CEMEX has launched Masters del Concreto, a video podcast series where some of the main leaders and experts in construction in Mexico gather, strengthening its visibility among key stakeholders and highlighting topics such as sustainability, innovation and current challenges in the industry. This initiative is part of a Key Opinion Leaders (KOLs) strategy designed to resonate in a market increasingly eager for relevant and accessible content.
Connecting with Audiences Through Authority
Masters del Concreto goes beyond traditional informative content, as it offers an authentic conversation with recognized KOLs in the sector. The episodes include prominent figures such as José Luis Graue, director of Development and Infrastructure at Tecnológico de Monterrey, and Sergio Chufani, founder of Grupo Chufani. Through these encounters, the video podcast addresses critical topics for the future of construction, such as the role of concrete in the circular economy and in sustainable projects.
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Available on platforms such as YouTube and LinkedIn, the series allows audiences to access discussions about technical advances and sustainability, with a visual quality that elevates the perception of CEMEX as a brand committed to innovation. The president of CEMEX México, Ricardo Naya, acts as host, connecting the audience directly with the company's values and vision.
Why Is It an Effective Strategy?
The use of KOLs in CEMEX's communication strategy provides multiple benefits, especially in the context of a video podcast like Masters del Concreto:
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Reinforces Credibility: By integrating recognized voices, CEMEX gains authority in the industry, as the public perceives KOLs as sources of impartial and reliable information. This increases trust in the company's messages.
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Maximizes Reach on Key Platforms: YouTube and LinkedIn are ideal platforms for this content, allowing CEMEX to leverage consolidated audiences on networks where educational and professional content is expected. LinkedIn, in particular, reinforces the connection with strategic stakeholders such as developers and contractors.
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Positions the Brand at the Center of Relevant Topics: Topics such as sustainability and the circular economy are essential for the construction sector. By addressing them in a format that allows for in-depth exploration, CEMEX positions itself as a company aligned with the needs and expectations of the industry.
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Leverages the Growth of Video Podcasting in Mexico: With 45 million people listening to podcasts in Mexico, CEMEX reaches an audience that consumes long-form content and is willing to delve into technical topics. This represents a competitive advantage, as video podcasting is an underexplored format in the construction sector.
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Builds Long-Term Relationships with Stakeholders: The series' continuous presence and the participation of KOLs foster lasting relationships with key audiences, generating brand loyalty and positioning it as a trusted reference.
With Masters del Concreto, CEMEX demonstrates how a KOL strategy not only strengthens brand image, but also establishes meaningful connections with its stakeholders in an attractive and relevant format. The combination of authoritative content, current topics and an innovative format makes this series a powerful tool to lead the conversation in the construction sector in Mexico.
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