Alex is the Managing Director of Patriot Industrial Partners, a consulting firm for manufacturers in mission-critical industries like aerospace, defense and energy.
Alex came to us after wrapping up a stint as the Deputy Assistant Secretary of Manufacturing at the Dept of Commerce. He needed to alert his network that he was ‘back in business’ and taking on consulting projects.
Prior to working with us, his content marketing consisted of industry articles, an annual company email newsletter, and off-the-cuff LinkedIn posts. Long-term, he’s using his video show to stay top of mind consistently with his network and the industry leaders he serves, so he captures consulting opportunities he’d otherwise miss by being ‘out of sight, out of mind.’
The Expertise & The Brand
Alex has a reputation as the ‘Factory Doctor,’ having completed over 250+ industrial performance improvement projects and manufacturing turnarounds around the globe. He wanted to reinforce his unique expertise by building the show around the Factory Doctor brand.
We helped narrow down the topics he wanted to cover, including industrial policy and reshoring, a topic that’s very important to him and the manufacturing leaders he serves. Once we had the topics narrowed down, we worked together to create a consistent set of questions Alex could ask, and that can be provided to guests in advance.
Launch & LinkedIn Newsletter
Alex saw an increase in LinkedIn engagement with just a few posts about the upcoming show, including sharing the Factory Doctor artwork. Early feedback built confidence that he was covering topics important to the right people – the manufacturing executives, CEOs and private equity leaders who would recommend or hire his consulting firm.
His LinkedIn newsletter has over 3,000 subscribers. attracting new subscribers week in and week out. Each newsletter shares 3 key insights from a conversational episode between Alex and a guest expert. Our team writes the first draft, and Alex tweaks and adds commentary wherever he likes before each newsletter goes out.
Alex can see exactly who subscribes to his LinkedIn newsletter, their roles and companies, which makes personal outreach to subscribers very easy.
Guest Strategy
Alex talks with the same types of executives, CEOs and leaders who can recommend or hire him. So his show isn’t just passive content, he can directly create new business opportunities by the guests he chooses.
We set Alex up with the gear and simple setup tactics that allow him to get ready to record in 5 minutes, and we make the show easy by monitoring his recording program and grabbing files whenever he records a new episode. All Alex does is record video and give feedback. We take care of everything else, allowing him to stay focused on the high-value activities of running his consulting firm.
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