Gears turn, sparks fly
Messaging and marketing for the industrial sector
In the earliest days of my career, the industrial world was my biggest test. While the work took place years ago, there was no better way to put my knack for writing, research, audience, and strategy on trial than the no-nonsense world of conveyors, machines, sparks, and slurry. While I moved away from the Industrial sector years ago, to this day I can still find my evergreen content winning former clients prominent placement in search.
Why industrial? Well, to apply an over-used phrase - because necessity is the mother of invention. Over a decade ago, despite high-tech equipment and some seriously innovative techniques, digital marketing and SEO were something the average industrial company knew they needed but didn’t have the time or capability for.
Every machinist and fabricator was saying: “We need a writer who can make complex concepts sound simple” without dumbing down our capabilities or expertise. Challenge accepted.
Here’s the thing though. All too often fresh copywriters and marketers (myself, at the time) learn the craft by observing, collecting, and digesting marketing and messaging created for sexy products, from classroom instruction and concept-work to swipe files stitched together with brilliance from big brands in e-commerce, CPG, and retail.
Let me tell you, despite how excited each and every one of these clients was about their biggest, shiniest machine: sexy isn’t quite the word I would use. But for a budding copywriter, marketer, and creative: this was exactly the kind of restriction I needed. Now, I think every copywriter and marketer should cut their teeth on some unsexy products.
Getting dirty in New England’s industrial sector
Technical copywriting
While daunting at first, the methodical process of researching technologies, visiting facilities, and asking clients to “explain it like I’m 5” was a learning process like no other. It also helps out at trivia night every once in a while.
Video scripts
Whether producing a company video or telling a story about a specific project as part of an ongoing SEO initiative, writing for video (and the opportunity to be on-location with some really cool equipment) was always a refreshing exercise.
Copy for PPC/SEM
Working to perfect digital advertising copy & ROI for one of the largest manufacturing conglomerates in the world while managing hundreds of thousands of dollars in spend over the course of a few years was an incredible opportunity to take the reins and drive conversion through copy.
Marketing collateral
Print will always have a place, especially when you’re working with an industry that lives and breaths physical products you can hold. Mixing brand copy with technical copy in tight formats with constant back-and-forth with design was always a fantastic creative exercise.
Conversion optimization
In high-precision environments dominated by engineers, NASA level quality standards, and oodles of government funding, every single visit could be the next million dollar contract. That’s why regular conversion optimization powered by data and sound rationale was absolutely essential.
Blogs, landing pages, and SEO copy
From thought leadership and carefully optimized landing pages to long term SEO strategy with the copy and creative collaboration to match, the opportunity to write and optimize for some of the biggest OEMs in the sector was a unique challenge.