The MHEDA Journal - Second Quarter, 2014 - (Page 25)
Name: Heather Angus-Lee
Location: Mississauga, ON, Canada
Years On Job: 2
s companies have begun to dabble with
online technology and marketing automation, they have come to the realization
that content is king. Two years ago, my position
didn't even exist. My company realized that
creating content that truly helps our customers
understand and make better decisions when
buying software is a value-add that many companies couldn't compete with. In fact, my team
calls me the "Roaming Reporter" at work! So for
the past two years I have worked on expanding
our digital footprint and building relationships
with clients, associations and even prospects.
Good content is no longer at the stage where it
can be handled by interns. It isn't something
that everybody is trained to produce. But it is
vitally important to today's businesses because
digital is forever. Whether you make a good or
bad impression, it will stick around.
1. Prior Experience
While this is my first position in the equipment distribution
industry, I do have extensive experience writing for manufacturing and technology trade publications. My background as
a daily newspaper editor prepared me for tight deadlines and
quick turnarounds. My journalism experience also trained
me to research very quickly, which has been important in my
position at EquipSoft.
2. Starting From Scratch
My first year on the job was all about generating new
content. We had a handful of case studies when I took
this position, so I set to work interviewing customers and
turning them into case studies for the website. I also wrote
white papers, set up a company blog and opened social
3. Lead Generation
With content in place, my focus started to shift to targeting it to the right people. I still produce content
but now I have to make sure it's getting seen by our
customers, our prospects and by trade publications.
There has to be some ROI tied to what I do. If one of
our salespeople is meeting with a client, we want them
to say, "I recognize your company from Twitter" or "I
read an article you wrote in The MHEDA Journal." If
you raise awareness of your brand, you can then start
to convert that awareness into sales.
4. Social Media
The business case for Twitter is no longer speculative.
It's provable. Some people have called social media,
specifically Twitter, a waste of time, but it's really not
if you know the right content to share and if you're
following the right people. You have to be mining content. There has been much less resistance to LinkedIn
because people see the networking benefits of it. Twitter
offers those same benefits. It's all relationship building,
which is mutually beneficial to you and your customer.
It helps get their message out while at the same time
building your brand awareness.
The MHEDA Journal | Second Quar ter 2 014
Table of Contents for the Digital Edition of The MHEDA Journal - Second Quarter, 2014
From the Desk of Liz Richards
Ask Your Board
MHEDA Member Profile
Howard Bernstein and MHEDA: 60 Years of Superhero Leadership
Get Aggressive and Start Thinking Big
Managing an Acquisition
Creating a Best-in-Class Safety Program
Exhibitor Product Guide
MHEDA University Calendar
Inside, Outside or Upside Down
Six Secrets of Top Performers
Finding Your Path in (Or Out) of the Family Business
What is This Thing Called Employee Engagement?
‘Fleet Centricity’ and Finance Partners
Spotlight on Association News
Index of Advertisers by Product Category
The MHEDA Journal - Second Quarter, 2014