Hi, I’m Travis Kennedy. I’m the publisher of Water Online and the founder of the B2BrandWater.com blog.
This blog is designed to help manufacturers and service providers in the water and wastewater industry understand how to influence their customers into buying their product. It’s about a new concept called brand publishing and helping you unleash the power of brand publishing on your sales and marketing efforts.
For most of my career I’ve worked in the advertorial world, helping companies position their written content in front of treatment plant operators, consulting engineers, industrial entities and municipal authorities. What I noticed was a distinct difference in results between those companies recirculating their traditional sales literature and those investing in creating compelling content that helped the reader more than pitched a product.
And so, I started working with some early adopters of content marketing techniques in the water market to generate more valuable reader-centric content. Then I realized that it wasn’t simply better content that was effecting change. The most successful companies I was working with were creating unique circulations for their content and becoming what I like to call brand publishers.
I’ve been sharing my insights with organizations such as the Water & Wastewater Equipment Manufacturers Association (WWEMA) and in the process, learning more and further refining what successful brand publishing looks like. The more I’ve studied what works and what doesn’t, the clearer the concept of brand publishing has become.
I hope this blog gives you the confidence to invigorate your marketing by becoming a brand publisher too.
This video explains the ethos of brand publishing and why it’s so important in today’s marketing world.
Want to connect with me?
To ask me a question over a quick phone call, click here to schedule a time or call me at 215-675-1800 ext. 122.
Hi, I’m Travis Kennedy, Founder of B2Brand Water. If you have been paying attention, you’ve noticed that marketing to the water and wastewater industry has evolved and changed dramatically. The time has come to make our marketing helpful.
New here? Read our recommended blog posts:
A lot of writers and marketing experts are starting to promote the principles of brand publishing. Here are some recent stories I’ve found that relate to brand publishing in the water industry:
Scroll down to the “How To” section of Diana Peterson More’s article on communication and you’ll find an interesting tidbit on an approach to adopt in our marketing efforts. More draws a distinction between applying the golden rule in communicating the way we would want to be communicated with and a “platinum rule” in communicating with others the way they wish to be communicated with. It’s a novel approach to addressing the modern marketing challenge.
For those unaware, a lead magnet is a piece of content (often an infographic or e-Book) that a reader receives in return for sharing their email address and other demographic information. I couldn’t agree more with Andrew Yedlin’s observation that far too often, the nurturing event that we, as readers, expect on the back end of the download proves ineffective. Plotting out the connections between your various content assets can help avoid air in the system.
Forgive the title. This post from David Gutierrez offers some great advice to all marketers regardless of medium being used. In the water and wastewater industry, we don’t see a lot of professional interaction on Instagram but we are witnessing a generational transformation of our industry. The difference between millennials and their parents in their willingness to see targeted advertising as beneficial versus intrusive is interesting. However, both generations are looking for help from advertisers versus overt promotion.