Emerson Process Management is a leader in helping businesses automate their production, processing and distribution facilities across d...
Emerson Process Management is a leader in helping businesses automate their production, processing and distribution facilities across diverse industries. Running a process operation means constant pressure to cut costs, increase output, reduce energy use and emissions, and improve safety all while managing increasingly complex operations. With more than 7,500 industry experts around the world, Emerson helps solve the complex problems their customers face everyday. I, Anand had the opportunity to do a quick Q&A chat with Jim Cahill, Emersons chief blogger and head of social media based in Austin,TX,USA.
1. Why did you decide on a B2B Content strategy? Our B2B content strategy reflects the overwhelming use of digital communications by our customers. Our objective is to be easily found and connectable in order to help them solve problems. Our content tries to reflect how our technologies and expertise can assist in solving the issues they face.
2. What were the initial challenges you faced? and how did you overcome the same? Some of the challenges we faced were to overcome the status quo of classic market communications--events, sales collateral, PR, etc. A digital approach requires different thinking and tactics make sure we are at the intersection of immediate problems and how we can help solve them.
3. How did you go about leveraging social media? Social Media is critical since it personalizes our expertise. It helps get our experts visible and connectable without someone having to understand the "proper channels" to reach the experts. It provides an immediacy that other forms of communications do not.
4. What were the end results? Our end results is continued growth of the business and uncovering sales opportunities. Since many have very long sales cycles, these opportunities are considered "top of funnel" in the sales process.
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