Ingersoll Rand turns to content marketing to grow market share in assembly and manufacturing space

Ingersoll Rand’s Assembly Power Tools business unit was well positioned for growth, given research finding that companies are committing nearly $1 trillion annually toward greater connectivity and smarter factories, both of which are right in the business unit’s wheelhouse.

The Ingersoll Rand Assembly marketing team knew that thought leadership was an effective approach in this market, leading to the decision to hire Portavoce PR to develop a strategy to achieve the company’s goal of increasing its market share through greater awareness of its advanced, internet-connected tools while breaking down the barriers many customers have to change.

Portavoce’s work has won the “Content Marketing Campaign of the Year” category in PR Daily’s Content Marketing Awards.

Portavoce targeted Ingersoll Rand Assembly’s primary sectors of aerospace, heavy truck manufacturing, the motor vehicle industry and general manufacturing with four key strategies: generating editorial coverage; getting writing and placing bylined articles from Ingersoll Rand experts along with blog posts and LinkedIn updates; generating sales leads through paid advertising articles; and amplifying content on LinkedIn with pay-per-click advertising support to drive people to the company website where they would find blog posts and thought leadership articles.

The campaign produced 19 media pickups with nearly 1 million impressions; each story contained key messaging. Meanwhile, LinkedIn posts generated impressive engagement numbers, and nine blog posts generated more than 1,600 page views. Ultimately, the campaign delivered 12,199 leads and nearly $445,000 in sales; estimates suggest actual sales could exceed $4 million.

Congratulations to Adrienne Greene, Jennifer Cronin, Desirae MacGillivray Myers, Cole Zerboni and Hannah Minton.