Chris McGrady, Digital Marketing Manager, Arrow Electronics
When former MarketingSherpa Summit attendee Chris McGrady joined the Fortune 150 company Arrow Electronics as Digital Marketing Manager, he was charged with a steep order — create an impactful content marketing strategy…from scratch.
McGrady and his team launched the company’s new website in October 2016 with zero content. By February of the same year, Arrow was creating over sixty pieces of content per month for its savvy audience.
In his Summit 2016 session, McGrady explains his team’s strategy and gives some helpful content marketing insight.
McGrady says, “Really content is just a product, and it’s something that is there to serve your audience. It’s like anything else that you’re selling.”
He explained further that when it comes to content — like any other product — quality alone does not get you the sale. Effective content marketing is only achieved when unique content is complimented and driven by social efforts and SEO.
However, according to McGrady, the keystone of an impactful content marketing strategy is a thorough understanding of your audience. He raises a crucial point for marketers: “Your customer has different goals than you do so [think] about content from a value prospective and how it’s going to kind of benefit the end user.”
After viewing this session, you will learn:
Related Resources
See speakers like McGrady on the stage at MarketingSherpa Summit 2017 in Las Vegas
Content Marketing: How to help subject matter experts come up with blog topics
Content Marketing: Healthcare B2B generates 9 million impressions through multi-channel effort
Get Better Business Results With a Skillfully Applied Customer-first Marketing Strategy
The customer-first approach of MarketingSherpa’s agency services can help you build the most effective strategy to serve customers and improve results, and then implement it across every customer touchpoint.
Get More Info >MECLABS AI
Get headlines, value prop, competitive analysis, and more.
Use the AI for FREE (for now) >Marketer Vs Machine
Marketer Vs Machine: We need to train the marketer to train the machine.
Watch Now >Free Marketing Course
Become a Marketer-Philosopher: Create and optimize high-converting webpages (with this free online marketing course)
See Course >Project and Ideas Pitch Template
A free template to help you win approval for your proposed projects and campaigns
Get the Template >Six Quick CTA checklists
These CTA checklists are specifically designed for your team — something practical to hold up against your CTAs to help the time-pressed marketer quickly consider the customer psychology of your “asks” and how you can improve them.
Get the Checklists >Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
Get the Infographic >Infographic: 21 Psychological Elements that Power Effective Web Design
To build an effective page from scratch, you need to begin with the psychology of your customer. This infographic can get you started.
Get the Infographic >Receive the latest case studies and data on email, lead gen, and social media along with MarketingSherpa updates and promotions.
