Wendy Covey
Over half of B2B industrial buyer specifiers are Millennials, and this group seeks information differently than their older counterparts. Beyond features and benefits, they need third-party validation to support recommendations. How can you serve up this content effectively?
David Caron, CMO at IndustrialSage, is on a mission to build a community of industrial marketers and salespeople who learn from each other's successes and challenges. He and his colleagues are doing this through weekly video and podcast interviews with professionals like us, whose daily focus is communicating to technical buyers.
One of the key content platforms used at IndustrialSage is what David describes as a "pillar video" -- about 20 minutes of interview material, which is then leveraged into 5-7 smaller segment videos and 3-5 quotes for social sharing. They've build processes to crank this material out efficiently. But when they first started, it was not so easy...you'll hear about this, and David's advice for how to get started with video.
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Wendy Covey
Wendy Covey is a CEO, a technical marketing leader, author of Content Marketing, Engineered, one of The Wall Street Journal’s 10 Most Innovative Entrepreneurs in America, and she holds a Texas fishing record. She resides in a small Hill Country town southwest of Austin, Texas, where she enjoys outdoor adventures with her family.
About TREW Marketing
TREW Marketing is a strategy-first content marketing agency serving B2B companies that target highly technical buyers. With deep experience in the design, embedded, measurement and automation, and software industries, TREW Marketing provides branding, marketing strategy, content development, and digital marketing services to help customers efficiently and effectively achieve business goals.