#NewPodcast: The Manufacturing Executive

WEBVTT 1 00:00:05.040 --> 00:00:08.949 Hello and welcome back to the new podcast series. This is Kelsey, course 2 00:00:09.029 --> 00:00:12.710 with sweet fish media, and I'm super excited to introduce to you a new 3 00:00:12.750 --> 00:00:18.230 podcast by our friends over at guerrilla seventy six. It's called the manufacturing executive. 4 00:00:18.269 --> 00:00:24.219 Each episode will explore the strategies and experiences that are driving midsize manufacturers forward. 5 00:00:24.539 --> 00:00:29.699 You'll hear great conversations with passionate manufacturing leaders who have compelling stories to share 6 00:00:29.699 --> 00:00:34.780 about their successes and their struggles. The host of this podcast is Joe Sullivan, 7 00:00:34.820 --> 00:00:38.250 a cofounder of Gorilla Seventy six, and we get to tune into one 8 00:00:38.289 --> 00:00:41.929 of the very first episodes. If you think you'll find the show valuable after 9 00:00:41.969 --> 00:00:46.530 you check out this quick snippet, just search the manufacturing executive in Apple podcast 10 00:00:46.770 --> 00:00:50.200 or your favorite podcast player. Make sure you subscribe and, if you really 11 00:00:50.280 --> 00:00:52.600 like it, don't forget to leave a review. It's a great way to 12 00:00:52.640 --> 00:00:56.520 help people find new podcast content. Okay, let's jump into the SNIPPET. 13 00:00:57.920 --> 00:01:03.240 I'm excited about this conversation because I know you and I obviously we think when 14 00:01:03.240 --> 00:01:06.510 we started our first conversations. It's because we shared a lot of similar perspectives 15 00:01:06.510 --> 00:01:10.230 on things industrial marketing related. But what's interesting is we're coming at it from 16 00:01:10.549 --> 00:01:14.629 two different angles. You came up in manufacturing, in a manufactured family. 17 00:01:15.030 --> 00:01:19.420 I came up in through marketing and design really was where I started, and 18 00:01:19.859 --> 00:01:23.340 and then we've sort of found our way from different angles to this middle ground, 19 00:01:23.340 --> 00:01:30.140 which is the industrial marketing world, or sales and marketing for manufacturing organizations. 20 00:01:30.180 --> 00:01:32.579 And so so I thought, you know, this would be a really 21 00:01:32.659 --> 00:01:38.450 interesting conversation and I wanted to start out by talking specifically about content marketing. 22 00:01:38.489 --> 00:01:42.890 I know it's a passion of yours. It's a passion of mine absolutely, 23 00:01:42.129 --> 00:01:47.129 and so I think what what I see, and I'm guessing you agree, 24 00:01:47.200 --> 00:01:51.359 but one to hear your perspectives that in general, the industrial sector is lagging 25 00:01:51.400 --> 00:01:56.359 behind dramatically on this front. And one of the things that really stood out 26 00:01:56.439 --> 00:01:57.599 from our first conversation, to hear's back, was that, you know, 27 00:01:57.640 --> 00:02:00.239 I felt like you were kind of all over and that was rare for me 28 00:02:00.359 --> 00:02:05.109 to see. Where you get it where? For most manufacturers, content is 29 00:02:05.390 --> 00:02:07.310 about, you know, talking about how great we are and all the things 30 00:02:07.349 --> 00:02:13.189 we do in our capabilities and why our competition is garbage and our customer service 31 00:02:13.349 --> 00:02:15.509 is better than everybody and it's all about you. Know Me, me, 32 00:02:15.669 --> 00:02:19.340 me, and what I saw from you was that you your perspective on it 33 00:02:19.620 --> 00:02:24.860 was we need to build and cultivate an audience by helping solve problems, answer 34 00:02:24.939 --> 00:02:30.009 questions guide them through the buying process. So I'd love to hear your you 35 00:02:30.409 --> 00:02:32.729 talk about this. What you know? What's your perspective on what content marketing 36 00:02:32.810 --> 00:02:36.650 is and, specifically, the role you think it needs to play inside of 37 00:02:36.689 --> 00:02:40.289 a manufacturing organization? Yeah, so I think one way to help understand what 38 00:02:40.490 --> 00:02:44.599 content marketing is, at least at least to me, and