As a manufacturing professional, you’re more than familiar with industrial companies large and small. But if you ask someone who isn’t intimately involved in the space which company he or she thinks of in relation to manufacturing, the results will surely be limited. Perhaps a couple of the biggest names — General Electric, John Deere, et cetera — will come to mind. The list, I can almost guarantee, will not go on long after.Read More »
In the industrial space, marketing and sales leaders target three common personas: Engineers, Procurement Managers, and Plant MRO Managers.
Each of these personas has different primary concerns based around their job focus and function within their company. Let’s take a look at these three personas in detail, so you can better understand your audiences and how to reach them.Read More »
When’s the last time you were in a new manufacturing or industry facility? Maybe you toured a colleague's shop during a trade show a few years ago or had to do an audit for a new supplier recently.Read More »
We’ve all experienced it; your fingertips are grazing the keyboard, lightly tapping in rhythmic motion, waiting for your brain to catch up.
Your eyes scan every object on your desk and the surrounding walls, desperately seeking inspiration.
After hours of banging out blog posts and crushing editorial calendar deadlines, you’ve simply run out of things to say.Read More »
In our last post, The Pitfalls of Engagement, we discussed some basic storytelling techniques and what kinds of topics to avoid. Building off of those ideas, we went deeper into the details of who you should be targeting and how to do so — here are the four top tips.Read More »
When crafting a good story, we often start by coming up with a main character. We work on developing someone who is reliable and likeable overall. But as you focus all of your attention on the “who,” are you forgetting about the “why?” When telling an engineering story, this is especially important.Read More »
As a video marketer, my days are typically filled with brainstorming, storyboarding, filming, uploading, editing and exporting — plus everything in between.
For the most part though, I’m sitting behind a computer with a pair of headphones on, so a few weeks ago I jumped at the chance to head to Boston for WistiaFest. It’s a conference put on by the hosting platform Wistia where myself and 300 of my fellow video-loving peers could learn, network and break out in spontaneous dance party. (Plus there was a dog hanging out during all networking events at Wistia HQ, so if we’re being honest, it’s a miracle I interacted with any humans.)Read More »
“I have a page for that but I’m not No. 1 on Google. Why?” “Wait, where do I need links from?” "Social media helps, right?" "I offer that product — why am I not ranking higher?"
These are all very common questions I hear when working with companies on their SEO strategy. And while we've chatted before on this blog about staying ahead of Google's updates and the best practices for industrial SEO, I can't help but want to emphasize the most important piece of your website: content.Read More »
Last year was more about making the most of the marketing tools at hand rather than any revolutionary breakthroughs, and I see more of the same in 2015.
It puts us at an advantage: instead of chasing customers to the next “hot” social network or trying to figure out the best way to use a new platform, we have a better idea of where our audience is, and how we should communicate with them. Here’s where I think the focus will lie for the next twelve months:Read More »