Hardware Podcasts

Make Content for Your Audience – Not for Google w/ Grace Wright & Aaron Weekes

The Manufacturing Executive · 24 Aug 2021 · 39m · Episode 63

What this episode covers

Grace Wright and Aaron Weekes, strategists at the industrial marketing agency Gorilla 76, argue that B2B manufacturers must prioritize customer problems over SEO keywords when creating content. They explain that starting with search volume leads to irrelevant traffic and wasted resources, whereas starting with customer interviews ensures content addresses real buyer hesitations and buying triggers. The guests outline a framework for evaluating content strategy based on search intent and trust-building, advising executives to focus on revenue-driving results rather than vanity metrics like keyword rankings.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Gorilla 76, Google, LinkedIn, Facebook, YouTube
Products
Alexa

Related episodes from other shows

Other shows on the same ground, closest first.

  • Manufacturing Happy Hour · 1h 05m

    Marketing That’s Seen, Heard, and Felt | Sales & Marketing Game Changers Mini-Series | Ep. 1 of 4

    Hosted by Ben Baker, a panel of B2B marketing experts including Alison DeFord of Felt Marketing, Ray Ziganto of Lenari International, Mark Mitchell of Wizard Strategy, Mark Roberts of OTB Solutions, and Chris Luecke of Rockwell Automation, discusses the shift from tactical to strategic marketing. The group debunks the myth that B2B marketing differs from B2C, emphasizing that human-to-human connection and storytelling drive decisions. They argue that manufacturers must move beyond trade shows and brochures to embrace digital channels, SEO, and authentic social media engagement to capture the 70% of the buying journey that occurs before sales contact. Key advice includes conducting value proposition audits, humanizing brands through employee stories, and ensuring leadership actively engages with customers to understand their evolving needs.

    Marketing & brandDirect-to-consumer & e-commerce
    8 chapters

  • Manufacturing Happy Hour · 1h 06m

    175: The Evolution of Industrial Marketing, Live from the 2024 Industrial Marketing Summit

    Host Chris Luecke interviews Adam Beck of CADENAS PARTsolutions, Kerry Nedic of Baker Hughes, John Joyce of Brijr.io, Amanda Marx of HARTING Americas, and Melissa Geertz of Grey Solutions at the 2024 Industrial Marketing Summit. The group discusses the evolution of industrial marketing, emphasizing the need for meaningful content that resonates with engineers and the strategic use of AI to scale content creation for small teams. Marx and Geertz highlight the importance of segment-focused positioning, building brand reputation beyond products, and aligning sales and marketing to drive revenue in a digital-first buyer journey.

    Marketing & brandAI & machine learning
    5 chapters

  • Manufacturing Happy Hour · 53m

    256: Timeless Industrial Marketing Strategies and New Ways Manufacturers Can Reach Their Ideal Customer featuring Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76

    Wendy Covey of TREW Marketing and Joe Sullivan of Gorilla 76 discuss the evolution of industrial marketing, emphasizing that while fundamentals like expert knowledge extraction remain vital, the distribution channels have shifted. They highlight the resurgence of public relations as engineers distrust AI-generated content and seek credible third-party sources, and explain how manufacturers must build topical authority across platforms like Reddit and YouTube to appear in generative search results. The guests also address the common executive misconception that marketing should yield immediate ROI, advocating instead for long-term brand building and community-driven strategies like the Industrial Marketing Summit.

    Marketing & brandAI & machine learning
    8 chapters

  • Manufacturing Happy Hour · 35m

    Theater, MMA, and Starting a Manufacturing Web Series with Eddie Saunders Jr. Of Flex Machine Tools

    Eddie Saunders Jr., Creative Director at Flex Machine Tools, explains how his background in theater and MMA influenced the creation of his web series, Flex & Friends, to humanize the manufacturing industry. He details the strategic decision to interview industry leaders rather than focus on self-promotion, aiming to elevate their stories and build brand relevance through authentic connection. Saunders shares actionable advice for manufacturers starting content, emphasizing the importance of defining intent, reverse-engineering successful models, and overcoming insecurity to achieve a return on effort. He highlights that while ROI is hard to quantify, the show generates tangible business opportunities by creating instant relevancy with prospects who recognize the content.

    Marketing & brandStarting a product company
    8 chapters

  • Manufacturing Happy Hour · 54m

    Building an Industrial Marketing Roadmap with Joe Sullivan

    Joe Sullivan, founder of Gorilla76, explains his Industrial Marketing Roadmap for mid-sized B2B manufacturers, emphasizing the shift from viewing marketing as an expense to a sales driver through expert-led content. He details the process of identifying ideal customer profiles and extracting knowledge from internal engineers to create pillar content, citing CK Power’s successful campaign on EPA Final Tier 4 regulations as a key example. Sullivan also advises on budgeting, recommending a blend of internal resources and agency support, and highlights LinkedIn as a critical platform for both organic social sharing and targeted paid media campaigns.

    Marketing & brandDirect-to-consumer & e-commerce
    10 chapters

The summary, chapters and topics are generated from the episode’s audio by this directory, not written by The Manufacturing Executive. The episode itself belongs to its publisher.