In the highly acclaimed book about content marketing titled Content Rules (www.contentrulesbook.com) Handley and Chapman identify HubSpot as the “poster child” of content marketing. If you have spent time browsing the web about industrial marketing or marketing in general you have run across some of HubSpot’s content. The content…whether a white paper, a blog post or video is designed to engage more customers at the top of the sales funnel.
Read further in the book Content Rules and you will find a case study about Indium Corporation, a manufacturer and supplier of specialty alloys and solders in Clinton, NY. Indium is the “Poster Child” for many obscure niches such as “fusible alloy”. A blog about “fusible alloys”? You bet!
Indium’s strategy has been to identify over 70 “hyperspecific” keywords and create content around each keyword including blogs, social networks, etc. Their goal is to become the “Poster Child” for each keyword. (i.e. product niche)
Executives at Indium identify the strategy as… “Content to Contact to Cash”
How many “Poster Childs” are waiting to be published within your product mix & turned to cash?