S1E04: The Art of Technical Content Marketing in the Industrial Space with Adam Kimmel

Episode Summary:

In this insightful episode, we dive deep into the challenges and strategies of creating compelling technical content for industrial and manufacturing companies. Our guest, Adam Kimmel, a seasoned engineer turned marketing consultant, shares his expertise on bridging the gap between complex technical concepts and effective customer communication.

Key Topics Discussed:

1. The Industrial Marketing Dilemma: Adam Kimmel explains how industrial companies often struggle to communicate the significance of their technical achievements to their audience. He emphasizes the importance of first establishing the problem that their product or technology solves, rather than leading with technical details.

2. Content Strategy Insights: Kimmel discusses the common pitfalls in industrial content creation, such as the overemphasis on data sheets and technical specs, without connecting these to customer needs and stories.

3. Engaging Different Audiences: Our guest highlights the need for creating different content forms for varied audience types within the industrial sector, from technical specialists to decision-makers.

4. The Role of Storytelling in Technical Content: Kimmel stresses the importance of storytelling in creating engaging and relatable content, even within technical and industrial contexts.

5. Fractional Content Strategy: Adam sheds light on the concept of fractional content strategy and its benefits, particularly in optimizing budget and expertise for content creation.

Notable Quotes:

• "Content done well is about the transformation. It isn't about the volume... It's got to be tied to the transformation you're looking for."​​ - Adam Kimmel

Adam Kimmel

Founder @ ASK Consulting Solutions

With over two decades of experience as a design engineer and engineering principal, Adam Kimmel is the founder of ASK Consulting Solutions. He specializes in technical content writing and strategy, helping technology and industrial companies articulate their solutions to customer problems.