Waterscapes
B2B Content Strategy & Trade PR
Selling commercial water features to architects, contractors and developers
Focus:
Content strategy and trade PR for a specialist B2B business whose buyers are architects, landscape architects, main contractors, developers and facilities managers.
The Challenge:
Waterscapes designs, installs and maintains water features and landscape irrigation for some of the best-known developments in the UK, from Battersea Power Station to Sky Garden. Nobody buys a commercial water feature on impulse. The decision passes through an architect or landscape architect who specifies it, a main contractor who procures it, a developer who signs it off and a facilities team who has to look after it for the next twenty years. That can take months, sometimes years, and each of those people needs a different reason to say yes. In September 2025 none of them were hearing from Waterscapes. The LinkedIn page had 98 followers, the trade press wasn't covering the company editorially, and the projects were only telling their story to the people walking past them.
They needed:
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Content written for each of those buyers, in the terms they use: RIBA work stages, specification detail, maintenance regimes. Not garden owners.
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A regular editorial presence in the trade titles those buyers read, so Waterscapes was already familiar by the time a tender list was drawn up.
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Reporting that showed whether the right people were reading, month by month.
The Strategy:
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Mapped the buying group first: who specifies, who procures, who signs off, who maintains, and what each of them needs to see before Waterscapes goes on a shortlist.
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Built five content pillars around those needs (planning and prevention, practical guidance, systems expertise, proof and credibility, project spotlights) and a monthly LinkedIn and Instagram calendar, drafted on a fixed date each month for the MD's approval.
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Set one rule for every post: one lens, water features or irrigation, never both, with imagery to match, so each post reads as specialist advice rather than general marketing.
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Turned each monthly SEO blog into an editorial version for the trade press and pitched it to a short list of editors at the titles specifiers read, logging every submission and placement.
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Added a monthly industry-news lane and a project-spotlight format built on named schemes, named partners and named equipment, because that is what a contractor checks before they call.
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Built a live marketing dashboard covering LinkedIn, Instagram, PR value, website search and competitors, with a written summary and recommendations for the MD every month.
The Results:
(September 2025 to August 2026)
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LinkedIn followers grew from 98 to 498, and the audience is the buying group, not the general public: senior, director, manager and VP titles make up over 60% of followers.
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28 trade press placements across seven titles, including Pro Landscaper, Landscape & Urban Design and Landscaping Matters, from 39 submissions. That is a 72% placement rate and an estimated £26,710 of editorial value.
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LinkedIn engagement rate held at 20% across the first two quarters of 2026, and Q2 impressions and engagements both doubled on Q1.
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Instagram following grew from 251 to 358, with Q2 views up 87% on Q1.
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The company's LinkedIn newsletter, Waterscapes Insights & Advice, reached 234 subscribers.
Client Words
“We're a technical business and we'd always found marketing hard to justify. Nikki changed that by treating our projects as the story. Every post is about a named scheme, a real problem or a system we've actually installed, and the trade press has picked that up. We now get approached by people who've read about us before they've spoken to us.” PJ, Managing Director.
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