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


http://www.benchmarkgc.com http://www.paramountcontracting.biz http://www.LancasterChamber.com

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