsites and infographics—drives higher engagement. “It costs more, but it makes a lasting impression,” he told her, stressing the value of engaging, innovative formats.

Adapting When Content Falls Short

Even experienced marketers like Mark face content that doesn’t quite land. His advice to Rebecca? Don’t be afraid to pivot. “We go back to clients and ask what they’d like to see,” he explained. The digital maturity index, for example, started as a straightforward concept but evolved significantly based on client feedback.

Rebecca also shared her own experiences with adapting content, highlighting the importance of flexibility. Tailoring content to diverse preferences, Mark said, isn’t just about ticking a box; it’s about ensuring maximum impact.

Tips for Entering Content Strategy Awards

Rebecca was keen to tap into Mark’s experience with award-winning content, asking for advice for companies wanting to showcase their strategies. Mark’s top tip? Nail the award criteria. “You’ve got to hit the criteria spot on,” he told Rebecca, adding that awards often look for proof points, ROI, and sometimes even social purpose.

Mark emphasised that an award-worthy strategy addresses pain points creatively and measurably, showing clear business impact. It’s not just about saying, “we ran a great campaign”—you need evidence that it worked and made a difference.

Final Thoughts: Insights for Aspiring B2B Marketers

In wrapping up their conversation, Mark’s advice for B2B marketers was straightforward yet powerful. Good content starts with understanding your customer, relies on creative formats, and succeeds through consistent measurement and adjustment. Rebecca and Mark agreed that this approach—building on customer needs, creating recognisable brands, and continuously measuring success—is the foundation of impactful B2B marketing.

For those interested in exploring the nuances of maritime marketing, Mark is active on LinkedIn and is a founding member of Marketing in Maritime—a community dedicated to best practices for maritime marketers. His work is a fantastic example of how to blend strategy, creativity, and deep industry understanding.

This episode was packed with practical insights, and we hope Mark’s approach inspires others navigating the B2B marketing landscape.

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