Wendy Covey
Narrow your focus to grow your business. It is easy to say but not always easy to do. Learn how one marketer uses a niche-focused strategy within the metalworking industry to provide tailored content and grow business.
Nick Goellner, AME Sales and Marketing Director and Making Chips Partner and Host, grew up around metalworking. His grandfather founded and family runs Advanced Machine and Engineering (AME). As Nick took on marketing for the business, he began researching how to pivot to a content marketing model. He saw that by providing value through content, treated as a product, AME could build trust and generate leads. It also elevated himself professionally as he moved the marketing function away from a reactive support role for sales and towards a strategic partner and generator of qualified leads.
In searching for a podcast focused in AME's industry, Nick came across Making Chips. (If you were not aware, "chips" in metalworking refer to the metal shaving castoffs in the metalworking process). This video podcast also focuses on metalworking, but unlike AME's content targeted at technical buyers, Making Chips creates leadership content. Long story short, synergies were found and ultimately Nick joined Making Chips as both a Partner and Host
Resources
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.