Content Marketing

content marketing wordcloud

What is it and does it work as good as everyone says it does?

Defined:  Content marketing is creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

Marketing studies indicate that Content Marketing is the most used and fastest growing tactic for industrial companies while offering the best 1-2 punch in their marketing budgets today!

What the Studies are Saying About Content Marketing

  • Eighty percent of business decision makers prefer to get company information in a series of articles versus an advertisement.
  • Seventy percent say content marketing makes them feel closer to the sponsoring company.
  • Sixty percent say that company content helps them make better product decisions.

Content Marketing is Leading Tactic

  • In 2012, content marketing was the leading tactic for 18.9% of marketers worldwide.
  • In 2013, that percentage has grown to 34.8%.
  • I’m seeing this trend in action with more and more of my clients balancing out their traditional marketing efforts with content marketing campaigns.

Trade Journals Best Method

  • One of the best methods to build your content marketing reserves is through placement of a trade journal article.
  • Just one article in a trade journal can bring a company hundreds of leads and thousands of dollars in sales. And with more than 6,000 magazines from which to choose, it’s a safe bet there’s at least one that could accommodate a story from your company.
  • Trade magazine articles enable you to position your company or its offerings, educate a target audience, raise awareness of an issue, and generally claim a position as a “thought leader” along with the credibility that goes with such leadership.
  • The most cost-effective content types for ROI are articles, videos and white papers. The placement of feature articles in trade journals was #1 ROI tactic (62 percent).

Here are Great Examples of What Can Be Done

sdmi Content Marketing Project Ongoing


created by Tom Crain

Here’s what Joel Maas, SD Myers Marketing Director says about Tom Crain: 

I had the pleasure of working with Tom Crain in Marketing Services at SD Myers.

Here are a few of Tom’s achievements & personal characteristics I observed while working closely alongside him:

  • He took on a brand new initiative to place articles for the company in the national and international trade press. His success went beyond expectations with numerous placements.
  • He developed and maintained effective relationships with key editors from trade publications including those in the electric power, renewable energy and industrial plant industries.
  • He has good creative abilities in copywriting for both electronic and print media.
  • He demonstrated expertise in writing effective and promotional press releases and case studies for various content marketing projects.
  • He is an independent worker who had to take on his own initiatives to accomplish the work required.
  • He has the ability to successfully manage multiple projects at a time.
  • His depth of experience shows.
  • He’s a team player.
  • He takes criticism well at work and knows how to leave his ego at home.
  • I would hire him again in a second.


Rasor, Robert T. “Detecting and Addressing Corrosive Sulphur in Transformer Oil. Australian Power Technologies Transmission & Distribution. Issue 1. February/March 2013: 68-69.

Rasor, Robert T. “Moisture in Transformers.” Australian Power Technologies Transmission & Distribution. Issue 1. February/March 2013: 68-69.

eletodayPerfect Storm EETD-Sep 2012  Rasor, Robert T. “The Perfect Storm in Transformer Maintenance.” Electric Energy T & D. Vol. 16/ Issue 4. Sep. Oct. 2012.: 2-5.

Breaking the Habit-Electricity Today-Dec 2011  Rasor, Robert T. “Breaking the Habit: Solving 10 Common Mistakes in Substation Maintenance.” Electrical Source. Vol. 7/Issue 6. Nov./Dec. 2011: 22-24.

elecsourceThe Best and Not So Best-Elec Source-NovDec2012  Rasor, Robert T. “The Best & Not-So-Best in Transformer Maintenance: 5 Ways to Extend the Life of Your Electrical Equipment. Electrical Source. Vol. 8/Issue 6. Nov./Dec. 2012: 18-22.

Rasor, Robert T. “Dielectric Voltage Testing-Standard Methods.” Electricity Forum Handbooks: Electrical Testing and Maintenance Handbook. Vol. 11. 52-55.

Rasor, Robert T. “Moisture in Transformers.” Electricity Forum Handbooks: Electrical Testing and Maintenance Handbook. Vol. 11. 74-77.

Summer Transformer Study Guide-Electricity Today-Aug 2012  Rasor, Robert T./ Shkolnik, Andy / Faherty, Joe. “Your Summer Transformer Study Guide: Part I Test Your Oil Testing Skills & Part II Test Your Electrical Maintenance Skills.” Electricity Today. Vol. 25/No. 6. July/August 2012: 42-53.

 Rasor, Robert T.“Your Spring Transformer Report: 27 Useful Tips to Better Testing and Maintenance.” Electricity Today. Vol. 25/No. 2. Mar. 2012: 30-34.

NACENA Clean Energy-High Wind Demands-July 2012  Parthemore, Luke J. “High Wind Demands: Gassing Tendencies in Wind Farm Transformers.” North American Clean Energy. Vol. 6/Issue 4. July/Aug. 2012: 42-43.


SDMyers. “Safer Sampling of Transformer Gassing. North American Clean Energy. Vol. 6/Issue 5. Sep./Oct. 2012: 57.

Connections April 12  SDMyers. “A Better Way to Dry Transformers.” NRECA Connections. Apr. 2012: S-6.

PGIModern Maintenence Strategies-PowerGrid-May 2012  Ledel, Sr., Dennis. “Modern Transformer Maintenance, Life Extension Strategies.” Powergrid International. Vol. 17/Issue 5. May 2012: 52-55.

Ross, Alan.“Risk and Reliability of Transformers.” SMRP Solutions. Vol. 7/Issue 3.June 2012:8-13.

uptimeUptime Reliability web article 2.13 Ross, Alan. “Intelligent Transformer Management: A New Perspective. Uptime. Feb/Mar 2013: 26-29.

wped 1Gassing in Windfarm Transformers-Windpower Engineering-April 2012  Parthemore, Luke J./ Rasor, Robert T. “Gassing in Wind-Farm Transformers.” Windpower Engineering & Development. April 2012: 48-51.


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