Yes, Content Marketing Can Make Welding Cool! exemplifies how a new generation of websites deliver content that connects with its current and future customers

Miller Electric’s website shows that you can be both fun and informative. It’s customers love what they do–and the site reflects that. This is an excellent example of online content marketing. At it’s best, compelling online content begins an ongoing dialogue with your best buyers from the very first moment they land on site.

The Way They Were–Old-fashioned Websites

In the first generation of the business Internet, all but the very largest and most sophisticated companies put up websites that were glorified brochures. They described the company, talked about their products and product features, and told visitors how to contact with them. It was all about the company—and not about the customer.

The Best of the 2nd Generation–Content Rich

Today we are well into the second generation of business websites where even small companies can offer their current and future customers a rich experience with lots of content that is relevant to their particular interests. In this second generation, content marketing drives the website.

That is, by first understanding exactly who your customers are and what they need to know, marketers can provide them with content that leaves them smarter and more knowledgeable. Content marketing enables organizations of every size to attract and retain more customers.

Making Welding Cool–Now That’s Content Marketing!

Miller Electric of Appleton, Wisconsin does it exactly right. In business since 1929, Miller is a relatively small welding equipment manufacturer. They are well ahead of their peers in their understanding–and application of content marketing. And, yes,…They make welding cool.

Their website, provides customers and prospects with a rich, relevant, and fun experience by providing mini-sites devoted to welding applications and interests such as racing, manufacturing, and construction. They have made themselves the go-to site for welding information. In so doing, they became a company with whom you would love to do business. They also provide lots of ways to reach out to their prospects regularly through eNewsletters and RSS Feeds. In fact, they make their blog a major home page feature.

Cool factor aside, their website is both comprehensive and easy to use. Best of all, once Miller Electric has drawn you in with content, they make it very easy to take the next step and to buy their products. You can find exactly what you want to buy with very little effort. But, I guess that’s pretty cool, too.

The bottom-line:

The internet provides unique ways to connect with your customers. But, your content must be vital to their information needs while simultaneously serving your underlying marketing objectives.

If you deliver great stuff, you’ll get permission to capture critical data (name, company, & email address) and then to connect with your target buyers regularly. Regular interaction with your best clients will enable you to provide the product and service solutions that they really need. By caring first about your buyers’ information needs, you can then count on a growing stream of devoted customers.

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One Comment

  1. Posted May 6, 2008 at 7:46 am | Permalink

    Great post. Inspiring to many marketers who think that you can’t do much to market industrial products. My view is there is always someone who loves your product, whether you sell a drill bit, an industrial pump or new video games.

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