Episode Summary
Playing it safe with content is not an option for Chris Damico.
With almost 20 years of marketing industry experience, he’s taking Penta Technologies — where he’s the Marketing Director — to new heights by introducing thought leadership into the organization’s content marketing strategy to help tackle some of the challenges facing the construction industry. The company develops enterprise construction software that helps construction, service, and engineering enterprises improve business performance.
“It’s just getting that knowledge out there that, Hey, you have a problem and here’s how you can streamline your payroll. Here’s how you can streamline your planning. It’s really helped us gain the trust of customers who might have not looked to us as a solution before.”
In this episode, Chris explains how he’s doing that through webinars and testimonials.
Additionally, Chris discusses content marketing hurdles. “I think the biggest challenge in content marketing is not deciding what to do. It’s deciding what not to do,” says Chris. “And you know, a lot of times you’re not going to know that until you try it, so I say that when you try something and it doesn’t work, you have to be comfortable with letting go and then going for something that does.”
Guest Profiles
- Name: Chris Damico
- What he does: Chris isn’t afraid to push the boundaries to develop high-performing content marketing strategies as Marketing Director for Penta Technologies, which helps commercial and industrial contractors improve efficiency and effectiveness through enterprise software and services.
- Company: Penta Technologies
- Noteworthy: “Just being able to innovate ... try something new and then put it on pause when it’s not working and opt for something else that will work better is the daily challenge in the world of content marketing. And, I think that’s what makes it fun.”
Key Insights
- When it comes to creating successful content, Chris focuses on solving the big problems, some that organizations may not even know they have. “They’re starting to come around on realizing that labor productivity is one of the biggest problems facing the construction industry right now. And naturally we have now started to develop our content around solving that problem,” says Chris. The team is developing a product that aims to solve the issue by listening to the needs of industry partners.
- Leveraging speakers who are knowledgeable in your industry is “like gold,” says Chris. They invite speakers to their webinar series. “You can take that and then transcribe that, which we generally do in house. And then you can translate that into other content, like the ebooks and blog posts, because different people like to absorb content in different ways,” Chris says.
- As they say, teamwork makes the dream work. This is especially true for the marketing and sales teams at Penta, which has established a well-organized feedback loop. “Our marketing team really focuses on the kind of the thought leadership and content creation to generate demand. And then our sales team takes those leads. We have conversations daily about our sales process or marketing process, the content we’re putting out, what we’re seeing in return. And, it goes really well. … if marketing and sales work closely and support each other, it goes very well,” Chris explains.
Episode Highlights
- Dragging an established industry into the modern times
- Talk directly with customers to improve lead gen efforts
- Sharing knowledge in multiple formats to attract new customers
- Learn more about your audience through trial and error
- Staying connected and doing your research yields results
