In a recent episode of The Inspectations Podcast, CEO of The Aebli Group, Justin Starbird, sat down with Ken Gray, Vice President of Business Development for current TAG client RISE™Robotics, to discuss the importance and benefits of a strong content strategy.
RISE™Robotics is a company founded at MIT 11 years ago by three MIT graduates and a Rhode Island School of Design graduate. The founders initially thought about human performance amplification exoskeletons as a fun way to create a company. Initially, the idea was to leap to the top of a tall building in a single bound or an iron-man suit. As it progressed, the business pivoted to more of an industrial application of one of the solutions for a problem they had with exoskeletons. They couldn't figure out how to generate enough speed force displacement without using hydraulics.
They wanted to find a fluid-free, lightweight way of delivering that much power. The RISE™Cylinder is an alternative to hydraulic cylinders in industrial applications like material handling, mining, and construction.
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Now the world needs to hear about it!
Ken shared, "Let's start adding content purposefully. Let's create. Let's get into the RISE™Inside Podcast and talk to founders, investors, and early customers, early adopters about who RISE™ is, where we came from, what we do, and why it matters." Then RISE™ added blog content and then video snippets. Then THEY started using social media outlets, Twitter, Facebook, and LinkedIn. Working with The Aebli Group, there has been a very comprehensive strategy around that explanation of who RISE™ is, what they do, why it's essential, and what RISE™ wants to do to generate interest and have people would reach out and contact RISE™.
A great content strategy is an all-encompassing approach to creating content that drives your key business objectives. And while there's no one-size-fits-all solution, identifying and including the three key elements—brand focus, user experience, and content distribution—will help develop a plan for success.
Listen as Ken and Justin talk through how the plan came to be, the results it has yielded, and what is next!
