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