ARTICLES BY JOE COGLIANO

• What To Do When Subject Matter Experts Are Holding Up The Content Process

  8/19/2021

  It’s a common challenge for marketing professionals, especially at water solutions companies. You’ve secured the budget for content marketing and the time has arrived to get your subject matter experts (SMEs) involved.

• Lessons Learned: Storytelling As A Relationship Builder

  8/13/2021

  It’s a common scene for George Hawkins: He arrives as the new leader of a nonprofit to hear it described by staff as a best kept secret. That always baffled the man who founded and currently serves as executive director of Moonshot Missions.

• How The C-Suite Bungles Marketing

  6/28/2021

  Most water industry solutions providers rely on the independent rep model to drive sales. Ideally, these rep firms are focused on responding to RFQs, coordinating product availability, negotiating price, and getting new products into the market. It’s a dynamic that offers the most efficient sales pathway for solutions providers to establish a local connection with the municipal and industrial end-users and consultants they serve.

• Lessons Learned: Tell Me Something I Don’t Know

  5/26/2021

  Content that engages readers by addressing the challenges they face is a great marketing tool for water and wastewater solutions providers. However, too many companies still focus this effort on themselves and their product while most readers have a strong filter for an advertisement that’s dressed up to look like helpful content.

• Lessons Learned: Stop Selling Your Products

  4/27/2021

  Content publishing is a key marketing tool for water and wastewater solutions providers. The best content engages readers by addressing the challenges they face, but too many companies still focus this investment on themselves and their product.

• 7 Tips For A Successful Virtual Event Presentation

  2/18/2021

  With the COVID-19 pandemic raging on, and traditional face-to-face trade shows in jeopardy for the second consecutive year, your company has likely taken the plunge into the world of virtual water events. When done properly, the ROI from engaging a targeted audience at one of these online sessions can be massive.

• Finding The Best Value In Virtual Water Events In 2021

  1/28/2021

  The tradeshow season was just about to go into full swing in the spring of 2020 when the COVID-19 pandemic began to wreak havoc across the United States. By summer, virtually all face-to-face events — a mainstay for water and wastewater solutions providers to connect with industry professionals — had been canceled for the year.