FEAR is the culprit. No doubt.
We recently started a content marketing campaign for a successful industrial manufacturing company. Before we started content marketing we all agreed their brand message needed to be pumped up. This manufacturer is in a competitive and commoditized niche and we all felt that a stronger, more memorable brand theme that could stand out would be a content multiplier.
We worked with a brand specialist and did some heavy duty industrial branding. We developed a brand theme that would be memorable and separate our customer from the “me-too” competitors. I required a brand theme that would not only separate our customer from the competition but also raise the bar internally. I wanted a brand theme that could raise the expectations of the employees and help them understand their company’s uniqueness compared to their competitors.
I believe we succeeded. I would love to share the terrific brand theme we executed, but to protect the innocent it shall remain anonymous.
For our customer, we now had a memorable brand theme that had the potential to extend itself into plant floor, trade show booths, blog posts, videos, e-books, etc. We are ecstatic.
We were just about to deploy new content based on our brilliant new brand theme.
Then we were fired. Continue reading “What is Keeping Industrial Marketers from Embracing Content Marketing?”