How Foley Engines Upshifted Into Content Marketing. Fraley Construction Marketing case study on content marketing. Instead of rambling on about why the construction and design firms in attendance should practice this new approach called content marketing, I decided to provide case studies for three firms that were setting the bar and Foley Engines was among them. The following is the story of how a seemingly old school industrial engine distributor went from following professional advice to improve its website search rankings to setting the bar with content marketing. In fairness, advertising was the most common and effective approach to moving products and services back then. The Birth Of Dr. Diesel Dr. Diesel is the fuel that powers Foley's content marketing engine. Foley noticed at some point that everyone in its industry had a website “saying the same thing.” What we marketers call content marketing, he calls adding value. Their solution was to achieve good organic rankings on page one of Google by creating effective website content over time. Dr. Diesel gets it done through both e-mails and phone calls. Foley, like the construction industry, has concerns about giving away too much free information.
Fraley Construction Marketing case study on content marketing.
The concept of content marketing in the construction industry is often met with a perplexed look and a snarky response along the lines of: “You want me to provide free advice?” You’ve been lulled into the routine of placing an ad and waiting for the phone to ring.
I presented at a Construction Marketing Association webinar called “Content Marketing Strategies” back in May 2016. Instead of rambling on about why the construction and design firms in attendance should practice this new approach called content marketing, I decided to provide case studies for three firms that were setting the bar and Foley Engines was among them.
The following is the story of how a seemingly old school industrial engine distributor went from following professional advice to improve its website search rankings to setting the bar with content marketing. This upshift has increased lead generation and new business. The Foley experience offers proof that content marketing for construction companies can work when it’s done right.
Shifting gears into content marketing went smoothly for a firm that already had a tradition of adding value by helping its customers. The mindset stayed the same; only the method changed. The Foley tagline says it all: “100 Years of Expert Advice.”
Not To Be Mistaken As Old School
Foley is the oldest engine distributor in North America. The third-generation family business, founded in 1916 specializes in marine and industrial engines, replacement parts, marine transmissions, industrial power takeoffs, and exhaust scrubbers/purifiers.
I recall working with a similar former client back in the 1990s. We were designing ads and large-format, two-color direct mailers crammed with engine parts and prices. That was about it for the firm’s marketing efforts.
In fairness, advertising was the most common and effective approach to moving products and services back then. The concept behind content marketing existed, although the buzz phrase was not attached to it.
Foley reminded me of the many old school construction firms that would never entertain content marketing. And yet it has…wholeheartedly. So how did it happen?
The Birth Of Dr. Diesel
Dr. Diesel is the fuel that powers Foley’s content marketing engine. Who is Dr. Diesel? The short answer is that he is a trademarked composite character created to dole out useful information to Foley’s current and prospective customers. He also provides a creative way to administer customer service.
Foley had come to my attention through the Content Marketing Institute’s This Old Marketing Podcast. I called Dr. Diesel cold in Summer 2016 looking to get full the story in preparation for my content marketing webinar for the CMA. My voicemail was returned by President Jay Foley, speaking on behalf of Dr. Diesel. In case you’re wondering, he stayed in character during the call.
Jay told me he had a fundamental belief that firms that compete on price…
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