The data centre industry has a communications problem, and no one is saying it how it is. The industry is growing exponentially and is one of the hottest sectors to work in right now, especially with the amount of investment and innovation pouring into it. However, the elephant in the room is that the industry has a communications problem and everyone’s too polite or bound by corporate editorial guidelines to say it how it is.
The industry itself is creatively stiff, stuffing its press releases and “thought-led” editorials with dense technical phrases, little explanation, and a boatload of jargon in the hope of standing out as the “expert” or “leader” in its sector. And yes, I guess it does to a degree, but the question I’d ask them is, “Does your target audience understand all of this information?”
The answer is usually an awkward shuffling of the feet, a clearing of the throat, or a meek “unsure” or “don’t know.” And that’s a huge problem to have. To fully connect with your audience, you must build understanding, trust and safety. If your target market doesn’t understand why you are the one to work with, trust that you can deliver on your promises, then the investment with you doesn’t feel safe, so they’re out.
What I’m here to do
I seek to create creative ripples in the industry here at Freshly Brewed Intelligence and On the Record. I’m here to use intelligence and strategy in my consultancy to build marketing and communication architecture to bring the human back into your business, refresh your brand story and give you the tools to really translate what you do and connect with target markets to build rapport and increase your visibility (and ultimately client base).
On the Record is an online publication dedicated to genuine thought-led articles with unique insights, perspectives and more than a pinch of creativity. The articles published here will start conversations and open the doors to difficult debates and industry home truths as I seek to bridge the gap in communications and help educate the general public to combat the misinformation, sensationalism and inaccurate reporting. I want to bring the human into the data centre and deep tech industries.
If you’re here, welcome. I would love to hear what articles you enjoy the most, so you may as well grab a cuppa and be here for a while.
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