Wednesday, July 29, 2015

Content is an ongoing project

Generating great technical content is as important for a fluid power component manufacturer.  It is important as any other element of their marketing efforts.  Their customers, engineers and other technical professionals want and need information about components, systems, machinery, and how they all work.

I like to refer to technical content as a chapter from a textbook.  If a fluid power professional could be directed to a chapter in a textbook that will help them on the job, they will be interested.  Content gets attention and, in this way, fluid power component manufacturers can get their message into the hands of prospective customers through the use of content.

Company websites should include content about how their products work in addition to content that highlights the value proposition of the given company.  It is helpful when an engineer or other technical pro could go to a company website and be educated about the technology as well as the company's specific products.

For these reasons, I recommend that all fluid power component manufacturers get involved in technical content.  We at Fluid Power World can help.  Contact me at

Thursday, July 23, 2015

Video Content

As we surround the engineer with great fluid power content at Fluid Power World, we utilize video as one of the means of disseminating that information.  Here is an example of some very informative and interesting content conveyed in video:

Just click on the photo above and you will be able to watch the presentation by Corey Davis of KYB Corp.  This is a product review video where Corey explains the usage of the Mini Motion Package and the advantages it gives certain types of machinery.

We can also offer application video content where the speaker describes how a particular application works.  The setting might even be in the field in operation.  Both types of video educate our audience on fluid power systems and components.

If your company is interested in telling your value story in video, please contact me and perhaps we can set something up.  I can be reached at

Wednesday, July 22, 2015

How much content is enough?

In my earlier days in business-to-business media, I would have answered that question by saying we are limited by the number of pages that we print every month.  When the media business added websites and e-newsletters, that opportunity for having content published expanded.

Now with all of the online and social media opportunities for content, the game has changed.  Marketers of fluid power components have more opportunities than ever to communicate with prospective customers.

The content that companies can send out is not limited to the written word and certainly not limited to press releases.  Webinars, video, and white papers have increased the stream of information from component manufacturer to buyer.

We at Fluid Power World have more opportunities than ever to serve our advertisers by making their content available to our engineering and technical audience.  If you would like to know more about content marketing for fluid power, please contact me at

Monday, July 20, 2015

Why Does Content Generate Leads?

Think about our audience at Fluid Power World.  When I say audience, I mean our print edition readers, our digital edition readers, e-newsletter subscribers, and web audience.  They are engineers, technicians, designers, maintenance experts, and supply chain professionals.

They are all part of the ... fluid power world ...  and they are interested in knowing as much as possible about components, systems, machinery, and efficiency, productivity, environmental concerns, and more,  That is what they receive from content.  We at Fluid Power World  and WTWH Media LLC have excellent content to offer.  Just check out our Engineering White Papers website.

You will find excellent content there that is free for the asking.  Our fluid power population is growing on our EWP website.  Check it out.  If you would like to use this resource to disseminate your content, let me know.

What do you want to know about the economics of fluid power?

Whatever you would like to know or need to know about the past, current, and future economy of fluid power, you can probably learn at the 2015 NFPA Industry and Economic Outlook Conference.  The dates are August 10-12, 2015 at the Weston Chicago North Shore in Wheeling, IL.

The event kicks off on Monday, August 10th with a the IEOC Invitational Golf Tournament at Chevy Chase Golf Course also in Wheeling.  The proceeds of the tournament benefit fluid power education through the NFPA Education Foundation.  It will also be lots of fun!

The first day of the conference will feature economic perspectives from two long-time IEOC presenters Alan Beaulieu and John Walker.  From there, the economic information and perspectives continue to flow through Wednesday at noon.

For more information or to register, visit the NPA website.

Thursday, July 16, 2015

Engineers Need Basic Information Too

Our audience of fluid power engineering and technical professionals need a variety of information in order to design and maintain the most productive machinery possible.  That includes basics to the very complex.

Here is an example of a white paper that covers the basic of flow regulators, click here  This tutorial guides the reader through the basics needed to understand how and why a flow regulator is used.

For those readers well or somewhat versed on the subject, it is a great brush up.  For readers who know very little about the subject, it is a great learning opportunity.  

Share your content with our audience.  Contact me to find out how.

Send us your content!

As I have posted many times in the past, content is very important in today's marketing world.  If your company has good content about your specialty, engineers will find it and read it.

Here is a link to an excellent example of great engineering content supplied by Danfoss Power Solutions.  This is a white paper that is hosted on our Engineering White Papers page for Danfoss.  Our audience members can access the content simply by registering to download it.

If your company has white paper content, and you probably do, please contact me to discuss how we can get your expert content into the hands of your prospective new customers and existing customers.

Really good content gets the attention of our engineering audience and we would like to help you to connect with them.  This does not take the place of traditional advertising but is an important component to marketing in our present environment.  Let me know if I can help 408-769-1188.