Every company is a media company. EC=MC. That includes business-to-business companies in non-sexy categories. Like Indium, a global supplier specializing in solder products and solder paste for electronics assembly.
According to Erika Schnitzer at Digiday, Indium is a big believer in content marketing. In fact, the company has launched a network of 72 blogs that are mapped to keywords. For example, type in “soldering to Nitinol” into Google and a number of top search results bring you to the related Indium blog.
Schnitzer reports that Indium didn’t want its interns or marketing managers to produce the content. Instead, it had its own engineers create the content. “This all boils down to people,” said Rick Short, director of marketing communications at Indium.
Via their agressive content strategy Indium has been able to boost customer contacts by 600 percent.
Short said the key is, Indium knows what it is and who its customers are. Put another way, when you’re comfortable in your own brand’s skin, and you’re busy building relationships with customers and prospects, the idea of conversational marketing isn’t foreign at all.
The brand can still carefully craft it messaging, as in days of old, but today a brand also has to engage in real time marketing on socially driven sites, in the mobile space and at events. Because brand image does not equal brand experience. Brand image is but one component (an important one) in the brand experience mix.
For decades, brand managers and advertising practitioners focused on brand image. The job is considerably more complex today. Which is either terribly frightening or exciting, depending on one’s point of view and ability to roll with the changes.