The Kula Ring

A podcast for manufacturing marketers

Content Marketing Episodes

Episode 122

How a Manufacturer Made Video Its Biggest Marketing Tool

Featuring Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions.

Video marketing is not new, but many B2B manufacturers are still searching for a strategy. In this episode of The Kula Ring, Allison Wagner, Marketing Communications Manager at Morrison Container Handling Solutions, shares how she helped make video the company’s biggest marketing tool. She talks about the resourcing effort, why video is important for manufacturers to invest in, and how Morrison leverages video content to help prospects envision how to use their solution.

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Episode 119

Building a Personal Brand With a Manufacturing Podcast

Featuring Adam Peek, Business Development and Channel Partnership Manager at Fortis Solutions Group and Host and Founder of the People of Packaging Podcast.

As younger prospects prioritize digital spaces for information-gathering and networking, how can manufacturers create influential, opportunity-generating content? In this episode of The Kula Ring, Adam Peek, Business Development and Channel Partnership Manager at Fortis Solutions Group and Host and Founder of the People of Packaging Podcast, talks about using social platforms to build a personal brand and how he translated visibility gained from the podcast into new business opportunities. Additionally, he talks about how his experience as a former pastor and full-time packaging industry expert plays into his podcast content and he shares tips for how to create and own content that no one else is talking about.

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Episode 117

Repurposing Content Marketing for ABM

Featuring Renee Tarnutzer, Marketing Director, Digital for North America at Kerry.

How can manufacturing marketers repurpose existing content for Account-Based Marketing (ABM) campaigns? In this episode of The Kula Ring, Renee Tarnutzer, Marketing Director for Digital at Kerry for North America, talks about reviewing the company’s bank of content marketing in order to make it fit an ABM model. Additionally, she shares their process for compiling target accounts and optimizing content to serve different verticals.

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Episode 96

How an Industrial Marketer Creates Customized Content

Featuring Adam Beck, Director of Marketing at CADENAS PARTsolutions.

Industrial marketers eager to provide useful content to prospects can only get so far with lunch-and-learns and coffee mugs. This week on The Kula Ring, Adam Beck, Director of Marketing at CADENAS PARTsolutions shares how the company’s tool for creating 3D CAD models enables engineers and other stakeholders to create content marketing assets that improve lead generation.

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Episode 95

The Digital Strategy of a Network Manufacturing Platform

Featuring Aaron Lichtig, VP of Growth Marketing, Xometry

Aaron Lichtig, Vice President of Growth Marketing shares how Xometry uses a digital approach on going to market as a network-based manufacturing platform. The two-sided network uses content marketing to attract customer demand, and partner acquisition marketing activities to secure the supplier side of the business. Xometry’s overall marketing is based on Google’s See, Think, Do, Care model, which is discussed more on this episode of The Kula Ring. Aaron also has some great stories to share as a former Jeopardy champion and the host of the podcast, OK Xoomer.

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Episode 93

How a Manufacturer Evolved Its Digital Marketing Over the Decade

Featuring Eoin Vincent, Senior Global Marketing Technology Manager at Olympus

The last decade has seen a dramatic change in the way manufacturers, marketers, and agencies approach the web. In this episode of The Kula Ring, Eoin Vincent, Senior Global Marketing Technology Manager at Olympus, shares his experience creating successful manufacturing marketing content over the last 11 years. He talks about how he manages his team as the work becomes increasingly digital and the evolution of marketing organizations from generalists to specialists.

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Episode 92

Using Video to Optimize Your Customer Base and Supply Chain

Featuring Darrin Mitchell, CEO of Trout River Industries

While other industries are overloaded with content, manufacturers operating in niche verticals have the unique opportunity to own the content space. In this episode of The Kula Ring, Trout River Industries Owner Darrin Mitchell talks about how the company’s 6-million-view YouTube channel and content marketing strategy have transformed the manufacturer from the “underdog” to industry authority.

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Episode 82

How Podcasting Fits Into a B2B Manufacturing Marketing Strategy

Featuring Iris Weeden, Director of Marketing at MacroFab

Should B2B manufacturers step into the already-crowded podcasting arena? Iris Weeden, Director of Marketing at MacroFab, says the MacroFab Engineering Podcast is the company’s content engine with the added bonus of generating leads and revenue. She shares how the podcast drives traffic and conversions to the website, how they’ve grown to 5,000 downloads per week, and how they choose topics for the podcast and blog.

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Episode 75

Creating a Sustainability Marketing Campaign That Buyers Can Relate To

Featuring Sam Prudhomme, Vice President of Sales & Marketing, Mission Critical Environments at Senneca Holdings

With data consumption rates doubling every year, and regulations becoming an industry trend, the data center industry needs to increase its reporting of power consumption. How can companies square their offerings with the global reality, and evolve their positioning and their messaging? Sam Prudhomme is Vice President of Sales and Marketing, Mission Critical Environments for Senneca Holdings, a company with a sub-division called Subzero Engineering that creates products that reduce the carbon footprint of data centers. Sam talks to Carman and Jeff about harmonizing campaign messaging around corporate responsibility and sustainability in order to help customers see the financial benefit of offsetting carbon emissions.

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Episode 72

How B2B Manufacturers Can Harness Emotional Connections in Marketing Campaigns

Featuring Luke Schoenbeck, Marketing Director at Mark VII Equipment

Emotional marketing campaigns are compelling, but where do they fit into a B2B manufacturer’s content strategy? Luke Schoenbeck, Marketing Director at Mark VII Equipment, created a year-long campaign showcasing car wash equipment factory workers and the team atmosphere at the company. He talks to Jeff and Carman on The Kula Ring podcast about how a focus on people (versus products or services) dramatically impacted engagement rates and conversions, and how Mark VII Equipment will approach its “people” campaign next year.

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