Building Brand Credibility Through Video for Manufacturers with Wendy Covey

Lisa Ryan: Hey, it's Lisa Ryan. Welcome to the Manufacturers' Network Podcast. I'm here today with Wendy Covey. Wendy is a CEO technical marketing leader, author of content marketing engineered one of the wall street journals, and ten most innovative entrepreneurs in America. And she holds a Texas fishing record over the past 24 years. Wendy and her team at Trew marketing have helped hundreds of highly technical companies build trust and fill their pipelines through inbound marketing. Wendy, welcome to the show. Wendy Covey: I am thrilled to be here. Thank you. Lisa Ryan: First, share a little about your background and what led you to do what you're doing at Trew marketing. Wendy Covey: I'll tell you, it's not an easy marketing gig working with engineers at technical buyers. Sometimes I think I'm crazy. But I started my career at National Instruments, now known as NI. And they manufacture hardware and software products for manufacturing. And during that time, I held many positions within the organization, from marketing communications to product marketing. And then, after a while, a colleague and I decided to leave, put up our shingle, and start our agency. And we did so because we saw a significant need amongst the smaller companies. So say small to mid-size companies that were working within the NI ecosystem. And at the time, they didn't have websites, or they had websites, but they were pitiful. They had very shallow and content. They weren't doing well in search and didn't have a differentiation—story about what they offered. And so, knowing what we did from our time in marketing, we knew we could help these companies. And so that was the beginning, and that was back in 2008, and we all know what happened around 2009, which wasn't a pretty economic time. And so for us as an agency going from, okay, we'll work with whoever we know engineers, but we'll work with whoever. So we need to get serious about who we are as an agency. And so it was around that time that we decided, you know what, we're going to