In the water and wastewater industry, utilities are increasingly wary of companies trying to sell them anything new. This often results in companies not buying valuable new products or services because the perceived risk of making a bad decision outweighs the potential gains of making a good one.
Brand Publishing gives manufacturers and service providers the ability to establish a non-threatening trust bond with their customers, creating a rich relationship to be leveraged when the prospect is ready to buy.
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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:
What stands out to me in this infographic from a recent Zazzle Media survey is that 77% of respondents listed written content as the top focus of their content marketing focus in 2019, far outpacing the 45% who listed SEO or 42% focused on Email Marketing.
Creating valuable content consistently over time is hard work. And with so many emails hitting our inboxes and the difficulties of attaining superior ranking with Google, it can feel like a lot of effort for not much gain.
This is a story about a small, family-run coffee shop fighting off a known, big coffee-brand. But the reason I picked it for water and wastewater marketers to read is the story-telling value of what brand publishing is all about.