How Industrial Content Creation Fueled a 79% Surge in Qualified Leads for a Manufacturer of Leak Detection Systems

Uson L.P., a global manufacturer of leak detection systems for the Automotive, Medical Device, Industrial and Packaging industries, faced challenges due to a lack of recent marketing efforts. While the company enjoyed a strong reputation, brand awareness and sales lagged. They struggled to connect with younger engineers and establish new relationships in the industry. Uson needed a comprehensive content creation strategy to revitalize its brand and drive growth.

Solution:

Tiecas developed a tailored industrial content creation strategy to address Uson’s challenges:

1. In-Depth Understanding: We collaborated closely with Uson’s leadership and subject matter experts (SMEs) to gain a deep understanding of their customers, products, and marketing goals.
2. Strategic Content Plan: We formulated a strategic content marketing plan and an editorial calendar to ensure consistent, high-quality content production.
3. Blog Post Creation and Optimization: We crafted engaging blog posts, incorporating researched keywords for SEO optimization, and promoted them across social media channels.
4. Lead Generation Content: We repurposed existing Application Notes into blog posts and used the full notes as gated content to attract and capture leads.
5. Online Library of Technical Resources: We created an online library of Application Notes to educate younger engineers and generate leads through gated access.
6. Technical Article Publishing: Worked with the Applications Engineer to write and edit a comprehensive technical article in a leading instrumentation publication.
7. Industry Portals and Directories: Created content for banner ads and wrote revamped product descriptions.

Results:

Uson experienced significant improvements in brand awareness, lead generation, and overall sales performance within one year of implementing the content creation strategy:

• 24% increase in new contacts generated from the website
• 79% increase in sales-qualified leads (SQLs)
• 9% increase in deals won
• A low seven-figure increase in revenue directly attributed to marketing
• 22% increase in site traffic
• 18 page 1 and 34 page 2 rankings in Google for targeted keywords
• 64% decrease in bounce rates

Additional roles we played that were more as an industrial marketing consultant:

• Evaluated several Marketing Automation platforms and recommended the best fit
• Worked with their CRM consultant to integrate the front-end WordPress site, the Marketing Automation solution and the CRM platform
• We also worked on the content for print ads

Gene Grilli, Director of Sales, commented, “The quality of the leads we’re getting from the website has improved a lot.”

“Very nice updates! I love working with you. You are very proactive and organized. You make my job much easier. In terms of SEO…we are taking no prisoners! Achinta Mitra, Industrial Marketer extraordinaire, Marketing Automation manager and advisor, content creator, writer, and content manager, marketing consultant to be used across all projects as needed and directed, online technical guru/resource…html, web design/support, SEO, keyword strategies, etc…a can-do capable resource willing and able to help as needed.”

– Charles D. Foran, Jr.,President