The power of content

Planting seeds that grow into future sales

Almost always, as I’m interviewing a customer to learn about them, their operations, and the successes they’re achieving with a manufacturer’s product, they volunteer feedback the manufacturer finds incredibly useful.

I was recently sent to cover a story on the first-ever purchase of a newly redesigned piece of equipment. The article was to be a sort of product review from the new owner’s perspective. What made it particularly interesting was that the new owner had no familiarity with the brand before this purchase. I was curious as to what it was that seduced him into changing brands.

He told me it started with an article. He’d been looking to upgrade his previous equipment with his former manufacturer. He had a model picked out but changed his mind when he saw a piece about this new design in a magazine.

I knew exactly the article he was talking about – it was one that we had written. He’d never considered a rig like it before or thought about that manufacturer’s offerings. Yet the story had gotten his attention right away, at exactly the right time. He’d torn out the article and kept it with him.

During the next few months, he followed up on it. He asked around. He got in touch with the manufacturer. He was impressed by their facilities and their customer service. He learned their history and their reputation. He went from “knowing little to nothing of the company,” he said, to confidently purchasing from them.

We almost never get to put a black and white assessment on marketing ROI like this. The content we generate as press releases, case studies, customer spotlights – these are seeds we can easily forget we sowed. Yet, if we hadn’t planted this one, this chain of events would not even have begun.

It underscores a lesson once again. Never underestimate the power of content marketing.

Joe Bradfield is senior writer for Ellenbecker Communications

On the importance of the lowly press release

It’s easy to dismiss a press release as “just” a press release – until you need one. That’s when it dawns on you that just about every piece of marketing material – ad copy, product briefs, brochures and even job stories – will repeat a great deal of your press release’s content and exact phrasings. In effect, you’re not just making a press release; you’re creating the foundation of all things to come.

The piece itself will appear in numerous publications and prominently appear in online searches each time someone looks for information on that product. Of course, we can’t control what a publication’s editor might do with the piece’s title, length or formatting, but most editors are reluctant to change the precisely worded expressions of a product press release. In our experience, most editors will print what was written in the release. That’s why it’s so important to get it right.

The impact of a single press release widens exponentially online, as excerpts from its text are copy-pasted, word-for-word, into subsequent discussions and in comparisons of your product to other market offerings.

Press releases can be much more than just announcements introducing technological innovations and newer, better capabilities. They present valuable opportunities to influence market perception, or head-off unintended misperceptions. Novice writers often either overlook this opportunity or jump on it heavy-handedly, bungling it. An experienced writer, on the other hand, considers the reader’s frame of mind and then deftly handles subtexts in the piece.

Another error is to say too much. A press release should only plant the seed, giving the reader just enough detail to back up abstract claims like, “More powerful! More fuel efficient! Increased productivity!” Is it more powerful? Give its rated torque or horsepower. Then stop. If it’s more fuel efficient, ball-park a figure you can stand by. Then stop. The release should not give a potential customer so much information they feel confident making purchase decisions based on it alone. And a publication wants to keep their product news short and sweet. They don’t want to publish a book about every new product on the market.

For potential customers who might not be in the market now, the release has their attention. They’ve noted the model and the manufacturer. That’s its job, to prompt further investigation. It also serves as another level of branding awareness and to show your client is always developing products, whether someone is in the market to buy it or not.

Informative yet tactful, nuanced and tight –never underestimate the power of a good press release, and never trust just anyone to create it for you.

Joe Bradfield is senior writer for Ellenbecker Communications

Small details make big impressions

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While stopping to fill up on my way home from doing a job story for a client, I got a tip from a trucker for a “greasy spoon.” The little truck-stop diner was tucked out of site behind a one-strip airport, so it was also a popular cross-country waypoint for private pilots chasing “$100-hamburgers.” He’d just eaten there himself. He promised large portions of the best-tasting diner food I’d ever find.

After the waitress took my order, I realized the buzzing noise I heard wasn’t from the flickering lights. A fly was trapped inside my sugar shaker. I set it free to join some others that were buzzing around another table. I wouldn’t need sugar for a burger and some fries, thank goodness, but it had turned my attention to noticing stains on the broken-tile floor and hazy light of a dust-covered window.

The little distractions didn’t stop my mouth from watering when my order finally arrived: beautifully crisped home-cut fries piled high next to a giant burger overfilled with lettuce, cheese, grilled onion and tomato. A bite of each, and I agreed with the trucker. This diner was a hidden treasure – but then a large gray mat of dust flew off a ceiling fan’s blade slapped me on the head, exploding across my plate and table.

A satisfied trucker still recommended the restaurant. So, do these little details really matter to its brand? That depends entirely upon the promise of the brand.

When your brand represents the smartest, most innovative solutions for your customers’ challenges, you can’t afford any distracting mistakes – flies and dust bombs – in your marketing material. And you shouldn’t have to do it yourself. You can keep your focus on what you do best while letting content specialists like Ellcom (or a marketing communications expert on-staff) handle those tasks for you.

We immerse ourselves in the applications of the industry itself, not just the product line you offer. That’s why we so easily collaborate with sales reps, customers, product end-users, environmental scientists and engineers – we learn and speak their language. This kind of industry fluency tends to make us a fussier about details than those who can rely only on their Ethernet connections, repeating text they merely Googled.

The Web is a very handy source of information, but it’s missing the warning math teachers give their students: You must understand the problem, or your calculator will give you the wrong answer.

Take for example just how wrong basic metric conversions can be. These are tiny, tiny little details that, overlooked, betray ignorance of the concept. Specifications often come in metric values only. They can be copy-pasted straight from the monitor into a document. To get U.S. Customary (“standard”) equivalents that are more convenient for American customers, you could use the same Google browser you found them on to get a quick conversion. If you don’t know what you’re doing, you’ll be putting flies in your sugar shaker.

The following online errors were unfortunately approved by someone else’s clients and published without correction. Our industry-fluent Ellcom editors would have cleaned up details like these in an instant.

– A machine part’s 87 mm diameter was converted to 3 3/7” (What ruler reads in 1/7th inches?)
– A 9 mm fitting was changed to 0.354331” (Why?)
– Nominal class sizes were converted to thousandths of a kilogram (1 kg = 0.035 oz.)
o < 0.6 tons (<544.311 kg)

One hard-copy brochure showed inches converted into metric “fractions” – 16” (41/100 m). That’s just funny! – unless, of course, you paid for that brochure.

Each little mistake above shows the writer had no clue what the figures represented. I bet your customers do. Will you lose a rig sale for a nonsense conversion on a sales sheet? Probably not. But don’t they have to wonder, if you permit your dining room to be this messy, what’s your kitchen like?

We offer you far more than just keeping your brand distraction-free. Our knowledge of your industry provides you with professional, full-spectrum content generation. We’ll take care of your social media management, ad copy, press releases and case studies for magazines, brochures and sales sheets, white papers and technical papers – all prepared and edited by our highly trained, professional staff with boots-on-the-ground industry experience.

The result? Content that is to the point. Professional. Distraction free. On-message.

Joe Bradfield is senior writer for Ellenbecker Communications