LancasterThrivingSummerFall2017 - 21
While the earliest episodes of Beyond the Numbers have been somewhat foundational, allowing listeners to learn what the firm is all about, Bleacher is most excited about moving forward and highlighting his clients' stories, even going so far as to preview or review speakers that have appeared at his live event. "Ideally," he says, "we're going for brand synergy. The podcast can make our live events more successful and vice versa." RUNNING THE RETURNS Though Bleacher and Pederson are both entirely committed to their content marketing, they both admit to not being overly fixated on measuring a return on their investment to their programs. "Ideally, I'd probably pay more attention to my metrics," he says. "But at the same time, I'm not going to change my opinions about the market and I'm not an actor, so I'm definitely not going to change my delivery. For better or for worse, when you're watching Ken's Korner, you're seeing who I am." LT BY MARCUS GRIMM, VP of Market Growth & Innovation, Benchmark Construction Contact Marcus at: mgrimm@benchmarkgc.com Phone: 717.393.9900 Fax: 717.393.5981 Though Bleacher does track social media following and email open rates, he says that he can't remember ever adapting content to try and game the system to provide more results. "There's no great metric for thought leadership," he says. "It's more important that the content we're producing reflects something that we honestly feel will resonate with our audience." Pederson agrees. Walls & Ceilings 219 Witmer Road Lancaster, PA 17602 sales@paramountcontracting.biz www.paramountcontracting.biz LancasterChamber.com 21
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