I was recently called into to consult with a mid-size manufacturer in Indiana. The President was an old high school basketball teammate and he wanted advice on the best way to generate more traffic and leads from their website. He simply felt the opportunity for lead generation had passed his company by when it came to leveraging the power of the web.
He was right.
Their business was doing well and they had some unique differentiating features for their industrial product, so I viewed this as an excellent opportunity. It was easy to see that their products needed a brand theme or story that would resonate differences in the marketplace.
I then met the new marketing manager that was hell-bent on firing up an aggressive content marketing campaign. The President was also hell-bent on using a local web developer to freshen up their website. Just like his impatience on the basketball court, he demanded that a new website be finished in one month.
The marketing manager had read lots of content on the web about content marketing for industrial (…Or, as some call it, inbound marketing for industrial). He devoured much of the content by HubSpot about content marketing. (HubSpot’s founder, Brian Halligan, was the originator of the term “inbound marketing”). The marketing manager actually found my blog because of my HubSpot certification and my blog’s focus on industrial internet marketing,
The marketing manager also attended Content Marketing World this past September in Cleveland. He was fired up and now had a shiny new toy. The problem was, he had no experience deploying a content campaign and had not read the entire instruction manual.
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