you know we 39 00:02:44.719 --> 00:02:46.840 read a lot of the same people, so that they describe it this way 40 00:02:46.840 --> 00:02:51.960 as well. But when the content is your product, then you're likely doing 41 00:02:52.080 --> 00:02:55.000 content marketing. So instead of describing the value of another product, like we 42 00:02:55.199 --> 00:03:00.389 make the best widget and like all the things you just said were the contents 43 00:03:00.469 --> 00:03:04.550 describing the value of something else, when the content is the value and when 44 00:03:04.590 --> 00:03:08.750 your content is the product and that product adds value to your target audience, 45 00:03:09.310 --> 00:03:14.580 then you're probably doing content mark and I think that's an important distinction, because 46 00:03:14.580 --> 00:03:16.699 that's one of the reasons why I did what I did with forming the strength 47 00:03:16.699 --> 00:03:20.740 venture with the making chips guys. You know, both of my partners have 48 00:03:20.979 --> 00:03:24.580 businesses where they're, you know, in the manufacturing industry and owners and operators 49 00:03:24.620 --> 00:03:30.409 of manufacturing businesses. But the making ships podcast wasn't about car machine and tool 50 00:03:30.610 --> 00:03:35.370 or about Zenger's industrial supply company. It was about the manufacturing leader, the 51 00:03:35.849 --> 00:03:38.330 audience that they wanted to get to know. So they actually took the time 52 00:03:38.530 --> 00:03:42.400 to understand that audience. What's keeping them up at night? What are the 53 00:03:42.479 --> 00:03:45.639 topics that they want to talk about? How can we all build this community 54 00:03:45.680 --> 00:03:46.919 and grow together? And, of course, you know, when it was 55 00:03:47.000 --> 00:03:51.680 natural and conversation, they mentioned their businesses and what they did. But the 56 00:03:51.840 --> 00:03:57.310 product was the making chips podcast and admission to equip and inspire other manufacturing leaders. 57 00:03:57.430 --> 00:04:00.229 No one would have listened to it if they just talked about how great 58 00:04:00.229 --> 00:04:02.710 their machine shop was or how they supply the best tools at the best customer 59 00:04:02.830 --> 00:04:06.550 service at a great price. It was about creating a community and to me 60 00:04:06.710 --> 00:04:13.620 that's when the content becomes the product and you're doing content marketing. Joe Is 61 00:04:13.699 --> 00:04:16.740 going to be a phenomenal podcast host. As you continue listening, you'll also 62 00:04:16.779 --> 00:04:21.100 hear interviews with be tob sales and marketing experts about what's working on the business 63 00:04:21.100 --> 00:04:27.009 development front and how to make these ideas actionable. Again, just search the 64 00:04:27.170 --> 00:04:31.610 manufacturing executive and apple podcast or wherever you do you're listening, subscribe, leaver 65 00:04:31.689 --> 00:04:33.810 review if you like it, and don't forget to tell a for any if 66 00:04:33.850 --> 00:04:40.120 you think they'd enjoy it. Until next time. For the longest time I 67 00:04:40.360 --> 00:04:44.399 was asking people to leave a review of BB growth in apple podcasts, but 68 00:04:44.600 --> 00:04:48.560 I realize that was kind of stupid because leaving a review is way harder than 69 00:04:48.680 --> 00:04:53.589 just leaving a simple rating. So I'm changing my tune a bit. Instead 70 00:04:53.629 --> 00:04:56.269 of asking you to leave a review, I'm just going to ask you to 71 00:04:56.350 --> 00:05:00.670 go to beb growth and apple podcasts, scroll down until you see the ratings 72 00:05:00.709 --> 00:05:03.230 and reviews section and just tap the number of stars you want to give us. 73 00:05:03.589 --> 00:05:08.699 No review necessary, super easy and I promise it will help us out 74 00:05:08.740 --> 00:05:12.420 a ton. If you want to copy on my book content based networking, 75 00:05:12.620 --> 00:05:15.699 to shoot me a text after you leave the rating and I'll send one your 76 00:05:15.740 --> 00:05:18.540 way. Text me at four hundred seven for and I know three hundred and 77 00:05:18.540 --> 00:05:19.459 thirty two eight