Developing content and telling great stories has become a fundamental pillar for modern marketing. While developing content in-house is a major function of marketing teams, crowdsourced content is integral too, connecting to audiences in really personal way. That’s exactly what the team at Microdrones is doing, using stories from their B2B end-users and distributors to create content that benefits Microdrones…and the distributors.
On today’s episode of Propelling, we were joined by an impressive panel from the Microdrones marketing team to share their insights on the topic: Mike Dziok, Vice President of Global Marketing, Mirjam Baeumer, Director of Marketing for EMEA & New Territories, Bret Burghdurf, Director of Marketing for the Americas & New Markets, and Justin Palmer, Creative Services Manager.
The drone industry is quite intriguing, something any marketer appreciates. “The drone industry is interesting. People want to ask questions and are eager to hear your story,” Dziok said.
“There are really no boundaries. People all over the world are excited about the opportunities,” Baeumer said.
This excitement has allowed the company to expand across the country and gives them a unique perspective on content. “The starting point of much of our content is video. We want to tell the story from the field and from the perspective of the user. We are always really happy to share the stories of our clients. It’s one thing for me to say our stuff is great. When we share the stories of our clients, it’s more impactful. People are rightly skeptical about this new technology, so it enables trust and assurance that a drone system can solve challenges,” Dziok said.
“Distributors are first ones that talk to end users and use our products, know the value and translate it to the users, more information about what end users want then we can take those ideas and develop content that resonates,” Baeumer said.
Not only does this kind of content better communicate the technology, solutions and impact of Microdrones’ product line, but it gives distributors and end-users something to be proud of and something to engage with with a personal stake.
Palmer explained the company’s perspective on content and why they lean into the numbers instead of the drones themselves. “It’s easy to focus on how cool drones are, put the real objective is collecting data points, and we’ve changed marketing to feature that aspect. That means we aren’t just using content of drones taking off and landing. There’s much more to the process, and our stories reflect this,” he said.
Give this podcast a listen to learn more about Microdrones’ use of crowdsourced content and how their team has been successful in delivering content that engages and excites their audience.
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