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How a MarketingSherpa Alumnus Drives Content for a Fortune 150 Company

Chris McGrady, Digital Marketing Manager, Arrow Electronics

When former MarketingSherpa Summit attendee Chris McGrady joined the Fortune 150 company Arrow Electronics as Digital Marketing Manager, he was charged with a steep order — create an impactful content marketing strategy…from scratch.

McGrady and his team launched the company’s new website in October 2016 with zero content. By February of the same year, Arrow was creating over sixty pieces of content per month for its savvy audience.

In his Summit 2016 session, McGrady explains his team’s strategy and gives some helpful content marketing insight.

McGrady says, “Really content is just a product, and it’s something that is there to serve your audience. It’s like anything else that you’re selling.”

He explained further that when it comes to content — like any other product — quality alone does not get you the sale. Effective content marketing is only achieved when unique content is complimented and driven by social efforts and SEO.

However, according to McGrady, the keystone of an impactful content marketing strategy is a thorough understanding of your audience. He raises a crucial point for marketers: “Your customer has different goals than you do so [think] about content from a value prospective and how it’s going to kind of benefit the end user.”

 After viewing this session, you will learn:

  • How content is part of a well-rounded marketing strategy
  • How you can think differently about content to drive results
  • The six most important facets of a successful content marketing plan

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