Marketing

PR & Comms

Technology

How AI Is Reshaping Brand Discovery

The New Era of Brand Discovery Through AI Since the late 90s, Google has been the dominant way people discovered brands online. Ranking on the first page meant visibility, and for more than two decades, businesses have invested heavily in SEO to secure their place at the top. During the early years of the internet, … Continued

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B2B

Our News

PR & Comms

‘GRO’ IS THE WORD – OUR NEW B2B CLIENT

Welcome to our new client, GRO Retail, the UK’s biggest retail property event business. The partnership marks the latest client win for our growing B2B division, which also recently scooped the briefs for business acquisitions firm Hilton Smythe and the launch of Gary Neville’s Business of Football degree at University Academy 92. We’ll be raising … Continued

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How To Guides

Create memorability – and win share of wallet – with humour in your marketing communications. Download our report now

The neuroscience backed approach for brands to win mental availability and share of wallet through marketing with humour

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How To Guides

The Rise Of The Shrewd Shopper

Introducing Smoking Gun’s brand playbook to make it onto the nation’s shopping list.

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Influencer marketing

Social Media

Why Your Business Needs a Social Media Strategy – Part 3: Planning and Scheduling Content

Without structure, even the best content ideas risk getting lost in the noise. It’s important to keep your content organised and intentional. This article is part three of our six-part series, A Complete Guide to Why Your Business Needs a Social Media Strategy. In this instalment, we focus on how careful planning and scheduling can … Continued

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Marketing

Social Media

Why Your Business Needs a Social Media Strategy – Part 2: How to Define a Target Audience

Introduction We believe that the foundation of any social strategy begins with a deep, data-backed understanding of your target audience. It’s not enough to create clever headlines or stunning visuals. If you’re not speaking to the right people through the right channels with the right message, your campaign is unlikely to achieve the impact you … Continued

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Marketing

Social Media

Why Your Business Needs a Social Media Strategy: A Complete Guide

Introduction A strong social media presence doesn’t just happen. It’s built on a clear strategy. Posting regularly might keep your accounts active, but without direction, you will not achieve commercial impact. This article is the first in our six-part series, A Complete Guide to Why Your Business Needs a Social Media Strategy. Throughout the series, … Continued

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Measurement And Evaluation

Why ALL reputable PR agencies refuse to use AVE

Some people in the industry may remember the term AVE. Advertising Value Equivalents (AVEs) used to be promoted as a standard way to measure PR efforts. The idea was simple: if a company achieved media coverage worth a certain number of column inches, the space could be priced as if it had been bought as … Continued

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B2B

Our News

PR

Smoking Gun engineers growth with Harley Haddow client win

In our latest B2B client win, Smoking Gun has been appointed by multi-disciplinary engineering consultancy Harley Haddow to support its profile building across the UK. The appointment for press office, media relations and campaigns follows a competitive pitch process and marks a significant addition to our expanding B2B portfolio. Our storytellers will be working with … Continued

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B2B

Content marketing

B2B Content Strategy: Choosing the Right Content Format

Choosing the Right Content Format for B2B Audiences Content has become the backbone of digital marketing, shaping how B2B companies communicate with their markets and influence decision-makers. Yet, while nearly every organisation invests in content creation, only a fraction can claim to have a successful B2B content strategy that consistently drives revenue, accelerates pipeline, and … Continued

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B2B

Influencer marketing

Uncategorized

B2B Micro-Influencers in 2025: Why Niche Beats Big Names

B2B Micro-Influencers in 2025 The world of B2B influencer marketing has changed quickly. Instead of focusing only on big personalities with huge audiences, more companies are now seeing stronger results from B2B micro-influencers. These are niche industry experts with smaller but more engaged audiences. In 2025, they are often proving to be more valuable than … Continued

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Social Media

How Humour on Social Media Is Shaping the Modern Social Media Engagement Strategy

Humour is reshaping the way brands connect with audiences on social media, offering a powerful boost to engagement, memorability, and brand affinity. This article explores how humorous content outperforms serious posts across B2C and B2B sectors, revealing why a clever joke may be your best strategy yet.

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B2B

Influencer marketing

B2B Influencer Trends 2025: The Future of Influence in Business Marketing

Introduction As the digital landscape continues to evolve, 2025 is shaping up to be a defining year for B2B influencer marketing. Brands are no longer treating influencer campaigns as a peripheral tactic. They’ve become a core part of how businesses communicate expertise, build trust and influence purchasing decisions. The influencer space is maturing rapidly — … Continued

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B2C

Social Media

How to Create a Successful B2C Social Media Campaign in 2025

Introduction Social media is a vital tool for brands wanting to connect with people, build loyalty, and make sales. With billions of users online, reaching new customers and strengthening relationships has never been easier. At Smoking Gun, we understand the power of a strong B2C social media campaign. In this guide, we explain why B2C … Continued

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